How Do You Deliver a Great Customer Experience?

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You keep customers by treating them right every time. You lose them by treating them badly just once.

That’s why you need RightNow.

A consistently superior customer experience cultivates customer loyalty, strengthens your brand and protects your margins. It also turns your customers into advocates for your company. Plus, in today’s hypercompetitive markets, it’s not enough to have the best product or lowest price; to survive and thrive, you must deliver a great customer experience as well.

RightNow’s on-demand CRM software solutions deliver superior customer experiences from the customer’s viewpoint. RightNow blurs the lines between service, sales and marketing to consistently deliver unified customer experiences sensitive to the customer’s perspective across all channels of communication.

RightNow’s solution uniquely empowers your company to consistently deliver this differentiated experience by enabling you to:

Precisely design all of your frontline marketing, sales and service experiences across all communication channels from the customer’s point of view;
Consistently execute those designed experiences with maximum costefficiency;
Proactively capture and instantly act on the voice of the customer; and
Closely track your effectiveness to drive continuous improvement in quality and efficiency.
RightNow’s solutions span the frontline departments touching your customers – customer service, sales and marketing – but most importantly, they address the specific customer experience needs both of your customers and your frontline employees. The front line is where relationships are built, one experience at a time. It’s easy for a software company to talk about the customer experience. But only RightNow has established global credibility in this critical business discipline by actually practicing our philosophy. Our highly accountable, results-oriented engagement model has won us loyal customers and critical acclaim around the world. And our best-practices expertise has been honed over the course of thousands of implementations. So when you sign on with RightNow, you’ll not only be able to deliver a great customer experience – you’ll benefit from one too.

CRM AND THE CUSTOMER EXPERIENCE
For many years, companies have attempted to maximize the total business value of their customer relationships through the use of customer relationship management (CRM) technology. The underlying principle behind this trend was that the collection and analysis of data about the customer would result in smarter business decisions. In some cases, CRM investments paid off. In many others, the payoffs fell significantly short of expectations – and ongoing IT costs were much greater than anticipated.

There are several reasons, however, why conventional CRM by itself is insufficient for business success. One problem is that customers don’t really want you to manage your relationships with them. They want to be in the driver’s seat – as well they should. Companies that treat their customers like exploitable commodities will fail in today’s market. Companies that are able to listen to and respond to their customers, on the other hand, will succeed.

Another flaw in the CRM world view is that the battle for the hearts and minds of customers can be won in the back office. It can't. Customer satisfaction and loyalty are won one interaction at a time. So it’s the frontline marketers, salespeople and customer service representatives who need to be empowered with the right information at the right time – not just backoffice strategists.

THE RIGHT KNOWLEDGE AT THE RIGHT TIME AND PLACE
So while it is obviously important for companies to have good CRM systems in place, it is equally critical for them to take steps to optimize the day-to-day frontline customer experience. This is how the loyalty and long-term retention of customers is ultimately won. Every experience a customer has with your company – whether they’re listening to a sales pitch or trying to find an answer to their question on your website – should be a positive one. That quality of experience is as important to the long-term success of your company as your visibility into the buying habits of a specific demographic or your ability to forecast next month’s revenue figures.

Quality of experience, in turn, is largely contingent on your ability to deliver knowledge at the point of action. A salesperson needs to know if the account she’s about to call on is in the midst of sorting out a problem with the last order they placed. The service rep in your offshore contact center has to be able to tell the customer on the phone whether or not their replacement part has been shipped. And if that service rep discovers during the call that the customer is interested in some of your company’s other products, he needs to be able to capture that knowledge and the appropriate salesperson needs to have access to it immediately.

WHERE IS YOUR COMPANY GOING?
Does your company provide customers with a consistently superior experience across all departments and all communication channels? Can your customers quickly and easily get answers to their questions, whether they call you, email you or search your website? Do you have mechanisms in place for continuously measuring and improving your customer experience?

If not – or if you’re ready to do an even better job than you’re doing now – then you’re ready to contact RightNow. We’ll help you deliver a competitively superior customer experience across the board – and reap the significant bottom-line benefits that result when your customers are happy and loyal.