In previous posts I have discussed the importance of a company’s willingness to engage in some sort of two-way communication with its customers, in addition to its other publics, in order to better understand potential problems and to deal with crisis in an actionable way.
This morning I came across an article about a way that HarperCollins is using a new technology to improve the way it understand and communicate with customers. This analytics technology, provided by Coremetrics Analytics, is sure to be a major element in HarperCollins’ push towards digitalization. Analytics is a fairly new way of gathering complete and accurate information about a company’s clientele and applying it in order to tailor messages specifically to appropriate audiences and market more efficiently.
HarperCollins’ Senior Vice President of Global Author Services, Carolyn Pittis, seemed very enthusiastic about the prospect of analytics streamlining the company’s push towards full digitalization of its content.
“With Coremetrics' help, we have now upgraded our ability to see consumer interactions with our global websites in new more actionable ways. This ensures we can provide the best available engagement information and context to our publishing groups and to the authors they serve.”
In class, one of our main focuses has been on assessing a company’s prospective landscape in a way that can actively work to prevent crisis. It seems that HarperCollins is making strides towards this objective by employing this new technology to better understand the needs of their customer base and using that information to formulate a more effective communication plan.
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