Clickfraud and Customer Service
In the absence of timely customer service, customers simply don't give you the benefit of the doubt. Looking back at my own start-up experience, customer support was ridiculously expensive (more from a headroom than a cash perspective). Almost always it required resources across the organization to address an issue, and more than half the times, the issue was customer-centric (i.e. not a site-wide or application-wide issue, but more a problem with a specific customer's environment). Regardless, our customers didn't really care if their hardware met our product requirements, or if the servers we shipped them were self-installed in closets that were reaching the core temperature of the sun. If we didn't respond to these issues, we lost that customer forever. As the COO at Cima Systems, I would spend half of my work week out at customer sites, tooling around with set-ups or underneath desks, rebooting and reformatting things (this was before the renaissance of web services) and generally giving customers greater confidence in our company. So long as we invested time here, even if there were breakdowns (environment, hardware, software issues) customers stayed on...
At eBay, we've built a significant resource with our Customer Support teams. They're given enough degrees of freedom and discretion to actually bring meaningful solutions to the table. This is an area eBay continues to build actively because we recognize that if we're not talking to our customers, they'll be talking about eBay without our point of view or guidance or they'll be talking with our competitors.
Clickfraud, while easily dismissed by the adword platform providers because customers can't quantify it, is still a very real issue to the customers who sense it's there. As the din regarding clickfraud goes beyond a few customers and bloggers, timely customer service and response will be the key to maintaining or losing advertisers in the long-run. And for some, this unfortunately is something that requires direct contact and can't be addressed algorithmically.