Businesses today are shifting from pushing individual products and services to building long-term customer relationships. These changes shift the firm’s focus from product profitability to customer profitability, as measured by metrics such as customer lifetime value (CLV), a forward-looking indicator of customer profitability. A key contributor to CLV is customer experience (CX), which is (in turn) influenced by customer communications management (CCM). Having data analytics in place for measuring, predicting, and controlling these factors is becoming a competitive differentiator for businesses today.
This white paper, which is sponsored by OpenText, explains how CCM facilitates the customer journey and so helps to maximize CLV and discusses the importance of CX and analytics in this process. It also introduces and briefly describes OpenText’s new CCM offering: OpenText Communications Center.
Sponsored by OpenText
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