The Hidden Side of CX: Mining Unstructured Data
Unstructured data from customers gives businesses a unique opportunity to inform strategy and customer experiences.
- Structured data (e.g., customer surveys, NPS) represent only a small fraction of the available customer feedback.
- Customers are talking about their experiences on multiple sites across the internet, from Twitter to TikTok, creating a torrent of unstructured feedback.
- Using technology tools and the ‘Three Vs’ can help enterprises capture unstructured data insights, leading to a better CX and competitive advantages.