Data-driven customer segmentation helps you divide your audience into meaningful and measurable groups based on their needs, demographic profiles, past behaviors and potential value. We discover which prospects have the most potential. Which customers drive the most value. What messages will work best with high-potential targets. And where your marketing dollars will have the most impact. This knowledge lets you optimize your investments and create more relevant messages for each segment.
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CUSTOMER JOURNEY MAPPING
Whether visiting your website, following your tweets, buying your product at a local store or contacting your customer service department, today’s consumers view every interaction with your brand as one connected experience. Developing a comprehensive customer journey map illuminates which of your touch points sparkle, which could use a little more polish…and their impact on your bottom line. With map in hand, we work with you to build a long-term, strategic plan for more positive interactions across thousands of touch points—leading to one memorable customer experience.
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SINGLE VIEW OF CUSTOMER
Today’s customers engage with your brand through an ever-expanding number of devices and channels, giving you unprecedented access to their motivations and behaviors. But data silos across digital and traditional touch points can be tricky to bring together. This leaves you with an incomplete picture of your customers and your customers with disconnected brand experiences.
Harte Hanks’ Total Customer Discovery℠ uses techniques like cross-site data capture, offline-to-online match and device-to-individual identification to integrate your data to create a single, 360-degree view of your customers that helps you engage with them in more relevant ways.
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Personas offer you a deeper understanding of your various customer groups and help you speak with them on their terms. Using customer and market research, we dig into the emotional connection customers have with your brand and identify what motivates them to act. Armed with this information, you create more authentic and relevant marketing communications that inspire prospects to become customers—and customers to become brand loyalists.
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