YARDLEY, PA--(Marketwire - Nov 26, 2012) - The Agency Inside® Harte-Hanks has been named a "Strong Performer" in a new report from Forrester Research, Inc. titled "The Forrester Wave™: Customer Engagement Agencies, Q4 2012 (November 2012)." The Agency Inside, a multichannel relationship marketing agency of Harte-Hanks (
The report characterized the landscape of customer engagement agencies (CEAs) as an emerging market and defined CEAs as "agencies that focus on customer-oriented business strategies and mapping them to tactics and execution. They help clients maximize customer profitability and optimize customer experiences by applying data and analytics to every customer interaction."
Among these selected agencies, Forrester placed The Agency Inside Harte-Hanks as one of the vendors on the leading edge of those classified as Strong Performers because, "They outperform their category peers in developing proactive business strategy and they tend to have a slight advantage when it comes to cross-channel enablement and execution." The Agency Inside's top scores were for customer (client) satisfaction, customer data strategies and technology integration.
"We believe this analysis is extremely helpful to the marketplace, as it points to what leading brands increasingly seek in an agency: a single resource to help them build customer engagement strategies, measure customer value and manage customer data," said Jeannine Falcone, executive vice president, customer strategy and engagement, Harte-Hanks Direct Marketing, and managing director, The Agency Inside Harte-Hanks. "Clients have turned to The Agency Inside Harte-Hanks precisely because of our comfort with complexity, our award-winning creative, and our discipline with data, measurement, analysis and strategy that is derived from customer information."
"A CEA is specifically appropriate for insight-driven marketing organizations that are prepared to engage with an agency partner in both a consultative and executional manner," Falcone said. "We have an ability to tailor our client customer engagement model to the unique needs of each brand -- and it's creating breakthrough results, which I believe are reflected in the customer satisfaction metrics stated in the report. We guide each client to its most successful application of these concepts, based on their business-specific priorities. A year from now, we expect a larger percentage of our clients to be well along the path toward customer-centricity."
"We thank all of our clients who participated in the evaluation for this Forrester Research report via online surveys and reference calls, and are proud to help them plan and execute their customer engagement strategies," Falcone said.
A complimentary copy of the Forrester report is available for download here: http://bit.ly/SeJ1Wi
Harte-Hanks, Inc. is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to local, regional, national and international consumer and business-to-business marketers. Visit the Harte-Hanks Website at http://www.harte-hanks.com or call (800) 456-9748.
The Agency Inside Harte-Hanks is a full-service, multichannel relationship marketing agency specializing in direct and digital communications. With award-winning strategy, creative and implementation services, The Agency Inside helps marketers within targeted industries understand, identify, and engage prospects and customers in their channel of choice. Recognized and respected as a market leader for many decades, it is our mission to deploy world-class, insight-driven, multichannel relationship marketing programs that address each client's acquisition, cross-sell, retention and loyalty needs.
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