NEA Member Benefits Selects Harte-Hanks for Member-Centric DM Initiative

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National Education Association Member Benefits has chosen direct and targeted marketing company Harte-Hanks to apply its Customer Optimization planning framework, which will make the organization more member-centric.

Customer Optimization is the Harte-Hanks proprietary framework for enhancing the customer experience while increasing customer value. It takes into account the numerous trade-off decisions the company must make every day to deliver against multiple and even conflicting business objectives.

Gaithersburg, MD-based NEA Member Benefits (, a long-time Harte-Hanks client and partner, said the framework would manage customer contacts and leverage customer information to drive communications and interactions across multiple channels.

As part of the engagement, San Antonio, TX-based Harte-Hanks ( will build a hosted Allink database solution. Allink's database gives marketers targeted programs based on customer profiles to identify their most profitable customers, as well as develop sales and retention programs.

Allink also includes analytics tools and reporting formats that enable insurance marketers to track results to develop and refine prospect/customer database segmentation and modeling applications.

The engagement is designed to help the organization re-engineer its marketing strategy and business processes to understand, manage and use member data more fully, and to better serve its members by building participation in the NEA Member Benefits program.

The Washington-based National Education Association ( is the nation's largest professional employee organization, representing 3.2 million elementary and secondary teachers, higher education faculty, education support professionals, retired educators and students preparing to become education professionals.

NEA Member Benefits offers NEA members and their families custom-designed, exclusive and money-saving insurance programs, financial services and member discounts.

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