A couple counter points that are kind of the same point.
1. I actually hate talking to customer support that doesn't speak my language as fluently as I do. It makes communicating the important part of what's wrong in these complex scenarios that much more frustrating.
2. Customer support, even when human, often is useless because their roles get restricted to scripts. Discover is a company that used to have amazing customer support, especially when dealing with the complexities of charge disputes. I listened to a woman refuse to give me any idea of what "evidence" I should submit to a charge disputes with a hotel that was billing me despite no services rendered. Instead she read off what seemed to be a script. I hung up, dialed back in, got someone new and they answered my question in great detail.
I think my point is the same as the authors; there should be a high bar for customer service but I'd take it one point higher and say we've been letting that bar slide for a while.