Getting Started With Using Unstructured VoC Data

MaxContact Voice of the Consumer Report 2 Box

Understanding structured and unstructured data is key to building an effective Voice of the Customer (VoC) system.

To find out more, we asked Nate Brown, Co-Founder of CX Accelerator, to explain the key differences between ‘structured’ and ‘unstructured’ VoC data.

Video: Getting Started With Using Unstructured VoC Data

Watch the video below to hear Nate explain the key differences between ‘structured’ and ‘unstructured’ Voice of the Customer data:

With thanks to Nate Brown, Co-Founder of CX Accelerator, for contributing to this video.

★★★★★

Structured vs Unstructured Data

“Structured and unstructured data. It’s so important to know the difference, and to be acquiring both into your overall voice of customer engine, to use a Jeanne Bliss phrase there.”

What Is Structured Data?

Structured data is feedback collected through channels created and controlled by the business.

This includes surveys, feedback forms, and other tools where companies direct the flow of customer input.

“Structured is where we asked for it, and we control the flow of information in terms of that voice of the customer data.”

What Is Unstructured Data?

Unstructured data is feedback that exists independently of the business. It’s found in conversations, online reviews, social media, or community forums.

This type of data requires businesses to seek it out and interpret it without predefined formats, as Nate explains:

“Unstructured, it’s just out there in the wild. It could be on a review site, could be a conversation on an airplane. It’s just out there all over the place. And our ability to gain meaningful insights from that and to draw that into our engine is so important.”

Why Both Types Matter

Most customer feedback, often around 80%, comes from unstructured sources. Tapping into this wealth of information provides deeper insights that structured data alone cannot.

“Upwards of about 80%, for most of us, is in the unstructured data area. So what is that? It means that we did not create the channel for feedback.“

To build a comprehensive VoC system, businesses must gather and analyse both types of data.

Listening to Unstructured Data in Action

Successful brands know where their customers are talking and engage with them directly.

“Be where your customers are talking. Gain maturity in the ability to listen where your customers are talking. I’ll use the example of GoPro inside a third-party community, an unstructured community called Slickdeals.

And this is an environment where people are hyper-aggressive to find great value, and brands are picked apart in here so often because they’re not present, they’re not listening.

But GoPro showed up, was in the community, validated the community, and just provided transparency and great information around the value of their products

And that brand is a hero inside of the community of Slickdeals just for listening, for being present, being transparent, and for validating that community function, That’s them being where their customers are and listening really well.”

Where to Start

Identify where your customers are active, whether on Discord, social media, or niche forums.

Be present, listen, and engage as a genuine member of those communities. This approach enhances your VoC capabilities and strengthens customer trust.

“So think about where your customers are hanging out. Discord. It’s amazing how much popularity Discord has collected lately.

And just being inside that community, being present to listen, to participate as a community member, you get so much loyalty and so much credibility through that process and it just enhances your voice of customer listening capability so much.”

By leveraging both structured and unstructured data, businesses can gain a fuller picture of customer needs and build stronger relationships.

For more on the topic of unstructured VoC data, read our article: Are You Embracing the Potential of Unstructured VoC Data?

If you are looking for more great insights from the experts, check out these videos next:

Author: Nate Brown
Reviewed by: Robyn Coppell

Published On: 20th Jun 2023 - Last modified: 29th Apr 2025
Read more about - Video, Analytics, Nate Brown, Voice of the Customer