Prototyping increases the speed and certainty of success
Great customer service ideas don't just need to make customers happy, they need to be commercially viable too. Prototyping pressure-tests ideas quickly for both customer satisfaction and return on investment (ROI).
Feedback from prototyping helps businesses avoid spending money on costly implementations which may not be viable in the long-term. It allows testing of which customer experience strategies are going to be the most commercially successful for a business.