Remember when you used to be able to go to your local grocerystore? They were small and modest by today's standards, but theyknew you when you came in and suggested the best steaks or pickedout the best tomatoes and put them aside for you. As you made yourselections, they'd bag them, help you carry your purchase to thecar, and even deliver them to you if need be.

Supermarkets gradually drove Mom and Pop stores out of business.But then supermarkets learned that they had to act like Mom and Popstores to be competitive. Today, supermarket employees try to behelp you find an exotic pasta or special oil or salsa. E-mailsalert you about specials on your favorite items or even better,send you digital coupons based on your purchase habits. Some storeseven offer to escort you to your car, under an umbrella if it'sraining.

Supermarkets act like they care about you, because they do. Thesmart ones do anyway. And that's true of every business, not justsupermarkets.

Consider the findings of a recent study (commissioned by Talk Tothat reveals consumers' frustrations with customer service phoneexperience):

• The average American business loses 50% of its customers every5 years.
• Two-thirds of these customers cite inadequate customer care asthe main reason for leaving.
• It costs up to 5X as much to acquire a new customer as it doesto retain one.
• Companies that prioritize customer experience generate 60%higher profits than their competitors.
• Satisfied customers tell nine people how happy they are.Dissatisfied customers tell 22 people — a case of bad newstraveling faster.
• 80% of your future profits will come from 20% of your existingcustomers.

Customer relationships are delicate. As the above figuressuggest, loyalty is enormously valuable once you've earned it. Fromthat point on, every experience either strengthens that loyalty, orchips away at it.

Your bills, statements, e-mails, and other communications play asignificant role in creating that experience. Are theypersonalized? Do they present offers that align with the customer'schanging needs and interests? Are they based on the most up-to-dateinformation? Are they consistent across all channels — traditionalmail, e-mail, mobile devices, social media, SMS texts, telephonecommunications? Are they sent via the channel that the customerprefers?

When all these details are right, all the time, the relationshipfeels personal and mutual. When the customer is flooded withcommunications, many of which are wrong or irrelevant, and themessaging is inconsistent, the customer starts to feel confused,unappreciated, and even annoyed. None of which is good.

That's why a customer communicationmanagement (CCM) solution like HP Exstream is socritical for maintaining positive customer relationships. Exstreamleverages your data and systems to help you create communicationsthat are aligned, relevant, and engaging — communications that feel“right” to the customer.

Customers soon realize that your messages are worth payingattention to.

Tami May is the HPExstream product marketing manager with HP Software. Shecan be reached at [email protected].