If you aren't already adding unstructured data as a part of your customer strategy program, consider the following benefits:
- Combining the unstructured data with the structured data, such as financial information, operational metrics, and customer survey responses allows an organization to prioritize the areas that drive customer behaviors. Without it, a company might be tempted to act on the loudest voice, which might not influence future purchase decisions.
- Most business decisions require evidence and validation before resources are allocated. Leveraging all sources of customer information builds confidence that the organization is dedicating resources wisely and allows them to take action on issues that may otherwise have been dismissed as "anecdotal."
- The words customers use to describe a company, product, problem, or positive experience adds context and can be helpful in developing customer communications.