A long time ago getting personal customer support was straight forward. Customers went directly to the seller and received a swift answer to their questions. For non-urgent support, mail was a slow but acceptable way of communicating. Then there was the telephone which was a great new way of having fast personal live support without the time-consuming travel. But when the number of customers increased, companies had to create call centres to keep up, which created long waiting times. Eventually, mail was first replaced by email and later on by webforms and generic self-service FAQ’s, which eliminated any form of personal customer support.