CRM 7.0 comprises RightNow Service, RightNow Sales, and RightNow Marketing. One of the first things that differentiates the system is that all three components have been built on a common base, and in contrast to Kana and ATG, for example, are not the result of merger or acquisition activity.
Service, a multi-channel customer service and support application, is the strongest and most mature of the three because until now this has been RightNow’s only area of activity.
It is based around a self-learning knowledge base and aims to provide the functionality needed to enable base-line reactive service and support such as automating answering common queries plus proactive customer service whereby an organization can analyze activity to anticipate who and where service demands will arise. Version 7.0 moves towards the concept of top-line customer service, which includes using service interactions to manage customer lifecycle and drive revenue.
The Sales application offers sales force automation functionality for use by sales reps, and includes a common contact record with customers’ service history and marketing lead details as well as pipeline management and forecasting so individuals can view their personal quota status and sales goals and contract/proposal generation.
The Marketing application is geared towards the creation and execution of targeted multi-channel, multi-stage campaigns, and even includes triggering where emails are automatically sent, based on activity in Sales or Service and campaign tracking.
RightNow’s service-centric approach to CRM is unique in the market. Founder and CEO Greg Gianforte said the company came to full-suite CRM from a service perspective because service is the richest source of customer intelligence within an organization. There are more touch points in customer services than any other areas and lots of intelligence. It is a goldmine that can be used to drive marketing if it is analyzed, he said.
He believes the service department has learnt more about customers’ wants and desires over the years than any other department but that few companies make use of it. RightNow CRM 7.0 aims to use this information as the centerpiece of CRM strategy, instilling service best practice at every customer interaction point. Having gained credibility in the services area, it is now using that as a platform to expand into other CRM areas, but will continue to develop from a service perspective.
Founded in 1997, it held an IPO in August 2004 and has had 27% consecutive quarters of revenue growth, with three quarters of profitability. Although it offers both on-demand and on-premise systems, it says 90% of its customer base opts for the hosted service. It has 2,000 deployments and 1,100 active customers, with an average transaction size of $100,000 based on a two-year license. Its development profile has been similar to that of the better-known Salesforce.com but it does not compete directly with it. Its competition comes from Kana and ATG, plus players like Kanisa.
While the sales and marketing functionality is still simplistic compared to that of established full suite CRM vendors like Siebel, Onyx, or marketing specialists like Unica, it is a necessary addition and provide RightNow with a vehicle for growth. However, it also needs to grow its business outside its native North America which accounts for 75% of its annual revenue.
