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Report: Customer Relationship Management Report
Overview
This Beagle Research Group case study focuses on NCsoft, a company that has embedded features of RightNow—a hosted CRM solution—within its core online games so that customers can access support as naturally as if they were clicking on any other game feature. Beagle Research believes this approach has far reaching implications for the broader market. If a game company can embed what amounts to concierge service into its products, then this blending should be available to virtually any company and this case may serve as an example for the future. RightNow and NCsoft receive a 2006 Wiz-Kids award for this creative blending of two on demand products whose sum is much greater than the individual parts.
With a strong suite of tightly integrated tools spanning contact channels, RightNow Technologies presents a robust offering for customer service, especially for consumer-facing organizations. Phone, email, chat, and forum activity are all integrated into the customer records, and information presented during any interaction is available when transitioning to another medium. Cross-sell and up-sell opportunities are addressed within the tools, helping to maximize the value of each interaction.
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