Harte-Hanks, a direct and interactive marketing services firm, said yesterday that it will provide customer relationship management software and services to CIGNA Tel-Drug, a division of CIGNA Healthcare.
The prescription mail-order operation said the software and services will let its marketing team better understand customer behavior, market more efficiently and increase the number of consumers and pharmacists who use the Tel-Drug service.
Billerica, MA-based Harte-Hanks will provide strategic support in the actual management of the CIGNA Tel-Drug database and will leverage Allink Xpert software as the CRM solution.
Allink Xpert is database software that is designed to refine customer and response data to enable targeted, cross-channel marketing campaigns. The open-architecture incorporates Harte-Hanks comprehensive Allink Customer Data Management product, CRM and analytic expertise, and ongoing technical support with the most recent software application for data access offered by Xchange Inc. of Boston.
“The pharmaceutical industry is a highly competitive marketplace, so to compete successfully we made a business decision to market to our existing and potential customers more effectively,” said Aaron Crosson, chief information officer, CIGNA Tel-Drug. “We also made the decision that to do so expediently would require the expertise of Harte-Hanks to help us eliminate the anomalies in our customer data, create truly unique customer identifiers, and assist in our efforts moving forward.”
CIGNA Healthcare, with more than 8.5 million customers, has several goals for its CIGNA Tel-Drug pharmacy implementation.
An initial mission is to increase CIGNA Tel-Drug's ability to bring CIGNA pharmacy members into the mail-order business as a way to help members reduce costs when receiving their prescription drugs. Other goals include increasing customer satisfaction, providing supplemental education to customers, driving additional profits through increased incremental spending by customers and tracking customers and their behaviors.
CIGNA Tel-Drug launched in 1993. The Allink Xpert solution is in rollout phase at the company, with initial results from the implementation expected in the next two months.
Also yesterday, the Harte-Hanks Trillium Software division said that it has expanded its Global Technology Alliance Initiative with the signing of three new international resellers.
The Eniac Corp. of Venezuela, BlueDot Software AG of Switzerland and IntoDQ of The Netherlands have agreed to distribute the Trillium Software System.
Trillium Software provides customer data quality software.
