From the tools, to the methodology, data analysis, and corporate structures, it is safe to say that customer experience strategy has evolved significantly over the last several years. One approach that has evolved is the use of unstructured data.
With new tools available to help capture and quantify customer comments, complaints, appraisals, and discussions, Customer Strategists are able to incorporate a broader range of customer feedback to magnify the areas needing attention and support corporate business strategy.
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.
- The words customers use to describe a company, product, problem, or positive experience adds context and can be helpful in developing customer communications.
What do you think? How are you leveraging unstructured data to improve the customer experience?
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