Marketers have historically prioritized structured data quality in CRMs and automation tools. Current emphasis must shift to unstructured data challenges, particularly in customer satisfaction surveys. Free text comments are often the most difficult to analyze. Various platforms exist for surveys that complicate data extraction, and different approaches lead to inconsistencies. Prioritizing Voice of Customer programs against other initiatives creates difficulties as well as relying on simpler metrics. The risk of over-surveying in automation increases data volume, hindering actionable insights from the unstructured comments.
The platform-related challenge includes using various survey tools from simple form solutions to comprehensive enterprise platforms, affecting the consistency in data extraction.
Process-related challenges arise from differing survey approaches leading to various data formats, alongside disjointed analytical responsibilities which hinder actionable insights.
People-related challenges in extracting insights from unstructured data include prioritizing Voice of Customer programs over other initiatives and the common reliance on simpler quantitative metrics.
With the rise of automation, the risk of over-surveying customers contributes to an overwhelming volume of unstructured data, complicating efforts to draw useful insights.
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