They like having a conversation to get their questions answered, via phone and live chat, but they hate waiting for help, they scream at voice recognition systems and they detest when live chat takes minutes, instead of seconds, to answer their questions.
Imagine if the problem had been first identified in November via a process to audit related systems based on the one reported intrusion into the internal chat application, or if an intrusion detection system had started firing red based on the exfiltration of their entire MySQL database.