Ben & Jerry's Tastes Sweet Success

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RightNow Technologies Inc., a CRM company focused on customer service, said that 99.7 percent of visitors to the customer service Web site of Ben & Jerry's Homemade Inc. find the answer to their question using the online knowledge base created by RightNow.

This use of the Web as a customer service channel has reduced the Burlington, VT-based ice cream maker's inbound e-mail volume to less than 10 percent of what it was before RightNow's solution was implemented in 1999.

As a result, Ben & Jerry's has maintained the same number of employees in its Consumer Affairs department even as its business has grown substantially over the years.

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