Beyond KPIs: Why Your Text Data is Worth More Than Your Dashboards

Hey there! Welcome to this week's edition where I'm excited to dive into something that's completely revolutionizing how businesses operate in 2025. I've been watching this transformation unfold before my eyes, and trust me, it's something you need to understand if you want to stay competitive.

The Hidden Value in Plain Sight

I've been watching a fascinating shift happening across industries. For decades, businesses have built their analytics and decision-making processes on structured numerical data. From accounting systems to modern dashboards packed with KPIs, numbers have reigned supreme. We've been conditioned to believe that these metrics are the holy grail of business intelligence.

But here's the reality I'm seeing in 2025: this is only half the story – and honestly, it might be the less valuable half. Research shows that a staggering 80-90% of new enterprise data is unstructured (mostly text), yet according to Deloitte, only 18% of organizations feel they're effectively leveraging this data. That's an enormous missed opportunity.

Why Text is the New Gold

Think about it – where does the real value in your business live? In the conversations with customers, the support tickets, the emails, the reviews, the meeting notes. All of this unstructured text data contains the actual voice of your customers and team.

But here's what's changed: With modern Large Language Models (LLMs), we can now extract profound insights from text that numbers could never reveal:

• The "Why" Behind the Numbers: Your customer satisfaction score dropped 5% last quarter. But why? Traditional approaches meant manually reading through thousands of comments. Now, an LLM can analyze all that feedback instantaneously and tell you "customers are frustrated with the new checkout process and frequently mention timeout errors."
• Actionable Intelligence: Numbers tell you to fix something; text tells you exactly what needs fixing and often how. As one expert put it, "Any data that augments analysts' thinking or provides validation about market sentiment is a useful tool."

The AI Agent Revolution: My Work in the Trenches

This text-based gold isn't just theoretical for me—it's what I've been hands-on with every day. I've been building Agentic systems for small businesses that fundamentally transform how they operate.

What exactly am I doing? I'm creating systems that automate the entire process: gathering unstructured data from across the business, tagging it intelligently, chunking it into vectors, and organizing it all into private databases. This gives my clients the ability to quickly leverage the gold mine of information they already possess.

The transformation I've witnessed is remarkable. Companies that once struggled to make sense of thousands of customer emails, support tickets, and internal documents now have AI agents that can instantly surface patterns, identify opportunities, and take action.

What This Makes Possible

The systems I'm building enable businesses to deploy AI agents that can:

• Handle Customer Service: Agents that understand context, solve complex problems, and manage entire conversations without human intervention.
• Support Sales Teams: Agents that engage prospects, qualify leads, and even negotiate basic terms – all through natural language.
• Run Marketing Campaigns: Agents that craft personalized outreach, analyze responses, and adjust messaging based on what resonates.
• Manage Operations: Agents that coordinate schedules, process documentation, and flag exceptions that need human attention.

None of this would be possible with just structured data. You can't build a functioning AI agent on KPIs alone – it needs the rich context and nuance that only text provides.?

Step-by-Step: Tapping Your Text Gold Mine

1. Identify Potential Use Cases: Before touching any data, map out exactly where unstructured text could create value. Is it in improving customer service response times? Uncovering product feedback trends? Automating repetitive communications? This crucial first step narrows your focus to projects with immediate impact.
2. Locate Your Text Sources: Only after clarifying your use cases should you inventory your text sources—support tickets, call transcripts, emails, social mentions, product reviews, internal documentation, and sales calls. Different use cases will draw from different sources.
3. Implement Proper Storage: Now set up systems to capture and store this text data in accessible formats. No more siloed conversations lost in individual inboxes! I've seen companies miss critical insights simply because their valuable customer interactions were fragmented across dozens of platforms. This is where AI agents can do the heavy lifting for you.
4. Design Your Agentic Workflow: This step revolutionized my approach to AI implementation. When designing your agentic workflow, you need to map out exactly how your AI will interact with both internal knowledge bases and incoming external communications. The beauty of a well-designed agentic workflow is that it creates a seamless bridge between your internal knowledge ecosystem and the external conversations happening with customers and prospects. This isn't just about automation—it's about creating intelligent pathways for information to flow exactly where it needs to go, when it needs to get there.
5. Deploy Focused AI Agents: Start small with specific use cases where AI agents can deliver immediate value based on your text data. The key is to begin with narrow applications that build confidence in the system.
6. Measure Impact Beyond KPIs: Track how these text-derived insights actually change customer behavior.?

Real World Success: Text Data in Action

The evidence from leading organizations is compelling. Let's look at a few real-world examples:

Morgan Stanley partnered with OpenAI to create an internal GPT-4-powered knowledge base for their financial advisors. They fed it over 100,000 research reports, investment strategies, and market commentaries. Now, instead of spending hours manually searching through PDFs, their advisors get answers in seconds. As Morgan Stanley's co-president noted, this gives their team a competitive edge by "distilling vast knowledge into valuable insights," freeing up time to serve clients better.

JPMorgan Chase deployed an AI tool called COIN to analyze commercial loan contracts. The system reviews complex legal agreements in seconds, handling work that previously consumed 360,000 hours of lawyers' and loan officers' time annually. That's not just efficiency—it's a fundamental transformation of how they process information.

In customer service, companies are seeing dramatic results. TechStyle Fashion Group (which operates brands like Fabletics) implemented an AI chat assistant for their 5 million members. In the first year alone, they saved $1.1 million in operating costs while achieving a 92% customer satisfaction score for AI interactions. Similarly, the London Borough of Barking & Dagenham introduced an AI assistant for citizen inquiries, saving ￡48,000 in just six months while increasing customer satisfaction by 67%.

These aren't isolated examples—they represent a fundamental shift in how organizations extract value from their data. In each case, the numerical KPIs improved, yes, but only because these companies first understood the "why" hidden in their text data.

Key Takeaways

• Unstructured text data reveals the "why" behind your numerical KPIs
• Modern LLMs make text analysis scalable and actionable for the first time - according to Gartner, conversational AI in contact centers will save an estimated $80 billion in labor costs by 2026
• AI agents powered by text understanding can transform every department - research shows they can handle up to 80% of routine customer inquiries, slashing support costs by up to 30%
• With 80-90% of enterprise data being unstructured and growing 3x faster than structured data, companies ignoring their text data are leaving their most valuable insights untapped
• The competitive edge in 2025 belongs to those who master text, not just numbers

Why This Matters to You (The SMB Opportunity)

Surprisingly even though all of the case studies we will hear about involve giant organizations, this is much easier for SMBs to implement. It only takes several weeks and a relatively small investment for a small business to get this up and running.?

Small businesses that harness text data aren't just seeing the what – they're understanding the why, predicting what's next, and taking proactive action through AI agents. The transformation isn't incremental; it's revolutionary.

What unstructured text data in your business might hold the key to your next breakthrough? Is it sitting in your support tickets, your sales call recordings, or somewhere else entirely? Have you considered what an AI agent could do if it understood all the conversations happening in and around your business? I'd love to hear where you think your text gold mine might be hiding!

Until next week, keep innovating!

Rick

About Rick Kranz

Rick Kranz is a Director at The AI Marketing Automation Lab, where he helps architect cutting-edge AI automation solutions for sales and marketing teams. Drawing from his unique blend of Fortune 500 experience and entrepreneurial background, Rick specializes in bridging the gap between advanced AI technology and practical business applications.

When not rocking clients' bottom lines, Rick drums for the high-energy Coastal Carolina band LunaSea. You can reach Rick at [email protected]

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