Companies that manage transactions via online properties have access to
a wealth of data due to the interactions that can be recorded digitally. This
data can then be mined. Every action performed on the company website is
recorded in the server logs for the website.
Customer communications are also a source of data that can be used,
particularly communications with a customer service department. Committed
customers who complain, comment or compliment are providing information
that can form the foundation for researching customer satisfaction.