The present invention is a personalized assistance system for a user of a telephone, comprised of a first database, the first database having a contact list for the user. The contact list includes at least one contact name and a corresponding contact number and including the user's electronic commerce information. A telephone identification code is uniquely associated with the telephone and electronically transmitted to the personalized assistance system, when the user calls the system.A customer service representative terminal, coupled to the database and the telephone hardware are provided where the telephone identification code prompts automatic retrieval of the contact list to the customer service representative terminal in response to processing the telephone identification code. The customer service representative terminal obtains the electronic commerce information in response to a user request to perform an electronic commerce transaction.