Harte-Hanks Data Technologies, Billerica, MA, launched an interactive relationship management system this week that enables marketers to optimize customer and prospect communications across an enterprise.
The system, called Allink Agent, analyzes data in real time from customer touch points across a company. The data is reviewed to determine if the transactions have marketing significance, and once flagged as significant it is passed along to the appropriate channel to be acted upon.
“The system responds to customers that are transacting, and that response would be a smart response,” said Fred Chapman, vice president of packaged solutions at Harte-Hanks.
Harte-Hanks also is offering starter kit templates to be used with the system to drive specific marketing programs such as cross-sell, defection, retention or loyalty programs.
“[The system lets you] identify people that are at risk for leaving based on behavior,” said Chapman. “And, it tells you what particular types of transactions would confirm your suspicion that they are leaving. Then, after looking at the transactions, the system references the database to see if that customer has scored high for defection, and then takes action on that transaction either immediately, or in a delayed basis such as direct mail.”
