Service Desks are traditionally thought of as a cost center–something to outsource or to minimize. This presentation will review why Service Desks are thought of as cost centers, and argue for thinking about your Service Desk as a potential area for investment. Why invest in the Service Desk? The Service Desk triggers expensive IT processes. The Service Desk is the face of IT–and customer stories affect perception more than service level reviews. Many internal IT areas lack the voice of the customer; the Service Desk is one of the few areas that can speak credibly on behalf of the customer. The information collected by the Service Desk can identify potential opportunities for continual service improvement, grounded in the user experience.