Harte Hanks Debuts Buyers' Journey Diagnostic Tool

US-based direct marketing and targeting giant Harte Hanks has launched a tool called the 'Buyers' Journey Diagnostic Analysis', which aims to uncover what customers really want at various stages of their buying journey and how brands are delivering on these desires.

Developed in partnership with product strategy and innovation consultancy Strategyn, the new solution has been designed to identify the most important unmet customer needs, to help clients improve satisfaction and sales. Garrett Sznip, Head of Harte Hanks Consulting, says the 90-day process uses quant and qual customer data combined with proprietary analytics to map hundreds of steps and develop a playbook to attack the highest return on investment items.

The new tool will be delivered by Harte Hanks Consulting, the practice formed when Harte Hanks acquired strategy, business analytics and operations firm Aleutian Consulting earlier in the year. Frank Grillo (pictured), Harte Hanks CMO, adds: 'Using the patented Outcome-Driven Innovation (ODI) process, we can identify unmet customer needs. And while that is compelling, the real innovation is being able to identify how important the needs are to the customer and how well your brand and your competition is fulfilling those needs'.

Web sites: www.hartehanks.com and www.strategyn.com .