  The challenge of each organization is how they adapt to the shift of more
complex technology such as mobile, big data, interconnected world, and the
Internet of things. In order to achieve their objective, they must understand
how to take advantage of the interconnected individuals inside and outside the
organization. Learning organization continues to transform by listening and
maintain the connection with their counterparts. Customer relationship
management is an important source for business organizations to grow and to
assure their future. The complex social network, where interconnected peoples
get information and get influenced very quickly, certainly a big challenge for
business organizations. The combination of these complex technologies provides
intriguing insight such as the capabilities to listen to what the markets want,
to understand their market competition, and to understand their market
segmentation. In this paper, as a part of organization transformation, we show
how a business organization mine online conversational in Twitter related to
their brand issue and analyze them in the context of customer relationship
management to extract several insights regarding their market.
