An example of how Horizon DVD fails in the respect of consistency customer service The inconsistency of customer service could disappoint and drive away the existing customers. Horizon DVD Rentals fails in this respect recklessly. A customer once mentioned that the owner occasionally void the fine for returning DVD late. This tolerance may conceive the idea that it is not important to return the DVD on time. Once the late penalty was charged in contrast to the previous free of charge instance, the customer deemed that as a mistreatment. Such inconsistency of customer service will cause enormous amount of damages to the business, for customers will not come back again.