Customer feedback typically falls into one of two categories. There’s structured feedback, typically given in the form of survey questionnaires and responses. Then there’s unstructured feedback — everything else, in a nutshell.
Unstructured feedback is all over the internet, from Google reviews to Twitter mentions to Amazon ratings. Unstructured data accounts for 80-90 percent of all data. And more is being generated all the time.
While structured feedback is solicited, unstructured feedback typically isn’t. When satisfied or unhappy customers want to tell the world about your product or service they will. Gaining insights from unstructured feedback can be made from hundreds of thousands of possible data points. That makes it far too many for manual processing.
This is where reputation management comes in. Unstructured feedback is valuable, but companies will need a helping hand if they hope to transform unstructured feedback into actionable insights. The amount of daily behavioral data collection means companies can no longer afford to ignore unstructured data and feedback. Understanding your company’s reputation is a key component of measuring customer experience.
Improving the customer experience is a key priority for many businesses’ customer support teams. That is why gathering and responding to customer feedback is important. Without knowing how customers feel about a…