Most large companies have a foundation of fact about their customers in their data warehouses and business intelligence systems in the form of structured data: purchase history, coded responses to surveys, service ticket types, and so on. This foundation, however, lacks critical customer information, which floats above the fact plane. Call-center notes, open note sections of surveys, emails, weblogs, chat rooms, online forums, product reviews—and more—must be incorporated into the intelligence-gathering and analysis functions of a company.
Many companies are learning that the only way to be customer-centric and to have a customer-driven business strategy is to leverage this feedback across the organization methodically, comprehensively, efficiently, and effectively.
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