Christopher Etter, a veteran entrepreneur, is the new chief executive officer at Recordant, a provider of point-of-sale information based on audio capture technology.

Recordant, which closed on $9 million in venture capital in February, is backed by The Aurora Funds in Durham, N.C.

Recordant works with customers to use point-of-sale information to provide what it calls “actionable intelligence.”

Etter’s most recent position was as CEO and chairman of IP Merchant Solutions, a company he founded.

"To be CEO of a company like Recordant is a chance few will have,” Etter said in a statement. “It is increasingly clear that our unique, versatile technology has the potential to revolutionize the operations of businesses, government agencies and any other entity that seeks to understand and improve its interactions with members of the public."

“Anybody who has suffered less than stellar customer service will have an instinctive feel for the potential benefits of our technology, analytics, and consulting services,” he added. “My job now is to make those benefits available to forward-looking organizations everywhere, and I believe we have the product and the team to do just that."

Leading the latest round of funding for Recordant was Pequot Ventures out of New York. Pequot is also a new investor. Kodiak Venture Partners, which led the initial round of funding for Recordant, participated in the B round.

Recordant, which was launched in 2005, has now raised $13 million.

The company’s focus is on what it calls "Moment of Truth Intelligence (MOTI)" through face-to-face audio capture, analytics and consultative services gathered at the point of sale.

Its system is designed to provide what it calls “qualitative information on the actual interaction between a customer and an employee.” By using the information, clients can improve employee-customer interaction, Recordant believes.