From personal experience in multiple startups I can confirm that with regards to customer service and sales processes AWS is light years ahead of GCP.
That said I have heard even better stories about Azure actually - apparently it is yet in another league of its own in terms of perks and actual service game.
The Azure service game is indeed incredible. Every experience I've had with them has been excellent.
A client once requested we file a support ticket with Azure to help deal with a performance issue my team was working through. It wasn't really all that urgent, but the client requested we use the highest urgency level anyway. So I filed our ticket.
In less than a minute I felt like my phone was being blown up by every engineer at Microsoft. And the messages they left made it clear that the fate of humanity hinged on resolving our issue within the next five minutes.
On top of that, the depth and intelligence of the support was downright humbling to this fellow engineer.
(At the end of the day, it turns out we'd screwed up and left debug logging on.)
AWS has had many years to build and polish their sales process, and it shows.
GCP felt like the engineers built a good platform and then tossed it over the wall to some old school VP of sales type people to pitch it in whatever way maximizes their commission checks.
Azure feels like a finely honed enterprise sales org that understands what they need to do as underdogs in this market.
Most people on here dislike Azure because they don't buy into the Microsoft ecosystem, which is absolutely understandable, but if you do buy into the ecosystem, Azures really pretty great.
AAD ties everything together (this is a pro or a con depending on whether you use it), meaning you get secure SSO (including biometric security) for everything from device provisioning to machine identity (through service principals), and then Microsoft 365 E3 and E5 licenses offer every internal business tool you'll probably ever need in one place.
That said I have heard even better stories about Azure actually - apparently it is yet in another league of its own in terms of perks and actual service game.