Intelligently analyze transcriptions about what all your customers say; as well as the keywords they use to find your site.
You might already be doing this with Wordle or other word cloud software.
Wordle and other word cloud graphs show which words are used more often than others. That's useful.
VosViewer takes word graphs to the next level by clustering words by co-citation.
That's right, VOSviewer doesn't just make word clouds, with words used more frequently being a larger font size. VOSviewer clusters co-cited words, taking word clouds to a whole new level of semantic analysis.
VOSviewer is a freely available computer program for creating, visualizing, and exploring bibliometric maps of science. Alternatives are super expensive.
Note: I'm not a salesperson of, but just a fanboy of VosViewer, I can't recommend it enough.