Regarding 3: I agree many CS functions should be automated (lost password is a good example). However, for foreseeable future a lot of people want to talk to a human. This is especially true for services that touch sensitive or mission-critical data (money, infrastructure).
As an example: I love Stripe as much as anyone, but I find it extremely odd that a company that touches up to 100% of another company's revenue doesn't have a phone number on their support page [a]
Maybe I'm old-fashioned but I think there's more to it. At my company, at least, great customer service has been a cornerstone for us and a reason people refer us and don't leave us.
As an example: I love Stripe as much as anyone, but I find it extremely odd that a company that touches up to 100% of another company's revenue doesn't have a phone number on their support page [a]
Maybe I'm old-fashioned but I think there's more to it. At my company, at least, great customer service has been a cornerstone for us and a reason people refer us and don't leave us.
[a] https://support.stripe.com/