Making every opinion count
While big data is a crucial parameter to understand customers and their behavioral patterns, it is no longer the holy grail. To distinguish themselves and offer superior customer experience, companies need to make sense of the unstructured data that will help them measure the intangibles—emotions and influencing aspects. However, as Steve Jones said, making sense of unstructured data isn’t about technology, it’s a business challenge.
In the era of digital marketplace dominated by the narrative of consumer engagement, celebrity brand endorsement is fast becoming obsolete. The endorsement space has now been usurped by ubiquitous ‘influencers’ with a large fan following on social media. These influencers, with varied amount of expertise in myriad domains, are being increasingly approached by brands for reviews and feedback. In a survey conducted by Dimensional Research, an overwhelming 90% of respondents who recalled reading online reviews