Every touch point or interaction with a customer results in the creation of data that that the organization collects and stores. Some organizations don’t know how to use this data to generate real business value. Text analytics is one method of using this data. It also allows organizations to tap into data such as emails, call center interaction records, form or poll responses, and social media information to learn the why behind customer motivation. Read more about some ways to use text analytics in CRM at: http://it.toolbox.com/blogs/insidecrm/4-ways-to-use-text-analytics-in-crm-70696