I recently had an issue with a reservation made via Booking.com.
So I called them. They picked up the phone fast and resolved the issue promptly.
To provide that level of service, there needs to be some slack in the system. Someone needs to be trained, present at work, and waiting to take the call. Some people would view that as inefficiency ripe for trimming.
I view it as an investment in winning me over for the long haul. And it’s working!