Britons are keen to speak to a real person when phoning a call centre, according to the latest research figures.
A study carried out by online insurance company swiftcover.com found 73 per cent of participants were so eager to speak to an operator, rather than an automated system, they pressed the wrong button in order to be put through to a call centre worker.
Marketing director for the researcher Tina Shortle claimed consumers are becoming "frustrated" with the service offered by some firms.
The research also found 91 per cent of those asked were annoyed by the amount of time it took to connect to a call centre operative, representing a ten per cent rise from 2005 figures.
Elsewhere, supermarket giant Tesco is set to create 300 jobs in the call centre industry by using a £1.25 million grant to open a new customer care complex in Scotland, it has been revealed.
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