Think part of the problem is that sophisticated marketing licenses unrealistic expectations. Even at a basic level, a slogan such as "putting the customer first" will license some pax into thinking they are owed the earth (including being "put into First").

As schemes get more complicated - a multitude of fare buckets, special rules, FF programmes, partner deals, codeshares, etc. etc. its no surprise that customers get on the phone and are frustrated to discover that the CS rep understands less about the particular situation than they do.

I can cope very well with a CS rep who does not understand something and needs the time to go and check and come back. Problem is that so many of them seem hardened by less patient people and go into defensive/fib mode. Or that the systems are not in place - so its not even possible for them to call me back or for me to email them etc.