Customer experience management, unlike customer relationship management, offers measurable return on investment, as well as many opportunities for process improvements, says Stephen Applebaum, a subject matter expert in insurance information technology. Chains of events are shorter, handoffs are tighter, and communications are determined by customer preferences, are more streamlined and transparent.

"You can measure it with retention and lifetime value of customer, and watch it as it grows," Applebaum says.

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