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Mining the Talk: Unlocking the Business Value in Unstructured Information by Jeffrey Kreulen, Scott Spangler

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3. Mining the Voice of the Customer

In the previous chapter, we looked at customer interactions as one kind of “talk” that we could mine for valuable business insights. This chapter discusses another source of information about the customer and a somewhat different approach to mining it. Instead of mining the business’s interactions with the customer, we seek to hear what customers are saying about our company outside of those interactions. Every day our customers speak about us in numerous forums. The trick is to tap into this multi-threaded stream of consciousness and pick out what is relevant and then make sense of it. We call this approach mining the Voice of the Customer (VoC).

Market Research vs. Mining the VoC

The fundamental problem in ...

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