Special technology needed
When a customer writes a review on the Internet, there is no special skill or technology needed to capture that instance of the voice of the customer. But on other occasions special technology is required to capture the text. Fig 3.3 shows two instances where special technology is required.
- Paper. Occasionally the voice of the customer arrives in the form of paper. People write letters. People send memos. People take notes. And even though much of the communication done in today’s world is done electronically, paper remains a popular medium for communication. When paper is used, OCR allows the paper to be read and the writing on the paper to be transformed into electronic text.
- Recording. The other occasion where the voice of the customer must be captured is the case where the customer’s voice is recorded. Typical of recordings are call centers and direct customer interchanges. The fact that recordings are used for call centers...
