My internal customers at my current job like to DM me on Slack at all hours of day and night to ask me banal questions about their password or MFA device status. All of these have well documented answers I've sent them before, and have a general availability chat room I've sent them to, meant for them to be able to reach any of the members of my team who could assist them, and an entire ticketing system that could resolve their issue.
But no, they've decided it is my personal touch that is needed. Thankfully, I have a manager who is willing to stand behind me to ignore these customers who need me personally to hold their hand. I've been ignoring one of them for 3 months now. They still haven't reset their password the way they were told to the last two times they forgot it. They evidently don't need that account, since it's been inactive for 3 months and they're willing to wait to personally make it my problem.
There's classes of customer that really like to use their relationship to exert some power over their world and another human, whether it is remotely reasonable or not.
Sounds nice, but it's not reality. At my organization, most of the support calls were asking how to reset their password. Paying human beings to answer that question over and over again was just lighting money on fire.
Unfortunately, the customer paid a price that did not include the human fee, and likely also wouldn't have bought whatever they did if it was included.
In a few cases this is true, but usually people just want to achieve a specific task or answer a specific question, and if there's a button they could click to do it or a one-sentence answer, giving them that right now, vs. after a day of waiting, is almost always a better experiences.
IMO this is tone-deaf. If customers want to talk to a human then a human is needed.