RightNow Combines Customer Service, E-Mail Marketing

Share this article:
RightNow Technologies is expected to announce today a new version of its customer relationship management software that allows businesses to better integrate customer service with e-mail marketing.


The Bozeman, MT, company's RightNow CRM 7.0 includes a new feature that can trigger e-mail marketing messages in response to customer service inquiries. For example, a customer calling a toy company's customer service department could trigger an e-mail with offers for similar toys.


"There's all this market intelligence locked away in customer service," said Greg Gianforte, CEO of RightNow. "Now, it is truly multichannel, multi-event management."


Another feature of RightNow CRM 7.0, Offer Advisor, suggests marketing pitches for customer service agents at the conclusion of service.


Gianforte said the tool is part of RightNow's quest to link businesses' disparate customer information so it can be accessed.


He said most people come in contact with a business through customer service, and those communications have not been used as invitations to develop relationships beyond fixing the immediate problem.


RightNow CRM 7.0 has applications for service, sales and marketing. The marketing module has a graphical campaign design tool to make it easier for marketers to design and implement e-mail campaigns. It also tracks campaigns for costs and lead generation, producing a cost-per-lead calculation. Another new feature is the ability to create Web forms for registrations, customer profile administration and other lead-capture applications.


RightNow CRM 7.0 is expected to be available in the fourth quarter.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.