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By Mark Henricks

Opinions expressed by Entrepreneur contributors are their own.

When Neil Franklin began offering round-the-clock telephonecustomer service in 1998, customers loved it. The offering fit thestrategic direction Franklin had in mind for Dataworkforce,his Dallas-based telecommunications- engineer staffing agency, sohe invested in a phone system to route after-hours calls to his 10employees' home and mobile phones.

Today, Franklin, 38, has nearly 50 employees and continues toexplore ways to improve Dataworkforce's service.Twenty-four-hour phone service has stayed, but other trials havenot. One failure was developing individual Web sites for eachcustomer. "We took it too far and spent $30,000, thenabandoned it," Franklin recalls. A try at globally extendingthe brand by advertising in major world cities was also dropped."It worked pretty well," Franklin says, "until youadded up the cost."

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