CX: HARNESSING THE CONSUMER REVOLUTION

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1 CX: HARNESSING THE CONSUMER REVOLUTION This is every executive s worst nightmare. Not only is the customer unhappy and likely never to come back again, but he s telling a few thousand people on Twitter too! The fallout from this bad customer experience could cost the company thousands of dollars in lost sales. Organizations interacting with today s consumer are facing a rare combination of circumstances; skyhigh expectations, unlimited options and the sweeping consumer empowerment driven by social networking have created a force unlike any we ve experienced before. After decades of being managed and forced to adapt to companies internal business processes, consumers have had enough. They are unleashing their power on the social web and it is rapidly gaining momentum. Businesses that ignore this and don t look beyond internally focused customer management systems to externally focused customer experience solutions will not survive. To thrive, you must ensure each customer interaction is a positive experience; you must listen to your customers, respond to what they say and adapt to their changing needs and preferences. The following examines the power of this new generation of consumers, where traditional CRM falls short, and how CX (Customer Experience) is uniquely designed to use consumer empowerment and insight as a competitive advantage to drive revenue.

2 A New Generation of Social Consumers with Sky-High Expectations Consumers have always had expectations to be heard, supported, and valued. But, never before have consumers expected a great experience to accompany every interaction. In 2009, 86% of consumers quit doing business with a company due to a bad customer experience; 82% of consumers that had a bad experience told others about it. With social tools at their disposal, the repercussions of this can be enormous. Today s consumers are empowered, like no other time in history, with an arsenal of social options to ensure their expectations are met or they will tell the world about it. Consumers are forcing change! They are in control and setting the tone for every interaction they have with you. Take for example Dave Carroll and his actions after United Airlines broke his guitar. Carroll posted his complaint in the form of a video on YouTube; a negative whirlwind followed when more than five million people viewed the video. Another classic example is Vincent Ferrari who recorded a conversation with an AOL representative as he tried to cancel his AOL account. The AOL representative resisted Ferrari's request. Ferrari then posted the audio file on his blog, it became instantly popular the conversation aired on CNBC and NBC, YouTube recorded more than 62,827 hits two days after it was released. Companies can no longer manage the customer relationship; however you can control the customer experience you deliver. CRM Missed the Customer Meeting and exceeding today s consumer expectations is more critical than ever. To do this, winning organizations must look beyond internally focused customer management systems to externally focused customer experience solutions to create competitive advantage and drive bottom-line results. CRM (customer relationship management) was created to help organizations manage the internal business processes related to customers, specifically sales automation processes for field sales organizations. CRM helped companies create operational efficiencies by coordinating sales and customer data. However, the internal focus of CRM often left the consumer out in the cold. Many organizations also failed to achieve the business outcomes they desired with CRM. A 2001 Gartner study found that approximately 55 percent of all CRM projects failed to meet software customers expectations. Also a 2002 Butler Group report found that 70 percent of CRM implementations fail. AMR Research reported in the 2006 Ending CRM Failures that 31% of CRM implementations failed. And, in 2007 the Economist Intelligence Unit reported, CRM success continues to elude most companies. The reasons why CRM has left the consumer unfulfilled are clear. First, consumers don t want to be managed, they want to be engaged in an experience that works for them. They want to find you, buy from you, use your products and services and get support. Second, CRM amplified the complexity of internal systems, processes and procedures, crippling an organizations ability to rapidly adapt to the dynamic needs of consumers. With CRM focused on the wrong priorities, being highly complex and rarely meeting expectations, it is easy to see why a new solution is necessary.

3 Dawn of a New Era CX is a revolutionary approach to delivering great customer experiences that create loyalty, grow sales and increase efficiency. CX is not a new name for CRM. It is built from the ground up for consumer organizations and puts customers at the center of the experience. CX marks the shift from internally focused solutions to solutions that focus externally to deliver superior customer experiences. From day one, RightNow solutions have been rooted in the end consumer. In our earliest years, RightNow empowered consumers with the opportunity to get answers and help online. As the Internet took off, RightNow championed these consumers by delivering web self-service solutions to thousands of organizations. This unique, consumer-centered approach is what has allowed us to facilitate more than eight billion consumer interactions on behalf of our clients. In keeping the customer experience at the center of everything we do, RightNow has identified three experiences that matter most to today s consumer: the web experience, the social experience and the contact center experience. It is these three experiences, when executed well, that drive revenue and sustainable competitive differentiation. RightNow CX RightNow CX, the customer experience suite, will help you grow sales and increase efficiency by delivering superior customer experiences across web, social and contact center touch points. RightNow Web Experience seamlessly integrates into an existing web infrastructure for a fully branded online customer experience. When consumers visit a website they should be able to quickly and easily find what they re looking for. The web experience must be interactive, engaging, and branded to create stickiness. A great web experience should also allow a customer to seamlessly transition across web self-service, agent online, mobile devices and telephone assistance based on their needs. RightNow Social Experience taps social networking to promote brands, facilitate community, address customer concerns and drive revenue. Opinions are being formed and decisions being made about products and services without company involvement on social networking sites like YouTube, Twitter, and Facebook, and on blogs and in online communities. Companies need to have a presence on the social web, must engage with customers through corporate sponsored communities and must take advantage of the power of the social web rather than be at its mercy. RightNow Contact Center Experience delivers superior multi-channel customer experiences via phone, , online chat and voice self-service. When a customer picks up the phone either to speak with an agent, or interact through voice self-service they must be able to quickly and efficiently achieve their goals. Agents need a powerful agent desktop that is infused with knowledge. IVR menus should be intuitive, even speech driven. Industry-leading companies like Black & Decker, irobot, Motorola, Nikon, Overstock.com and Shaklee all use RightNow Contact Center Experience to run their award-winning contact centers. RightNow Engage enables organizations to deliver the business processes of sales, marketing and voice of the customer across the web, social and contact center experiences. Paired with Engage s analytics engine, it delivers deep customer insights and enables proactive, relevant customer communications, which builds loyalty and drives revenue.

4 Underlying RightNow CX is the RightNow CX Platform. The platform includes RightNow s innovative self-learning knowledge foundation which infuses every customer interaction with relevant and consistent knowledge to provide the basis for a positive customer experience. RightNow Connect provides the integration framework to easily connect RightNow CX with other systems. The entire RightNow CX solution leverages a mission-critical SaaS delivery model to guarantee unparalleled uptime, security and performance. Being a CX Company Along with our CX solution, RightNow as a company is improving the way we do business to deliver better customer experiences to our clients. We want to embody the spirit of CX in everything we do and every interaction we have with you. Over the course of 2010, you will see significant changes, this will include: A relentless focus on results; RightNow is adding a new role, client success managers, to ensure that our clients have a great experience with us and receive the fullest benefit from our solution and services. These success managers will be incented on client success, not sales. RightNow is also launching a new RightNow Project Methodology where the project is not complete until the right results are met for the client. Proactively sharing expertise through newly created Centers of Excellence; for each CX solution area a Center of Excellence will be established with deep expertise. These centers will combine the best minds from RightNow s product management, development, support, professional services and sales teams to

5 ensure ongoing development of best practices and sharing of CX expertise. RightNow is also planning to expand a popular service; Ask the Experts is going on demand, just-in-time online and in person access to the CX experts beginning next year. Delivering on the unfulfilled promise of SaaS. The unfortunate truth about SaaS today is that it has too much software and too little service. RightNow is committed to putting real service into SaaS, by transforming the service it delivers to clients. RightNow is simplifying contracts, providing transparency, more flexibility and remaining accountable to client results and success. RightNow also has committed to the vision of eliminating upgrades by providing invisible updates that empower clients to use new functionality quickly, easily and on a schedule that works for them. Win with CX The radical empowerment of the consumer, driven by the social web, is creating changes in business unlike any we ve experienced before. To capitalize on this change, companies must engage with customers in a fundamentally different fashion. After decades of being managed consumers are rebelling. Today companies must listen to customers, engage with them proactively wherever that might be and do whatever it takes to ensure every interaction is a positive experience. To do this, you need RightNow CX. # # #