“If they just improved the design and published the options on their website, it would help their customers a lot.” Richard Lloyd, Which?
Mr Clarke, who lives in Fawkham, Kent, said that with better menu design at least 3million caller hours could be saved.
Mr Clarke, 53, said his crusade against the call centres started “naturally”, with notes taped to his computer.
He said: “I told a few friends and family and the database started to grow.
“As I researched it, I realised the reaction from people was always the same – that there were too many options, too many levels, and it took too long to get through.
“If you know what numbers to press, you can get through in seconds rather than minutes.” For example, a Lloyds TSB home insurance customer who wants to report a water leak would normally have to spend more than four minutes wading through 78 menu options over seven levels, according to Mr Clarke.