Research Finds That Entrepreneurs View Unstructured Knowledge because the Subsequent Technology of CX


REDWOOD CITY, Calif. – April 28, 2021 – A commissioned examine performed by Forrester Consulting on behalf of Status, the worldwide chief in popularity expertise administration (RXM), discovered that almost all of promoting and shopper expertise (CX) professionals contemplate buyer suggestions and unstructured knowledge key to constructing impactful model experiences, however many are centered on gathering massive quantities of information versus top quality knowledge. 

Consisting of ad-hoc buyer feedback similar to casual social media posts, unstructured suggestions is usually qualitative in nature and supplies a invaluable supply of real-time perception. As extra customers work together with manufacturers throughout numerous digital contact factors, similar to chat and social media, it’s gaining in prominence. The examine exhibits that whereas 84% of determination makers see the worth in unstructured knowledge and shopper suggestions, solely 30% of information collected is unstructured, forsaking a trove of direct shopper insights that would gas enterprise development. 

The examine included insights from 152 digital advertising or buyer expertise determination makers within the U.S. It discovered that 70% of those determination makers imagine unstructured knowledge is essential in assembly CX targets, however they’re struggling to gather that knowledge. They’re gathering buyer suggestions throughout a median of six touchpoints and storing throughout roughly 5.5 instruments, however 42% wrestle to make sense of buyer suggestions and knowledge that they gather. Moreover, practically 40% of determination makers really feel that their organizations are too centered on quantitative knowledge, leaving a trove of qualitative data-based insights on the desk. 

“We imagine that knowledge is just as highly effective because the actions you are taking from it, and this examine exhibits that advertising and CX leaders typical wrestle to make sense of the it, particularly unstructured knowledge, or knowledge within the wild – the unadulterated reflection of on-line popularity present in social media feedback, critiques or survey responses” says Joe Fuca, Status CEO, “This specific kind of information is extraordinarily invaluable to companies, because it serves as the important thing to unlocking richer insights. Nevertheless, determination makers have to discover a approach to harness it successfully, to drive enterprise development and keep on-line popularity.”


The examine confirmed that unstructured knowledge is energy, with practically two thirds of determination makers seeing it as the important thing to richer insights. It additionally discovered that unstructured knowledge results in: 

  • Deriving higher insights in buyer engagement 
  • Enabling staff to higher perceive clients 
  • Enhancing operations effectivity based mostly on suggestions 
  • Delivering higher enterprise worth 

To harness the worth of unstructured knowledge, companies have to mixture it with expertise. Nevertheless, many entrepreneurs lack the instruments to do that. Forrester discovered that solely 32% of decision-makers at the moment use a unified knowledge analytics software or mixture these disparate knowledge sources. 

Wish to study extra about how unstructured knowledge can unlock richer shopper insights? The Forrester Alternative Snapshot might be accessed right here

This Alternative Snapshot was commissioned by Status. To create this profile, Forrester Consulting supplemented this analysis with customized survey questions requested of 152 digital advertising or buyer expertise decision- makers within the US. The customized survey started and was accomplished in February 2021. 

About Status 
Status (previously, creator of the Status Expertise Administration class, is altering the way in which corporations collect and act on buyer suggestions to drive determination making and improve Buyer Expertise (CX) packages. Status’s interaction-to-action platform interprets huge quantities of solicited and unsolicited suggestions knowledge into prescriptive insights that corporations use to study from and develop. Hundreds of world organizations depend on the patented algorithms behind Status Rating X™ to offer a dependable index of name efficiency in an effort to make focused enterprise enhancements. Backed by Bessemer Ventures and Kleiner Perkins, and trusted by over 250 integration companions, together with Google, Fb, Salesforce, J.D. Energy, Amazon and, Status turns suggestions into the gas to develop companies around the globe. Go to to study extra.


Please enter your comment!
Please enter your name here