In Three Ways to Use CCM Metrics, Analytics to Improve Customer Experience, one of the three methods I mentioned was multichannel contextualization:

Unless you’re a brand-spanking-new startup, your organization almost certainly has legacy software. By “legacy,” we mean previously acquired and now outdated – any software that was purchased when business requirements and market dynamics were different than they are today.

All companies have two topline objectives, regardless of industry, size or business model: revenue growth and profitability. So the metrics that companies gather for any business function, including customer communications management (CCM), usually speak to one or both of these. Profitability usually gets translated to CCM in terms of operational efficiency. The goal is simply to spend less generating, distributing and tracking communications. Since customer service call centers are usually the most costly way to deliver customer service, there’s a lot of sensitivity around call center volume, resolution rates, cost per touch, etc. So companies work to deflect the need for customers to use the call center through methods such as customer self service portals and improved customer communications.