K. Shivakumar, Skyline University College Sharjah, UAE

This study examines the experiences of consumers using vanity toll free numbers during the following three phases (pre- usage, usage, post-usage). This includes, the source from where they came to know the vanity toll-free numbers, perceptions about using vanity toll-free numbers, frequency of usage, industries and organizations they have tried to contact, problems encountered by them and their post usage reactions and managerial implications

Data were collected from 250 respondents residing in and around the Emirates of Sharjah and Dubai of the United Arab Emirates. The survey results indicate the following: that the sample came to know about the vanity toll free numbers through print media, audio-visual media, radio and word of mouth in that order. The respondents find vanity toll free numbers are easy to operate and helpful. The respondents used vanity toll- free numbers to call the following institutions and services: Banking, Fast – food outlets, Airlines, Travel Agencies, Insurance and Taxi respectively, to gather the required information, to get solutions for the problems faced by them, and/ or to get the desired service.

The survey revealed that the respondents faced problems such as long waiting time and unable to speak to the right person. It is suggested that to improve the services of vanity toll free numbers, professionally trained staff should be available round the clock to attend consumers’ calls. Organizations can prepare a list of frequently asked questions and orient the staffs who attend vanity toll free calls. Also staff handling vanity toll free calls should be trained to be thorough professionals who can communicate effectively the relevant information in a polite and courteous manner. To successfully meet this requirement, organizations can customize their training program and these training programs can be periodically updated and modified to suit the changing needs of the consumers and the organization.

It is further suggested that studies taking samples from other Emirates can be carried out on specific service industries or
manufacturing organizations.

Keywords: Consumers, Vanity Toll – free numbers, Phases, Frequency, Problems, Training

Suggested citation: Shivakumar, K. (2012) Consumer Experiences Calling Vanity Toll–Free Numbers - An Exploratory Study. Skyline Business Journal, Volume 8, Issue 1, pp 38-44.

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Shivakumar, K. (2012) Consumer Experiences Calling Vanity Toll–Free Numbers - An Exploratory Study. Skyline Business Journal, Volume 8, Issue 1, pp 38-44.