HTK in Forrester vendor landscape report for cross-channel campaign management solutions
Loyalty solution provider HTK has announced their inclusion in a vendor landscape report from independent research firm Forrester.
Forrester’s 2017 CCCM Vendor Landscape report cites HTK and highlights company’s proprietary ELVIS Insight framework.
The report argues that cross-channel campaign management (CCCM) platforms are an essential component of the B2C marketers’ software ecosystem. According to the report, marketers “need to orchestrate insights-driven interactions with individual customers to achieve sustainable competitive advantage.” CCCM solutions are key part of delivering these personalised, targeted experiences.
Regarding HTK, the report recommends that “B2C marketers should evaluate its proprietary ELVIS (engagement, loyalty, value, influence, and sentiment) insight framework that uses a simple four-star rating system to attribute cross-channel activity to those five customer relationship metrics.”
ELVIS Insight is a unique tool that consolidates customer insight from multiple touchpoints, to score each individual’s relationship with the business in real-time. At a tactical level, this enables personalised one-to-one interactions, using the five ELVIS metrics to target content, offers and promotions.
At a strategic level, ELVIS gives businesses an overview of the health of their customer relationships across their entire base, to help focus and guide campaigns. Available through HTK’s Horizon Loyalty Hub, ELVIS can also integrate into a business’ loyalty program, CRM and customer service platforms, to power full omnichannel experiences.
Marlon Bowser, CEO at HTK, said: “We’re delighted that HTK has been recognised in Forrester’s Vendor Landscape report. Our Horizon Loyalty Hub, and in particular the ELVIS framework, has been designed from the ground up to enable the kinds of insight-driven interactions brands need to stay competitive in today’s evolving market. Our inclusion in this report highlights the importance of the in-depth but easy-to-use insight that ELVIS and Horizon delivers.”
