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Three reasons to use unstructured data

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.

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Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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