Robert B. Settle

Acceptance of the phone-based interface for automated call direction

A survey of 800 adults from the general population was performed to measure public attitudes and reactions toward the phone-based interface for automated call direction (ACD). Attitude, image, calling frequency, behavioral reaction, and demographic data were collected. Results indicate that organizations designing menus for ACD should not anticipate positive reactions from outside callers. Three recommendations can be made from this study: consider the effects on outside callers; minimize the breadth of the menu; and have human operators available.