RightNow Helps Beachbody’s Customer Experience Get In Shape
Goals
- Slow customer service due to soaring email volumes
- Response rates pushed out as much as two weeks
- Lack of insight into support issues
Achievements
- Reduced email due to 60,000 answers viewed monthly via the web
- Slashed email response times
- Significantly reduced customer service costs due to better insight
When Amber Otto first came to fitness and weight management solution marketer Beachbody, her goal was to help the company deal with its soaring email backlog. Today, thanks to good management and RightNow’s award-winning on demand CRM technology, her company doesn’t throw more bodies—or associated payroll costs—at its customer service challenges. Web-based self-service, email response management and email marketing automation now make Beachbody’s contact center more efficient.
The fitness business is highly seasonal, so Beachbody didn't have much of an issue responding quickly to its customers' questions most of the time. During peak seasons, however, the email backlog could reach 900 messages—some as old as two weeks. Otto, Beachbody's director of CRM, first tried a tool that provided basic webforms and frequently asked questions, but it soon proved insufficient.
"We couldn't track the status and history of email exchanges with our customers, and we couldn't see whether anyone was really viewing the static FAQs," recalls Otto. "We knew we needed visibility if we were going to deliver an enhanced customer experience and pinpoint chronic problems."
As Otto and her team looked around for a better solution, they evaluated applications from eGain, Kana and Onyx, among others. In the end, RightNow won out. Otto cites RightNow's reporting and automation features as key factors in her choice, as well as the appeal of RightNow's hosted CRM delivery model—which eliminates the headaches of technology ownership. Just as important, Otto adds, is RightNow's commitment to the customer experience. "If a vendor doesn't take the time and effort to understand my specific business objectives, then it really doesn't matter how good their technology is," she explains. "With RightNow, I have confidence that I'm working with a real partner who will grow with us as we continue to evolve in a highly competitive, service-sensitive market environment."
Otto's decision proved to be a wise one. After deploying RightNow, Beachbody saw its email volume start to flatten out. The percentage of customers who were using the online knowledge base to find their answers climbed 125 percent—resulting in significantly lower customer service costs. With RightNow's comprehensive reporting functionality, Otto also gained much greater visibility into email response times and staff productivity, which enabled her to spot and correct a variety of problems. Scheduled reports allowed the staff to see where they stood and provided motivation to keep up with the group. Additionally, a full record of customer email history proved invaluable when researching complex customer accounts.
Beachbody's RightNow online knowledge base helps boost conversion rates by providing a common information area where customers can quickly zero in on the particular product they want to purchase. "A customer may see an infomercial on one specific product and then get confused when they come to the site and see several other similar products," explains Otto. "When they go to the knowledge base, they can ask questions that steer them to the particular product they're looking for—which helps them complete their purchase with confidence."
RightNow has helped Beachbody in other ways. For example, Beachbody periodically sends out 250,000 copies of its electronic newsletter. In the past, if customers wanted their names deleted from the distribution list, they would send an email to a mailbox—after which a Beachbody.com staffer would have to delete their name from the mailing list manually. To make matters worse, that opt-out mailbox would receive a huge volume of spam. Today, thanks to RightNow's rules-based email processing, those emails are automatically routed to remove addresses from the distribution list.
Otto has strong praise for RightNow's hosting model. "Hosting has enabled us to reap the benefits of RightNow's technology without shouldering the costs of software ownership or putting additional burdens on our IT department," she declares. "Plus, the uptime and performance RightNow has delivered have been superb."
About Product Partners LLC
Beachbody is the brand name for Product Partners LLC, which markets in-home fitness, nutrition and weight management products via television infomercials. In addition to providing quality products at reasonable prices, the company is committed to motivating people to stay in shape and building a community of interest around maintaining a healthy body.
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