For the most part, customers want their issues resolved correctly from their first interaction. This is significant because a bad experience can lead to revenue loss. Support resolution is paramount for customers. No one wants to spend hours on the phone and talking to multiple agents who ask the customer to repeat their issue over and over again.
Also, the customer does not want to spend time tracking a product or a refund. Customers are time-challenged. When they set aside time to present an issue to a business, they expect a quick resolution.