Unstructured customerconversation content is very difficult to map to enterprise transaction and master data management systems, which form the core of enterprise business application software.
My colleagues here at CEB, Matt Dixon and Brent Adamson, have written extensively about commercial insight in a book that has taken the B2B sales and marketing community by storm: The Challenger Sale: Taking Control of the CustomerConversation.
On May 5, I spoke with a T-Mobile customer service rep, who began the conversation by thanking me for having been such a loyal customer for 3 years now!