New York--The Direct Marketing Association has introduced live Web voice technologies on its Web site. The option, meant as a customer service tool for the DMA's 4,700 members, allows users to click on a button to talk in real time with a DMA representative. It's an approach that's been implemented in the financial services and retail industries, with mixed success. Reston, Va.-based eStara Inc. is providing the technology. "Estara Web voice services will allow users of our Web site to save time and get the information they need quickly by having their event and membership questions answered in real time," said Robert Blakeley, the DMA's director of Internet development, in a statement.