Do I need to do the active service?

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I am a post-sales technical support engineer in a network company. What bothered me recently is that my company just carried out a series of rules which made my work more and more complex. Such as telephone follow-up,satisfation investigation. I am just an engineer.Why ask me to do these things.Company said it's called active service which could improve company's competitive ability.But I think these things are supposed to do by other people. I disgust it very much.Do I need to do the active service?