Due to the implementation of new speech recognition systems at the call center of British company Bristol Wessex Billing Services, its costs have been reduced by 75%. Besides the customer service levels for its 1,100,000 customers have improved, and a 24-hours service has come into service, available 7 days a week. (sw). Brands are completely computerizing their dialogues with their customers. To become a stronger brand, to extend their service, and to reduce costs. This research clearly shows it is really going that direction.

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