As someone who has been on both sides of that conversation many times, that is a failure of your product. A user should not have to pick up the phone and call you (during normal business hours) to get a password reset.
There are plenty of things she could have done before calling me, but she could call me and she had a great experience doing so and now loves the product even more and has more confidence using it, because she knows if she faces something really hard, there actually is a person who will help her just a phone call away. If anyone asks her about it, she can say, "Omg, I just called them and they answered and I was in. I've never had that before!"
There's a real value in that and all it cost me was a phone call. No money well spent, imo. I was going to wake up that day anyway.
We can never optimize problems between the keyboard and the chair to 0%. The choice then becomes: create ways to help them, or accept that you will lose them.
There's a real value in that and all it cost me was a phone call. No money well spent, imo. I was going to wake up that day anyway.