In war, intelligence is key, and knowing your enemy’s strength is a critical part of this.
The troops on the front line act as a shield for the rest of the army. If the front line is penetrated then further problems ensue. It hence is important to have strong front-line troops.
In business, the customer surface, where people touch customers on a regular basis, is an important part of the brand. It is strange how many big-name companies outsource sales and service calls to companies who do the brand a daily disservice.