RightNow In the Right Spot for Service and Customer Experience
Founded in 1997 and headquartered in Bozeman, Montana, RightNow Technologies (NASDAQ: RNOW) is the maker of SaaS CRM and customer experience solutions. The company aspires to help organizations deliver great customer experiences, and in fact, lives by a compelling mantra to 'rid the world of bad experiences one consumer interaction at a time, 8 million times a day.'
From humble beginnings as a glorified FAQ software solution in 1997, RightNow has grown to over 800 employees supporting over 1,900 global customers and is today the fourth largest SaaS CRM software company (behind Salesforce.com, Oracle CRM On Demand and Microsoft Dynamics). The company's culture stands in stark contrast to its most direct competitors. Far from Silicon Valley, the company has inherited a quiet, confident and professional attitude from CEO Greg Gianforte.
RightNow is recognized as a CRM manufacturer who practices what it preaches. The company pioneered the concept of a Customer Success Indicator (CSI) in order to measure customer utilization and then advance and optimize each customer's usage and value from their CRM software investment. RightNow also teams with research organizations to produce and deliver its annual Customer Experience Impact Report—a report that solidifies trends and measures the magnitude of customer behaviors, such as 82 percent of consumers have stopped doing business with an organization due to a poor customer experience.
Interestingly, the company is gravitating away from the 'CRM' moniker in favor of 'customer experience solutions'. It's an interesting tact driven by the company's CEO and supported by a line of impressive products which run along a continuum from CRM software (including its traditional pillars of sales force automation, marketing and service) to social CRM tools to customer experience management (CEM).
Whether this messaging is designed as a positioning statement to find unique ground in a crowded market or marks an authentic product evolution and positions them to become a new category leader is not totally clear. However, what is apparent is that while much of the industry at large would like to evolve to a new moniker, for the good or bad, the customer marketplace takes comfort with the CRM acronym, the growing $14 billion CRM industry is not a bad place to be and RightNow continues to play a direct and significant role.
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