Remington Arms Improves The Customer Experience, Boosts Revenue, And Saves Over $1.6 Million With RightNow®
Goals
- Leverage multiple channels to more cost-efficiently answer customers’ questions
- Increase sales by directing website visitors to local dealers
- Extend customer-focused corporate culture across internet channels
Achievements
- $1.6 million saved over three years
- 70 percent reduction in call abandonment rates
- 30 percent reduction in call volume and 50 percent reduction in email volume
- 250,000 site visitors find local dealers—boosting bricks-and-mortar revenues
- Greater visibility into customers’ top concerns
It’s great when technology saves you millions of dollars. It’s great when technology improves your business processes. And it’s great when technology helps you increase your revenues. But what’s really amazing is when it enables you to do all three.
Yet that’s exactly what RightNow’s on demand call center solutions have done for Remington Arms. In fact, independent analysis by Nucleus Research concluded that Remington Arms’ implementation of RightNow's call center solutions saved the company $1.6 million over the course of three years—while at the same time improving the customer experience and boosting store traffic. Based on those savings alone, according to Nucleus, Remington Arm’s investment in RightNow’s call center solutions paid for itself in just one month.
Remington Arms is one of America’s oldest manufacturing companies, and over the years it has firmly established a culture of strong customer service. So when it began to develop its internet strategy, it needed to ensure that whatever it did online wouldn’t undermine its ability to deliver personalized service and attention.
That’s why Remington’s eBusiness Manager was especially concerned about potential email overload. “We needed a scalable solution that could proactively reduce the number of incoming emails by answering them online,” he says. “By making sure site visitors could quickly and easily find any information they needed, we could take care of a greater number of customers, increase satisfaction across all channels, and maximize our return on investment.”
Streamlining Customer Interactions
RightNow's call center solutions offered the perfect solution. Its easy-to-use, easy-to-manage knowledge base ensured the Remington site was an extremely useful resource for customers with questions. Within days, Remington had a fully functional online help center answering nine out of every ten customer inquiries. That led to a 30 percent reduction in call volume, more than a 50 percent reduction in email volume, and call abandonment rates dropped by more than 70 percent. As a result, Remington's consumer service staff has been able to respond more quickly and attentively to the remaining inquiries—boosting customer satisfaction while servicing more customers than ever.
Remington also gained much greater visibility into its customers’ top concerns through the use of RightNow's call center services. By tracking the types of questions customers ask, the service team can provide Remington’s product managers and marketers with critical market feedback. In one case, this feedback led the company to re-introduce a discontinued product based on the high volume of inquiries the company received about the product’s fate. The re-introduction of that product turned out to be a huge success.
After implementing RightNow's call center services, it soon became evident that one of the most common questions visitors to the Remington site had was, “Where can I buy?” To answer that question, Remington again turned to RightNow. RightNow’s locator solution allows store location information to be presented to site visitors based on a variety of criteria—including location, product availability, and hours of operation. Site visitors are quickly and automatically directed to the most convenient place to make a purchase and/or have their products serviced.
Deployed during the company’s peak fall season, this locator solution quickly yielded an 88 percent success rate, even though Remington had less than five percent of its retail locations listed. Today, with nearly 5,000 dealers added, that rate has grown to 97 percent. “Thanks to RightNow, we have a quarter of a million customers finding stores via our site,” he says. “That obviously has a positive impact on both our revenue and our call center costs.”
RightNow's call center services also gives Remington’s management increased visibility into the geography of their markets—which can be difficult for companies selling through two-tier distribution. “Now we see where our customers are and where they’re buying,” he says. “We’re also showing our dealers we’re continuing to take steps to support them.”
Measureable, Impactful Results
RightNow's call center solutions are automatically answering tens of thousands of customer questions every month for Remington. Based on the average cost of answering customer questions by phone and email, Nucleus Research calculates Remington’s total cost savings added up to more than $1.6 million over a three-year period.
“RightNow enabled us to off-load a huge volume of customer interactions onto a channel that’s inexpensive, effective, and open 24 hours a day,” he declares. “That saves us a lot of money, in addition to providing our customers with immediate and accurate answers to their questions online.”
Because RightNow provides their call center solutions as on demand services, Remington has been able to reap all of these benefits without incurring the considerable implementation and ownership costs typically associated with an in-house implementation of enterprise software and supporting IT infrastructure.
He also points to the ease and speed with which these benefits were achieved. RightNow’s no-hassle hosting, responsive technical support, and periodic free Tune-Up sessions have all contributed to Remington’s tremendous customer experience success. “RightNow does what they say they’re going to do, when they say they’re going to do it,” he observes. “That’s very important in today’s business environment.”
Remington Arms Support Site | Remington Arms Homepage
About Remington Arms
Remington Arms Company, Inc. is America’s oldest gunmaker and one of the country’s oldest manufacturing companies. The company markets a complete range of firearms and ammunition, along with accessories and licensed products through a nationwide network of dealers and distributors.
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