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February 26, 2008

CRM from RightNow, February '08 Release Announced

By David Sims
TMCnet Contributing Editor

RightNow Technologies (News - Alert) has introduced RightNow February '08, the latest release of its enterprise-class, on demand customer relationship management (CRM) product.
This version, company officials say, offers "a new contextual workspace" as well as topic monitoring capabilities to help "understand customer sentiment."
The agent desktop is enhanced with a new workspace to help provide "relevant, personalized service." Using information from and about the customer and knowing what actions the agent must take, RightNow tailors content and functionality on the agent's desktop to address the issue at hand.
For example, if a customer calls to return a product, the agent's desktop -- which can be integrated with a return merchandise authorization system -- will automatically present the data and steps to enable a return. Or, if a customer is calling to register a product, the agent's desktop instantly displays a product registration screen.
A couple weeks ago Cabela's, a retailer of hunting, fishing, camping and related outdoor merchandise, announced the adoption of RightNow Technologies' on demand customer relationship management for customer service.
Using RightNow products, Cabela's is able to chat with customers online, "particularly useful in assisting customers during their online shopping experience," and as a result, the company has reduced the number of abandoned shopping carts, according to the Cabelians.
The RightNow chat feature also lets customer service staff handle several chats at once.
Cabela's has also built and continuously refines a searchable online knowledge foundation on the company's Web site. The RightNow product routes Cabela's incoming customer e-mails to the most appropriate staff member, based on the customer's needs.
Company officials say with the RightNow system, the company can reply to most customer emails within 2.5 hours, and the volume of phone calls to Cabela's contact center has dropped.
Customers who prefer a bricks-and-mortar experience can use Cabela's site to find company store locations and hours of operation without contacting the company.
BusinessWeek magazine ranked Cabela's among its "Top 25 Customer Service Elite," Fast Company named Cabela's one of its 15 "Leading Listeners," and Cisco (News - Alert) ranked Cabela's as the number one online retailer in customer experience in a benchmarking study.

Don’t forget to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers whitepapers, case studies and other documents which are free to registered users. Today’s featured white paper isSignificantly Improve Your Business Communications, brought to you by Avaya (News - Alert).

David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

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