Consumer Experiences Calling Toll-Free Corporate Hotlines

The use of toll-free 1-800 numbers is an increasingly recognized means for companies to communicate directly with consumers. This study examined actual toll-freenumber calls made by 121 respondents. Calls were evaluated for content, quality,and caller satisfaction. The findings suggest that although most call experienceswere positive, there was variability in call handling and in perceptions of satisfaction. Dimensions that contributed to caller satisfaction included operator characteristics such as knowledge, courtesy, and interest. Specific behaviors includedapologizing for a problem, thanking the consumer for calling, and encouraging thecaller to call again if the need arose. Respondents frequently noted that reducingtime placed on "hold" was one way to enhance satisfaction.