The best measurement of customer support is whether, after the interaction, the customer would recommend you to a friend. Time on the line, refunds given or the facts of the case are irrelevant. The feelings are all that matter, and changing feelings takes humanity and connection, not cash.
It doesn’t matter if your “forgot password” link is clearly visible. That fact is irrelevant. What matters is how you react to show how human you are and how you make a connection that changes how that person feels about you and the solution you aim to provide.
Don’t let your pride stop you from providing a delightful experience.