GIANFORTE OUTLINES THE FUTURE OF INTERNET CUSTOMER SERVICE

Attendees of the RightNow Technologies Expedition 2000 user conference were treated to a thought-provoking speech entitled "The Future of Internet Customer Service" by Greg Gianforte, founder and CEO of RightNow Technologies. The speech, which officially kicked off RightNow's biannual user group conference, was attended by leading Internet customer service professionals from around the world.

As outlined by Gianforte, the role of Internet customer service is to help the company better understand and satisfy the needs, wants and desires of their customers. A properly implemented Internet customer service system, Gianforte added, helps companies build more profitable and closer relationships with their customers.

Gianforte Unveils Model For Measuring Maturity of Internet Customer Service Operations

For the first time, Gianforte officially proposed an insightful new model for measuring the maturity of any business' Internet customer service operations. The model describes the stages most organizations pass through as they implement their Internet customer service strategy, and provides a useful roadmap for ongoing improvement.

The first stage of maturity, called "Static Information," is characterized by static FAQs (frequently asked questions) or phone numbers posted on the Web site as a first attempt at Internet customer service. These first generation attempts are usually referred to as "Brochureware." Companies who post static information invariably fail to satisfy the information requirements of their customers, said Gianforte. These systems actually drive customers away from the Web site and back to less efficient and more expensive mediums such as the telephone.

The second stage of maturity, represented by "Delayed Answers," typically involves implementing a system to respond to customer service inquiries via e-mail. While e-mail management systems are an important component for any effective Internet customer service system, they are limited as a standalone solution. The limitation results from the fact that a large quantity of e-mail is a symptom that a company's Internet customer service is inadequate, because it means that the customer was unable to find the information on the Web site.

The third stage of maturity, called "Immediate Answers," is characterized by a system that provides customers with immediate answers and a dynamic self-learning knowledge base. "Through effective self-service, 70-90% of customer questions can be answered immediately," said Gianforte. "The result is increased customer satisfaction and reduced operational expenses." In addition, successful self-service systems are powered by a dynamic knowledge base that automatically adjusts solution recommendations based on feedback from previous users.

The fourth stage of maturity, which Gianforte refers to as "the future of Internet Customer Service," is called "Personalized Service." According to Gianforte, next generation Internet customer service systems will leverage artificial intelligence and mass customization techniques to create individualized, one-to-one customer service relationships with each customer. Gianforte shared his vision of a "Personalized Service Portal" (PSP) that customers could access from any digital device to receive personalized information tailored to their unique interests, purchase history and support requirements.

Gianforte closed the presentation by providing a product roadmap for RightNow Web, RightNow's flagship Internet customer service suite. According to Gianforte, RightNow Web currently satisfies all the requirements of second and third stage Internet customer service systems while incorporating key elements of a fourth stage system.

About RightNow Technologies

Founded in 1997, RightNow Technologies automates customer service and technical support operations for Internet-connected organizations. RightNow Technologies' customers include Ben & Jerry's Homemade Ice Cream, eTour.com, Motorola, Nortel, Polaroid, Sanyo, Specialized Bicycles, Sprint, TDK, Xerox and more than 750 other organizations. RightNow Technologies' world headquarters are located at 77 Discovery Drive, Bozeman, MT 59718, and can be reached by phone at 877-363-5678, by fax at 406-522-4227, by e-mail at info@rightnowtech.com or on the Web at www.rightnowtech.com.

Contact RightNow Technologies Inc, Dan Nichols, 406-522-4257, dnichols@rightnowtech.com.