Today, organizations are realizing how important call centers can be in managing customer relationships. In many firms, call centers have a dedicated, well-trained staff providing 24/7 call support. And they have implemented technologies to better customize the help and information customers receive. For example, calls can be routed to various call center geographic locations based on the time of day, specialization required or the current wait time at each of the call center locations. NICE Systems Ltd. Of Israel, for example, sells an automated system that digitally records customer-agent conversations and scans for words such as “cancel”; these conversations are flagged and then managers are sent reports with the customers ’names so they can potentially resolve customer problems.49