Calling Customer Support can be a painful experience. After you get through the automated system you end up speaking to a person half a world away. Often you can barely understand the person and even “if” you can get your problem fixed it is always frustrating.
In contrast take a look at the popular online retailer Zappos. Touch one button on the automated system and you are talking to a real person. I had to return a backpack yesterday and talked to John at Zappos. Not only did he handle the return, he also helped me find the correct color backpack (my teenagers are very picky). The process was painless and enjoyable.
Great customer service is just one of the reasons Zappos owns the customer experience. Who answers your phones?