I would say from my own experience that the option to log a support ticket is not obvious enough. A lot of emphasis is put on the self help options. Most admins in my experience will be coming for support after already exploring self help options and may find it frustrating to be directed to generic articles, but I understand it is important to show this by the same token. I would however encourage drawing more attention to the ability to get immediate assistance by opening a support ticket.
In addition to this, I favour email communication over a telephone call. When I select this as my contact preference, I find that the support agent will regularly ignore this and try to call me as the first response. It would be good if they could acknowledge the contact preference selection.
Above anything though, I would like an online chat option for support. This would make things so much easier.