We buy a lot of laptops. They used to have a sticker on the bottom with the Windows license key in case we had to reinstall. But the new laptops we bought (from the same company) hid that sticker underneath the battery.
At least 6 people in our office called to ask about ordering replacement CDs, assuming that the key must have been lost on the disk’s paper sleeve.
Total cost to the PC maker? At least $200 in support calls.
Because no one thought to put a page on their tech support site about where to find your license key.
Worse: After the zillionth call, that note still isn’t there.
Lesson: What is the daily cost to you of not having a system to capture the most common questions from customers and get them answered on your website?