If you have a local store, that seems the way to go. Not only do you support your community, there is no substitute for face to face interaction. I had to wait a moment at the counter (on a Sunday afternoon), but once the process started, three employees with increasing degrees of Nook technical knowledge showed up in short order.
Barnes & Noble is still (mostly) brick-and-mortar based, so it's not surprising (though not really excusable) that their call-in and Internet support lags. The in-store stuff, though, is very impressive.