Call Centers create competitive advantage for organizations that learn to create them well; whether there are two or twenty people answering calls. In most instances, calls are answered by an (AVRS) automated voice response system allowing the caller to participate in determining where they need to be routed. This streamlines the process; routing the person to the agent best suited to assisting the caller. While this process makes sense for the business, do callers become frustrated with being stuck in an endless loop of options to choose from so that when an agent comes on the line they are met by a frustrated caller?