“Press 1 for sales, press 2 for marketing…” is a thing of the past. No one wants to navigate through endless menus only to sit in line forever only to end up with the wrong agent. Today’s modern IVR applications can help to identify customers and customize how they get their answers as fast as possible – sometimes even without ever talking to an agent. It can also assist in creating new ways to prepare customers so they know what to expect; you can allow customers to opt for a call back, or serve themselves, or a host of other options.