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I've experienced Nook 'customer support' and Kobo customer support. This was, of course, prior to BN outsourcing a few days ago.
With Nook I'd get people who were clueless about the product. They didn't understand terms like 'download'. They didn't know how the device worked or what it could do. I was also hung up on when calling in, and disconnected when using their online chat. Toward the end of using my Nook I generally tried to resolve the issues that arose with third party forums like this one, and BN's own which are basically just other Nook owners.
With Kobo I got answers. I wasn't hung up on. The biggest hitch was getting a tracking number for my H2O, which did have me calling back a few times. But that was (is?) apparently an issue that plagued Kobo at the time.
I can't see this latest change as something which will change anything about the Nook experience. I almost think BN is doing this to intentionally drive away the Nook customers they still have so that they can just shut Nook down entirely.
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