Paul Writer launches New Age Marketing ,
Video interview series of CXO’s highlighting best practices
Head- Customer Loyalty & Analytics
On managing unstructured data.
Currently the only unstructured data we are capturing is through the feedback form, whether in the soft form or the hard form. This data is finally used for text analytics at the back end, and then we get an understanding on what the customers are saying. In addition to this we are also looking at audio analytics as we operate a large Call Centre based out of Hyderabad, where many customers mention their feedback on the merchandise they have purchased. This data is collected by CRM systems, and is housed in a separate area where this data can be used to develop the sentiment of the customer for that particular month. For example, if this month we are launching a new campaign we receive a lot of calls and e-mails flowing in which talks about the campaign. These responses give us an immediate intimation of what the customer perceives from the campaign and whether we have carried out the right messages while launched. So unstructured data is fairly a new area but we are carrying out the following measures to understand how our marketing campaigns have worked.
“This data is collected by CRM systems, and is housed in a separate area where this data can be used to develop the sentiment of the customer for that particular month.”