CEO values customers to the max

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Name: Yuchun Lee Title: CEO Company: Unica Corp. Goal: "To provide large business-to-business companies with a full suite of marketing software."
Forget about ROI marketing or customer relationship management, Yuchun Lee’s favorite phrase these days is customer value maximization.

Lee, CEO of Lincoln, Mass.-based Unica Corp., uses the phrase to dramatize the power of his company’s new Affinium 2 analytical CRM and real-time marketing software. It’s the latest version of a software suite that Unica has sold to more than 200 companies at an average price of $500,000.

The idea behind CVM is to discover as much about a customer in real-time, regardless of point of contact, and to suggest products or services based on customer responses, Lee said. Many other marketing platforms use months-old data or can’t tell whether a customer inquired through a call center, reseller, in-house sales person or Web site, Lee said.

Affinium 2 comes as privately held Unica completes its 10th consecutive record quarter. And such recent b-to-b customer wins as Lands’ End Inc.’s corporate sales, Merck-Medco Managed Care L.L.C. and IdeaMall Inc. have Unica looking for more.

"We think the depth of a company’s customer information is even more important in b-to-b, where understanding the customer is the principal challenge," Lee said.

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