The later part of that quoted passage ends with a possibly rhetorical question.

> ... When was the last time the CEO of the above company called their own customer support line?

So Bezos definitely hasn't done that in a long time. Definitely not in India. So I would say the answer ought to be: a CEO does that or has to do that only until the company becomes too big or has captured a sufficiently entrenched large slice of the market.