So Many, Many Words

Companies have a treasure trove of customer intelligence. Now they also have the tools to make sense of it.

A couple of years ago, Travelocity decided it had to get to know its customers better.

A company team spent several months poring over some 10,000 customer surveys, trying to figure out what people liked and didn't like about Travelocity. "As you can imagine, it was a very challenging process," says Don Hill, director of customer advocacy.

That was only the tip of the iceberg. To keep up with customers, Mr. Hill figured, his team would need to track and analyze 30,000 survey responses, 50,000 emails, and notes from half a million calls to the company's service centers -- every ...

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