They get you in the end.
When someone phones up and complains about something, and you lie for the quick fix instead of saying, "Sorry, I'll fix it", they usually find out in the end.
Not only does it damage the relationship with that customer, but it opens the door for you to do it again and again, which damages your brand.
Not only does it damage your brand, but your team see it, too, so it's alright for them to do it, so it damages your culture.
Once you've damaged your brand and your culture, there's really nothing left to give away.
Blog Post Number - 3585