Unstructured Data Defined

by Martha Brooke | June 16, 2016

80% of CEOs believe their CX is superior. Only 8% of their customers agree. That's a lot of bad Customer Listening. Let's raise the bar!
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What Is Unstructured Data?

Unstructured data is customer verbatim comments from survey text, service calls, emails, chats, reviews, and other narrative sources of information. If used correctly, it presents a goldmine of insights.

Often, however, some companies are so stumped by this data that they just toss it and hope no gold nuggets were lost. Other companies rely on text analytics software.

Both are grave mistakes because customer verbatims are—quite literally—the voice of the customer.

What Is Going On?

Here’s what we see going on with unstructured data:

  1. Companies don’t know the best practices for quantifying their unstructured data. They either rely on out-of-the-box software solutions or, even worse, they simply read the comments. Neither of these provide the precise metrics you need.
  2. In our ROI-driven world, managers don’t know if rigorous text analysis is profitable—but the fact is, it probably is.

Food for Thought: How would your company be more profitable with more insight into your unstructured data?

Go beyond simple tone and sentiment analyses. With verbatim analysis you’ll have customer effort metrics, department-specific recommendations, and meta-themes in your customers’ experiences.

To find out more, let’s talk about your verbatims. It’s a great way to learn about the valuable metrics you get from unstructured customer feedback data.

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