After years of working with CRM and its “360 degrees view of the customer” mantra, I came to realize how little an enterprise actually knows about its customers. The rise of the Social Customer affords an opportunity to learn what customers actually experience and what is important to them. I became intrigued and obsessed with the idea to use technology for automated extraction of this knowledge from unstructured data, such as on-line customer reviews and other forms of unsolicited customer feedback.
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