PLANNING AND LEADERSHIP FOR A BETTER WORLD
PLANNING AND LEADERSHIP FOR A BETTER WORLD
The problem with user experiences on Websites isn't the lack of content. It's that users inevitably have a difficult time finding it. They click here and there, get frustrated, and then seek guidance by e-mailing the site's administrator. Or they give up entirely.
But a Bozeman, Mont.-based company called RightNow CX is seeking to change that. Specializing in improving the user experience via cloud-based technologies, RightNow focuses on making it easy to locate the essential knowledge needs of customers—like complete information about products and services offered, and how to get them. It monitors what information users are seeking on a site, and builds content to match this demand.
It also broadens the number of channels customers can use to pinpoint what they're looking for—whether they're clicking in a forum, a blog, a social network site or a company home page—and makes it easier to go from one channel to the other seamlessly within the same user experience. And it provides multichannel software for call centers that reveals the total user/customer experience for call center operators, so they know exactly what the customer has been dealing with to better resolve issues.
RightNow's solutions are marketed to a broad sector of public and private organizations. But with the Obama administration pushing agencies to provide online experiences that are more accessible and intuitive for U.S. citizen users, it's establishing an especially active niche within the federal government.
"Agencies need to be more transparent, participatory and collaborative," says Kevin Paschuck, vice president of public sector at RightNow. "RightNow is helping more than 170 of them achieve these mandates by establishing a central resource for information. We're allowing them to unify citizen support and communications across departments, without investing more budget on internal IT."
Agencies are already reporting results-based benefits from working with RightNow. Among them are:
The Department of Agriculture's Farm Service Agency (FSA). This is
where farmers go to find out about financial and supply-relief programs, among
other topics. Since implementing RightNow tools, the FSA is finding that 98
percent of its online visitors are getting answers to their questions without
e-mailing, reducing weekly e-mails from 3,000 to just a half-dozen.
The Army Training Support Center (ATSC). The center is using RightNow solutions to capture constituent feedback. Within a year, it saw a 30 percent reply rate from monthly surveys, and constituent satisfaction levels rose to an all-time high of 75 percent.
The Veterans Benefits Administration (VBA). The VBA is working with RightNow to better equip veterans for a self-service experience as they seek information about educational, disability, pension and other benefits. So far, e-mails to site administrators have been cut in half.
Next up: A project to help the Department of Defense's Medical Education and Training Campus (METC) consolidate to form the largest unified military medical education/training institution in the world. RightNow solutions will be used to provide better online training simulations for soldiers in Iraq and other global hot spots, and allow students to more easily find answers to research questions, whether they're on e-mail, chat or other communications functions. This effort is expected to roll out in the fall of 2010.
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