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True service work and THINGS TECH WON’T TOUCH One very heartening model: a startup called Spot Hero. (Yes, a startup! We’ll say one nice thing about a startup.) Spot Hero chose not to outsource its customer service, and instead used its own employees Talk about an example of turning the worst jobs to field customer calls. When the job became into the best jobs by way of something utterly miserable and turnover reached an unacceptable un-tech—simple humanity. Many companies leave level, the company completely remade the job, this customer service to a website FAQ. calling the customer service reps “Heroes.” They wore capes. Cheered each other on. Calmed down in the company “Zen Den” after a rough call. And became the startup’s greatest asset. 135

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