IVR, or interactive voice response, is a what allows phone systems to process touch tones or voice waves during a telephone call. IVR technology is responsible for the menus people hear and respond to when they call up a company or business and hear the words: “press 1 for sales, press 2 for marketing, press 0 to speak to the operator,” for example. IVR systems can be fully customized to playback dynamic audio or pre-recorded menu options.