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RightNow CRM Extended Across Nikon Europe
TMCnet Contributing Editor
Nikon Europe has extended its relationship with RightNow Technologies and deployed RightNow Marketing as its out-bound customer communication system, according to RightNow officials.
The new deployment gives the camera manufacturer "increased capabilities and capacity for all types of communications including information about latest offers and promotions, training and seminars, and newsletters," RightNow officials say.
Individual countries will be responsible for driving local marketing campaigns and will be able to segment the registered user base as they please. In France a promotion for Nikon's new D80 camera is already underway.
Nikon Germany and Austria are using RightNow to run a sales promotion to target eligible customers with either a six month 'all risk' insurance policy or a cash back incentive.
Deployment of the system is still in its early stages; however projections suggest that the original specification of 2 million e-mails per year may fall short of actual usage, with Nikon Germany already anticipating that it will send 1.5 million emails to customers in 2007.
Nikon officials said the RightNow product's visibility into click through rates, and the ability to create test campaigns before executing en masse, were attractive features: "It is now possible to discern return on investment for our direct marketing programs and forecast more accurately the result of these."
The camera manufacturer is standardizing both its in-bound and out-bound customer touch points on RightNow's CRM suite. As customers communicate with Nikon during registration or a service incident, relevant information will be gathered and used, with permission, for more targeted campaigns.
Likewise, the company's service agents will also have greater insight into customer histories and preferences which will assist with the delivery of improved service interactions.
In July Australian industry observer Angus Kidman noted that discount airline Jetstar was gearing up to expand its customer-facing RightNow CRM system, as well as the internal system. "Shortly after the sales launch for those routes, it plans to launch a Japanese-language of its main jetstar.com site," he writes, "complete with a selection of translated questions from the current RightNow system."
Turns out the company's customer-facing RightNow CRM system was so useful Jetstar employees were using it themselves: "When Jetstar rolled out its Australian site implementation of the query database, it was surprised to discover that many of its own staff were using what had been intended largely as a customer-facing system."
"We're looking at an internal version of RightNow which may include slightly more detail and be skewed towards the internal user," a company official told Kidman. "It will have the same questions but also potentially additional information for people operating over the phone."
David Sims is a contributing editor for TMCnet. For more articles please visit David Sims' columnist page.
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