“We intuitively sort of knew what we didn’t like in customer service everywhere else: automated calling trees, slow response times, poor problem solving, etc., so we made sure there was as little friction as possible between the customer contacting us and actually getting their problem solved.”
So simple yet many companies don’t get it. Don’t try to automate everything in the quest for providing better support. Don’t do things just because it’s easier on you while putting more burden on the customer. Instead, focus on eliminating the friction between a customer and you connecting. Everything else is secondary.