June 06, 2006

RightNow Announces CRM Milestone

By David Sims, TMCnet Contributing Editor

RightNow Technologies, Inc. is announcing the doubling of their RightNow Marketing client base in the last year, saying over 230 companies are now signed up for the product which is designed to help “streamline and automate execution of multi-stage campaigns.”

RightNow Marketing enables companies to design, execute and manage multi-stage campaigns, using e-mail and the web to help “boost conversion rates and accelerate lead generation,” according to company officials. 

As a component of RightNow CRM, the product allows companies to target campaigns according to their customers’ behaviors, attributes and expressed preferences.  This optimizes both campaign effectiveness and the quality of the customer experience, RightNow officials maintain, “since it ensures that prospects receive information of interest to them and that they don’t receive information of no interest.”

Flythomascook.com has announced deployment of RightNow Service, which “will ensure the flights website can respond quickly and accurately to the already increasing volume of queries it receives,” according to Thomas Cook officials.

Key to RightNow’s selection was its ability to tailor the offering, and scale it to match business growth and busy travel times of the year, company officials said:

“We are a relatively new business, 18 months old, in a competitive market,” said Tony Milsom, director, flythomascook.com. “RightNow Service not only allows us to offer an excellent customer experience today but also offers us the necessary flexibility for the future as a fast growing and successful business.”

Central to providing exceptional service is RightNow’s Intuitive Knowledge Foundation, RightNow’s patented, self-learning knowledge base that enables all customer information to be easily accessed.

Victoria University of Wellington, New Zealand is using RightNow Marketing to bolster its international reach by delivering highly targeted information to prospects based on their interests and other attributes. Thus, for example, a prospective undergraduate science student from India making an initial inquiry receives very different information from a prospective post-graduate business student from Denmark who has to make a final decision within two weeks.

“Our biggest objective isn’t to send out a lot of messages; it’s to send out the best possible message at the best possible time to everyone who is considering coming here,” Charles Brooks, eMarketing coordinator at Victoria International, said. “With RightNow, our only limitation to achieving this objective is in how wisely we can define rules and content for our messages. The system can do virtually anything we want it to do.”

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(source: http://news.tmcnet.com/news/-rightnow-crm-/2006/06/06/1669968.htm)