RightNow Technologies
The People's CRM Company
RightNow: The People's CRM Company - Case Study
Introduction
RightNow Technologies provides CRM software solutions that help companies deliver excellent customer experiences. Back in 2004, RightNow was a relatively unknown on demand CRM player, competing against media darlings such as Salesforce.com and traditional CRM heavy weights Oracle/Siebel and SAP. Based in Bozeman, Montana, RightNow wasn’t at the forefront in The Valley, but had a genuine focus on its customers and a unique approach to delivering CRM. The company turned to Horn Group to gain recognition as a leader in the on demand CRM market and deposition against heavyweight competition.
Strategy and Tactics
RightNow needed to get on the map and fast! The motto: be bold, be forward thinking and be everywhere while keeping with the culture of RightNow.
Tactics
- Trends, Trends, Trends: a seasoned CEO, Greg Gianforte understood the importance of CEO participation to get the company in the spotlight. Speaking on an array of topics from the rise of the on demand delivery model, old guard CRM companies working to stay nimble, and bootstrapping your company, Greg became the go-to man that would tell it to you straight. Horn Group created the vehicle to tell it with industry lunches; panel discussions and meet-and-greets
- Be your own company: differentiating RightNow from its competitors was critical. Through a series of creative mailers, executive “rants” and competitive crowding RightNow became its own force to be reckoned with
- Bringing it to the consumers: how better to tell your story then by bringing it down to the everyday person? Introduce “RightNow Technologies Annual Customer Experience Report” evaluating trends, statistics and funny antidotes of customer service
- Customers Love RightNow: don’t tell, show. What better way to sell the story than from those that use it and love it. With an approach to owning the verticals, Horn Group worked with RightNow’s customers to demonstrate the unique approach to solving their customer’s business problems and delivering excellent customer experiences.
Results
- RightNow is on the map and an established leader in the on demand CRM industry. What’s next? You’ll have to watch, but the company is moving full force with more creative PR campaigns and will continue to tell their story in an end-user fashion, backing up the data with customer proof points and corporate growth. The motto remains the same, be bold, be forward thinking and be everywhere....
- USA Today Front Page, “Tech troubles have frustrated consumers looking for help”, November 2006
- BusinessWeek, “I hear America gripping”, September 2007
- Annual Survey microsite drove leads to site
- 1to1 Cover story, “eHarmony says I do to customer service”
- BusinessWeek, “The Great Platform Hoax”, December 2005
“Horn Group has been instrumental in positioning RightNow as a leader in the CRM industry, not only with their strategy and counsel on our PR initiatives but by also connecting us with the media that influences our business.” Greg Gianforte, Founder and CEO, RightNow Technologies.