Web 2.0 and Support 2.0, especially in the SaaS / Webware ecosystem are all about the power of community, an opportunity for Viral Marketing / Word of Mouth advertising. But it works both ways: companies that fail to deliver quality customer support will find their communities talking about exit strategies and going to the competition.
Instead of claiming to be a "World Class" customer contact center, go for the gold, the enhanced profitability that comes from being legendary. The key is aim and follow-through, just like in baseball or golf. Does your company have what it takes to be legendary?