"With an eye toward driving revenue and building long-term customer relationships, Alcon Laboratories called on The Agency Inside Harte-Hanks to transform Eyefile, the brand's free lens trial program, into a robust CRM [customer relationship management] tool packed with customer data that CIBA Vision could use to craft extremely personalized, hyper-targeted messaging based on specific needs and stated preferences," according to a post on Direct Marketing News.
"Currently, Eyefile consolidates information from the dozen or more
CIBA Vision and Alcon brand sites into a single digital nerve center,
which allows the brands' marketers to stay organized when it comes to
collecting and using customer data. Visitors to any associated CIBA
Vision Web property are invited to join the Eyefile family." Read more.