Indeed, it seems that these buyers rarely refer to a manual when a phone is at hand. “If there is a book and a phone and they’re side-by-side, the phone wins time after time,” says Craig McQuilkin manager of service marketing for AST Research, Inc. in Irvine, Calif. “It’s a phenomenon of people wanting to talk to people.

And do they ever. Compaq’s help center in Houston, Texas, is inundated by some 8,000 consumer calls a day, with inquiries like this one related by technician John Wolf: “A frustrated customer called, who said her brand new Contura would not work. She said she had unpacked the unit, plugged it in, opened it up and sat there for 20 minutes waiting for something to happen. When asked what happened when she pressed the power switch, she asked, “What power switch?

Seemingly simple computer features baffle some users. So many people have called to ask where the “any” key is when “Press Any Key” flashes on the screen that Compaq is considering changing the command to “Press Return Key.

Some people can’t figure out the mouse. Tamra Eagle, and AST technical support supervisor, says one customer complained that her mouse was hard to control with the “dust cover” on. The cover turned out to be the plastic bag the mouse was packaged in. Dell technician Wayne Zieschan says one of his customers held the mouse and pointed it at the screen, all the while clicking madly. The customer got no response because the mouse works only if it’s moved over a flat surface.

Disk drives are another bugaboo. Compaq technician Brent Sullivan says a customer was having trouble reading word-processing files from his old diskettes. After troubleshooting for magnets and heat failed to diagnose the problem, Mr. Sullivan asked what else was being done with the diskette. The customer’s response: “I put a label on the diskette and rolled it into the typewriter.”