Google does provide phone support to Gmail customers who subscribe to Google Apps Premier Edition, which costs $50 annually and includes larger storage quotas and other benefits. Customers who use the advertising-supported version of Gmail, however, must rely solely on what Google calls “self-service online support.”

Microsoft and Yahoo similarly offer phone support only to their premium e-mail customers. (Yahoo says it offers phone support for its free e-mail service “in some cases,” but it does not publish the phone number; it is revealed to the user in distress only after e-mail communication fails to resolve the problem.)

Last month, Google’s official blog dispensed advice for those unfortunate souls who find themselves locked out. The post, “What to do if you can’t access your Webmail,” scolded users about not sharing passwords with anyone, pointed customers to a form to reset the password and, if that doesn’t solve the problem, to another form to start the “account recovery process.”

As customers, we bring the same expectations to Google’s personalized information services, like Gmail or Google Docs, its word-processing service, as we do to our bank’s Web site. These are places that hold information very dear to us. My bank recognizes that losing access for days at a time is unacceptable. It provides me with round-the-clock phone support for account problems. So, too, should Google, even if I pay the company not in the form of a monthly account fee, but with my attention, which Google commercializes by selling slices to its advertisers.

Last month, with cases like Mr. Lynch’s in mind, I contacted Google to see what the company had to say about my suggestion that it add phone support for its customers with account-related problems. The company returned with a debate team of three to argue the negative position: Matthew Glotzbach, who works with Google’s business customers; Roy Gilbert, who handles consumers; and Greg Badros, who is an engineering director.

Newsletter Sign Up Continue reading the main story Please verify you're not a robot by clicking the box. Invalid email address. Please re-enter. You must select a newsletter to subscribe to. Sign Up You will receive emails containing news content , updates and promotions from The New York Times. You may opt-out at any time. You agree to receive occasional updates and special offers for The New York Times's products and services. Thank you for subscribing. An error has occurred. Please try again later. View all New York Times newsletters.

Mr. Glotzbach began by saying that “one-to-one support isn’t always the best answer” because it would take Google too long to collect lots of data about a problem that is affecting many users simultaneously.

For systemic problems, data collection is important. But not for other categories. Account recovery could be slow for a locked-out customer who doesn’t have a backup e-mail account, and who declined to provide a security question and answer because of concerns that someone else could use it to get in (which is what someone did to Gov. Sarah Palin’s Yahoo Mail account).

Mr. Badros argued that Google asks so little personal information of a new Gmail customer that it’s hard to determine identity when the genuine user and the impostor both present themselves to claim the account, and neither can produce the verification. He said more information could be asked of users when they sign up, but the inconvenience would dissuade them from trying the service.

Advertisement Continue reading the main story

Mr. Gilbert added that proving identity with only minimal information is a problem, whatever form of communication is used to reach customer support. He said, “Even if they were standing right in front of us, it wouldn’t help.”

THIS makes sorting out competing claims seem permanently hopeless, when, of course, this is not the case; it simply means that standard security questions will not suffice. But if Google were to use real people to sort out identity problems over the phone, the only remaining consideration would be the one that Google’s panel of experts didn’t mention in our talk: cost.

Google says it has “tens of millions” of Gmail customers. (It declines to be more specific.) If it’s willing to consider phone support for account-access emergencies, it can take heart in the example of Netflix, which last year adopted phone support with enthusiasm, replacing online support completely. For all customers. For all problems. And without resorting to an offshore call center.

It turns out that a staff of 375 customer service representatives are enough to handle calls from Netflix’s 8.4 million customers, answering most calls within a minute. Netflix says with justifiable pride that it has received the top ratings in online retail customer satisfaction by both Nielsen Online and ForeSee Results.

A Netflix spokesman explained the complete switch to phone support: “Most people don’t need customer service,” he said, “but when they do, they want it now.”