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  • 1. Internet-Based Location Finders Linking Your Virtual Presence to the Real World By Ronald M. Brien, RightNow Technologies
  • 2. Contents Executive Summary …………………………………………………………………………………………… 1 Online watchers – Offline Shoppers ………………………………………………………………… 1-2 Location is Fundamental! …………………………………………………………………………………… 2 Providing a link to the Real-World ……………………………………………………………….…… 2-3 Location Finder - Directing Customers, Driving Revenues …………………….....…… 3 Location Finder Applications ..................................................................... 3-4 RightNow Locator ………………………………………………………………………………………….…… 4 Location Database - A Consistent Location Information Source ...................... 5 Remington gets customers to dealers ........................................................ 5-6 Conclusion ……………………………………………………………………………………………….…………… 6 About the Author ………………………………………………………………………………………………… 7 About RightNow Technologies ……………………………………………………………………………… 7
  • 3. Executive Summary While the Internet provides an invaluable eCommerce opportunity to companies, it also “raises the bar” for customer service expectation. By 20041, two trillion dollars in revenue will be generated per year through eCommerce and the number of individuals seeking online customer service will jump to 67 million,2 up from 33 million in 2001. To meet growing customer demands companies must adopt innovative service techniques. Telephone call centers, basic email management, and static FAQ tools are costly and do not meet customer expectations. Combining online and offline customer service options to provide relevant and instantaneous information creates efficient business processes, drives revenue, and decreases operation costs. Internet-based location finder software is a new innovation in customer service. These systems of that can include search technology, geographic data, visual information (maps & driving directions), map servers, location databases, and administrative functionality. They link companies’ online presence with their offline existence by closing the gap between customer’s online purchasing or service needs and their ability to find real-world retail facilities, service centers, corporate offices, distribution centers, and other locations. Used alone or in conjunction with an eCommerce or a customer service platform, location based services improve customer retention while simultaneously driving revenues. “Internet retailers and other businesses with online presences should concentrate on providing information through their Web sites. As consumers are increasingly relying on online information sources to drive their off-line purchases.” - Jupiter Communications Online watchers, Offline shoppers In 2001, 48.2 percent of adult Americans made an online purchase3. However, 61 percent of adult Internet users say they are “not very comfortable” or “not at all comfortable” making an online purchase4. An eMarketer study sheds more light on Internet usage patterns. While sending emails (92%) was the most popular online activity, researching products (75%) was second, and product purchase was a distant 8th. Despite this gap, some of these researchers eventually purchase a product online or at a real-world location. Considering that 70 percent5 of U.S. shoppers plan to spend less money at a retailer's offline store because they were dissatisfied with their shopping experience online, the Web experience is absolutely key to offline business performance. Loyal 1 eMarketer, 2000, The eGlobal Report 2 Jupiter Media Metrix 06/26/2001 3 Findings from the Nielsen//NetRatings and Harris Interactive eCommercePulse, collected from a March 2001 online survey of 39,000 Web users 4 eMarketer, 2000, The eGlobal Report 5 Jupiter Research's Media Metrix 03/21/2001 -1- © 2001 RightNow Technologies, Inc.
  • 4. customers are six times more likely to repurchase, and even a 5% customer retention rate may increase profits by 25 to 95%6. Location is fundamental Consider a typical case: A customer researches your products online and decides that they are ready to spend - but not online. They search your Web site and submit a customer service inquiry to find a location. Can your company provide an answer in 60 seconds or less before the customer loses interest? Using technology to provide location information is effective because customers typically have similar questions such as: Where can I see your products? Where are your stores or service centers? What is their phone number? What are the driving directions to get there? Location technology lets you answer business questions like: Where are our customers purchasing? Which partners or channels are most frequented? Where should we provide service? How do we distribute our product more efficiently? Providing a link to the Real-World Online transactions are growing, but the real world plays a larger role in commerce. Offline retailers increased their share in 13 of 18 categories year over year through May 20017. Successful companies differentiate themselves by improving their customer relationship management (CRM) processes. 6 Reicheld and Schefter, Harvard Business Review, July-August, 2000 7 Shop.org and The Boston Consulting Group's study, released in May. -2- © 2001 RightNow Technologies, Inc.
  • 5. Customer needs are satisfied and commerce is advanced when a company makes it easier for people to make purchases and access customer service. Comprehensive, easy-to-navigate Internet-based location information can help CRM systems satisfy customer needs and help companies gain competitive advantage. …“Despite the pervasiveness of internet business, most processes are real and physical,” says IDC. “While some purchasing is done online, most products and services are delivered to someone at a physical location.” Location Finders - Directing Customers, Driving Revenues A comprehensive solution leverages accurate geographic data, highly detailed maps, clear driving directions, robust platform technology, advanced administrative functionality, and intuitive data management techniques. When selecting a vendor, choose a product that provides an intuitive end-user interface and easy implementation and administrative tools. Research has identified the following key requirements in a Location finder product: End-user Customer Requirements • A source for relevant and actionable location information • Controllable and flexible search options • Detailed visual maps and routes Administrative Management Requirements • Control over searchable information and what is displayed • Flexible customization and configuration options to detail specific location characteristics and meet Web site requirements • Administrative functionality that doesn’t require professional services • Simple database administration that facilitates easy database updates, etc. • Actionable reporting to understand customer behaviors Location tools must include search criteria such as geographic proximity, hours of operation, location type, or product, and service availability for specific locations. Internet-based maps, routes, and driving directions to business locations complete the picture for online customers. Location Finder Applications Any company with a geographic presence such as regional offices, retail outlets, partners, distribution, or service centers can benefit from a location finder application. The following chart shows benefits by department. -3- © 2001 RightNow Technologies, Inc.
  • 6. Customer Service Sales & Marketing Web Master / IT - Reduce expensive - Tie revenue objectives to - Providing powerful inbound location customer service directives visually enhanced Web related inquiries site services - Drive customers to the - Direct customers to right channels - Provide relevant & relevant real-world actionable information locations - Improve marketing capabilities with - Contribute to your - Provide your customer geographic data company’s revenue service representatives opportunities via your with a consistent Web site centralized location data source Besides directing customers and driving revenues, Internet-based location finders help an organization: • Find and Develop Profitable Customers • Analyze Trade Areas • Resolve Service Inquiries • Automate Services • Track Assets • Target Markets • Maintain Relationships • Drive Revenues RightNow Locator TM Building on their existing eService capabilities, RightNow® Technologies introduced RightNow Locator. The product incorporates accurate geographic data, mapping software, searching technology, and advanced administrative functionality that facilitate customization and configuration without the need for professional services. Sophisticated Smart Attribute Technology TM (SAT) allows administrators boundless flexibility in customizing location characteristics and Web site requirements. The proprietary Multi-View TM Search & Display Technology gives management control over which search interfaces (views) the customer sees and which location results are displayed. -4- © 2001 RightNow Technologies, Inc.
  • 7. Location database: A consistent location information source The effectiveness of a Locator tool is determined by the usefulness and consistency of the location information and the ease by which your end-users or customer service representative’s can access the information. Location databases can be Locator TM simplifies database complex management RightNow Locator provides database administration that allows you to standardize and maintain your location information in a single centralized location. This can lead to greater CSR productivity, consistent location messaging, and lower operating costs. RightNow Locator’s database administration automates and streamlines day- to-day database management tasks, while keeping the administrator in control of the database environment. Remington gets customers to dealers Remington Arm’s President and CEO, Tommy Millner, is committed to making Remington.com the best outdoor site on the Internet. The nation's largest arms manufacturer distributes its products through thousands of locations including some of the nation’s largest discount retail chains and sporting goods stores. Location offers different combinations of Remington products. Moreover, these products experience seasonal sales patterns. "When RightNow came to us with this solution, we immediately knew it would give us an edge on the competition," said Sam Grecco, VP for eBusiness and eCommerce for Remington Arms. "Our partnership with RightNow Technologies has been highly successful and we look forward to extending that relationship with RightNow Locator." Providing their customers with timely access to accurate real-world location information is critical. By deploying RightNow Locator, Remington directs -5- © 2001 RightNow Technologies, Inc.
  • 8. customers to the right channels that offer the right products, to purchase their products and make this year a season for success. Conclusion Quality virtual experiences are essential for building customer loyalty. A link from the Web to brick and mortar companies is vital when people are considering their purchasing options. The Internet has astonishing potential for building long-term customer relationships because of the ability to interact anytime, anywhere, understand individual needs and preferences, and to provide customized solutions. Location tools enhance these processes by helping individual Internet customers efficiently get to their desired geographical destinations. The company enjoys a loyal customer base and immediate cost savings. -6- © 2001 RightNow Technologies, Inc.
  • 9. About the Author Ronald M. Brien is a product manager at RightNow Technologies, an industry- leading provider of Web customer service systems. RightNow Locator and RightNow Metrics™, an Internet-based survey tool, are Ron’s key focuses. Ron holds an MBA from the University of Rochester’s Simon School of Business, and a B.A. in business from Montana State University. About RightNow Technologies RightNow Technologies is a leading global provider of proven eService solutions that deliver rapid time-to-benefit and quick ROI. RightNow was named the second fastest-growing independent software company in the U.S. by Softletter, an industry newsletter. RightNow’s comprehensive solutions include Web-based self- service, email response management, live chat and collaboration, and service analytics. These solutions feature an integrated product architecture, highly intuitive interfaces, and centralized workflow management – all based on a proprietary customer-driven, self-learning knowledge base. RightNow customers include Air Canada, Ben & Jerry’s, Black & Decker, British Airways, Fijitsu, Motorola, Nortel, Pitney Bowes, Sanyo, Social Security Administration, Sprint, and more than 1,100 other organizations in a wide range of vertical markets. Founded in 1995, RightNow has offices in Bozeman, Dallas, London, Sydney, and Tokyo. RightNow’s products are available in 15 languages worldwide. To learn more, visit www.rightnow.com or call 877-363-5678 or 406-522-4200. Headquarters Dallas Office United Kingdom Office Australia Office RightNow Technologies, Inc. RightNow Technologies (UK) Ltd. RightNow Technologies, Inc. RightNow Technologies 40 Enterprise Blvd. 1st Floor 1501 Luna Road, Suite 138 (Australia) Pty Ltd. PO Box 9300 Carrollton, TX 75006 58 Herschel Street Level 15 Bozeman, MT 59718-9300 Slough, Berkshire 99 Walker Street Main Phone +1-972-323-5600 SL1 1PG North Sydney, NSW 2060 Main Phone +1-406-522-4200 Toll Free 1-877-277-3898 Toll Free 1-877-363-5678 Fax +1-972-466-0752 Main Phone +44 (0) 1753 89 4900 Main Phone +62 2 9657 13 66 Fax +1-406-522-4227 Fax +44 (0) 1753 89 4901 Fax +62 9657 13 53 Japan Office Mitsui & Company, Ltd. Mitsui RightNow Technologies IT Solution Division 2-9 Kanda Nishiki-cho Chiyoda-ku Tokyo, Japan 101-0054 Main Phone +81 3 3323 2130 Fax +81 3 3323 2150 -7- © 2001 RightNow Technologies, Inc.

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