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Just to clarify - the whole issue isn't "first name"-oriented; it's using their actual name or title, rather than an indirect pronoun. "Sir" or "Ma'am" works great for those who prefer those, but "Mr. _____" is actually the 'preferred' way according to the theory in many business situations until you develop a rapport with someone.
However, over the phone, they usually give a first name, so most of the time that's all you have to go by . . . YMMV.
I do agree that the support personnel should be referring to you by Mr/Ms and last name, because that's business etiquette and there is a definite "power divide" there. That's a whole different sort of nerdery, though.
Also it is incredibly off-putting when the first name is used four hundred times on the phone - that's what happens when HR douches read a little and understand even less. Garbage in/garbage out and all that.
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