NEW YORK — Harte-Hanks Inc., San Antonio, announced a Web-based customer relationship management solution designed for community banks and credit unions at the DMD Marketing Conference New York here yesterday.
The solution, e.Vantage, combines Harte-Hanks's modeling, customer and prospect data management, professional services and marketing services with the enterprise-wide CRM capabilities of the E.piphany E.6 system.
E.Vantage provides enterprise-wide access to customer, household, product and profitability data. It allows banks and credit unions not only to determine the profitability of products and customers, but target communications.
The product has a Web interface, enabling an entire organization to gain access to product trends, forecasts, contact management, mapping, graphics and target marketing applications.
Separately, a new Harte-Hanks survey of 464 North American companies and their CRM implementations reveals companies are expanding internal access to customer data and that the content of the data is more focused on revenue history than in a similar survey the previous year. A team of Harte-Hanks researchers conducted interviews in April and May.
The survey found an absence of return on investment at many implementations. Forty-four percent reported no such measures in 2002, compared with 32 percent in 2001.
The study also found that corporate users of CRM systems and data are extensive, and expanding. Marketing departments (both marketing communications, 76 percent, and product marketing, at 62 percent) recorded the largest gains over 2001, while inside sales was the most-often-cited department for such use for the second consecutive year, this time at 86 percent.