If data isn’t in a predefined uniform format or entered in to set fields, it is considered unstructured data. Emails, word documents, social media posts, photographs, audio files and videos are all examples of unstructured data.
Unstructured data is of huge value when it comes to understanding customer sentiment or preferences, identifying trends or gauging how well a business is meeting expectations in terms of customer experience. However, there is no simple way to process, analyze or gain insights from it using traditional tools – it can’t be fed into or stored on a relational database, for instance.
This problem, coupled with the fact that the amount of unstructured data available is growing exponentially every day, has led a number of leading customer experience management organisations, including SItel Group to develop new ways of processing it, using artificial intelligence, machine learning and algorithms so that it can be combined with structured data and provide the biggest, clearest picture possible in terms of customer understanding.