[Animats]

Love the "Reduce Customer Anxiety" phrase.

Reminds me of the emergency telephone signs on the Golden Gate Bridge. They once read "Emergency Telephone in case of Breakdown", so people could call a tow truck. Then they were changed to "Emergency Telephone for Psychological Counseling" and now connect to suicide prevention. I can see someone with a flat tire on the phone, "And how does having a flat tire make you feel?"

This mindset is totally inappropriate for a B2B service. The caller is probably not anxious. They're at work, doing their job, keeping something working. They need repairs, not grief counseling.

[1_2__3]

It's the new fad of marketing support as being an advocate for the customer. They use language and phrasing to imply they exist to make the customer happy/relaxed/productive which if it were true would be a great thing.

But it's just marketing, at the end of the day support is still a large expense that some companies believe they don't have to bear. This seems to work for some companies better than others, likely due to different business models leading to different customer expectations and requirements.

[noja]

Don't worry dear customer, the company "understands your concerns". Great! (But that doesn't hel me get my problem solved.)