Fighting fires or building firewalls

Why is it that we often reward fighting fires rather than building firewalls?

The sales person who pulls in a last-hour, unforecasted deal at the end of Q4 is treated as a hero, whereas the relationship manager who signs another deal on time with a long term customer is dull and boring.

The customer service agent who works all hours to react to customer complaints and has a brilliant ability to calm down angry customers is revered; whereas the agent who suggests making a change in a process because it keeps causing customer�s problems is often ignored.

In the world of social CRM, customers tweet, blog & post angry videos to YouTube because they have something to say and they want to be heard. You cannot possible scale to respond to the volume of social content using traditional channels and processes. So instead of constant fire-fighting, why not listen and fix the problem (or opportunity) at source.

Build firewalls instead of fighting fires.