Google did a terrible job at servicing (customer service) their phone. Trust me, an email address isn't enough. People want to call someone. And people want to take it someplace to get it fix or swapped out. The same day. A tablet/phone isn't the same as a PC. No one wants to overnight their phone for a replacement next week. ;)
1/ They're doing the "call me" support feature, which is one awesome thing that Apple support does. Google, however, doesn't seem to understand what problem is being solved here, so they implement the feature without solving the problem. I file my issue online, click "call me back" and within seconds my phone is ringing. Then I'm waiting on hold for 10 minutes until a Google support specialist can talk to me.
2/ They've apparently got multiple tiers of support people who are working out of silos that don't communicate very well together. The person you talk to on the phone apparently can't really do much except for file a ticket, which gets shipped off to a higher level of support who you can't communicate with. And apparently the lower-level people can't communicate with them either. In my case I thought my Galaxy Nexus had been stolen from my front porch (UPS insisted they delivered it, but it wasn't there).. the next day I learned that they just delivered it to the wrong house, and I got it. But by then I had talked to someone at Google who filed a ticket to level-2 support to ship me out a new Nexus and to remote-disable the one I now have. When I called them back to try to cancel this whole thing they couldn't even comment on the ticket they sent to level-2.. they can only file another ticket asking level-2 to not disable my Nexus and hope level-2 gets that one before they get the first ticket.
Also, consumerlaws in the EU make it clear that the company you buy from is responsible for quality, guarantees and support.
Yes, there are cases where one can register a product with the producer and get a guarantee that way, but even then, EU law is clear: the buck stops at whoever sold you the device.
So, even then, I would be inclined to contact the seller earlier than the producer because, in the end, if you buy form Q, Q is the only one who has an obligation to help you. In this case, If I were to buy from Google, and things didn't work as expected, I would contact Google. They cannot hide behind "but we bought it from X". If they could, consumers would typically get no support at all. For example, X would say "it looks like the battery is the problem. That is not ours; we bought it from Y"; Y would say "I don't know. Maybe it's the controller chip? Z made that"; Z would say "we outsourced the software for that chip" or "no, it's not the chip, it must be the chemicals in the battery/the device getting too hot due to incorrect firmware in some other CPU", etc.
Open a store. Have an online booking system. When someone comes in after booking a time, have staff with some basic training go through a list of things to get a rough diagnosis. Give the customer an estimated repair time and cost. Simple things should be replaced on the same day.
That's how you do it.