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