I have seen this play out before and I am no fan of how this is done. There seems to be a new way of thinking with the younger people who are making these decisions that they have been taught that somehow does not work in real life. Experience is what counts and your value is far more than what they can see because it does not fit their narratives.
When you make all interaction transactional, human value goes down the drain. And, that includes the interactions with those "valued customers" companies spout about. No wonder there are commitment issues.
Yes this is exactly how it is. Companies go about cost saving in the wrong direction and staff is not where you look. If you have hired correctly then that is not the problem and if you think it is then you are not the right person to find the savings. There s a company here about to cut their staff by 30% and I know I could find the 30% elsewhere.