Not very customer friendly AT ALL!!! What would improve the experience is if they create a support ticket but not resolve the issue, the support ticket should automatically be queued for a call back by a support tech, just as if you called in and the problem was not resolved. What is the value of a failed attempt at expediency. What happens is that the user is left with a bad taste in their mouth and remembers it the next time they have an issue.
But then again, maybe that is a good thing at encouraging them to call someone qualified to answer the question and even cares............ In other words, their reseller!!