How are you determining customer satisfaction? How do you move the needle? This SAS user mines the unstructured data in patient surveys with SAS Text Miner.
This technique can be applied across industries to gather insights from customer behaviors. You can even understand customer emotions and sentiment. Kathy Lange and Saratendu Sethi, from SAS, presented a paper for SAS Global Forum 2011 where they discussed the use of SAS Sentiment Analysis and SAS Text Miner to uncover good and bad feedback. The paper discusses lessons learned from real projects. Read, "What Are People Saying about Your Company, Your Products, or Your Brand?"
If you are interested in text mining capabilities, follow Richard Foley (a genius in that arena) and his Text Frontier blog.