This exercise is clearly designed to gently nudge more people over to the online system. IF they find it works and is hassle free, then they WILL be happier with that service than waiting in a phone queue, and will achieve said 'greater customer satisfaction'.
Getting 2000 customers sorted now will then make the phone sales smoother next week too, so those customers are happier too.
Lets face it though, whatever they did, some people would moan, wouldn't they BigGully?
Can you book kids tickets online now ? Family stand and all that ?