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Success often starts with a great product or service, but more organizations are discovering that the key to staying ahead of the competition is listening to the voice of the customer. Great customer service can make it easier to attract and retain customers, and truly high-quality service can even increase revenue, as satisfied customers look for reasons to do business with your company.

But to listen to the voice of the customer, you need to be able to hear it, which isn’t always easy. Customers don’t have one voice, they have many—and they usually don’t say the same thing at the same time. The voice of the customer is buried in direct feedback and data about customer experiences that exists in customer care applications, call center logs, customer emails, chat sessions and web form collection reports, just to name a few sources. Most of this data is not only unstructured but also siloed by application. While many organizations capture, archive and manage this information in some way, they are not fully leveraging the content to gain insight from it.