1. Internet-Based Location Finders
Linking Your Virtual Presence to the Real World
By Ronald M. Brien, RightNow Technologies

2. Contents
Executive Summary …………………………………………………………………………………………… 1
Online watchers – Offline Shoppers ………………………………………………………………… 1-2
Location is Fundamental! …………………………………………………………………………………… 2
Providing a link to the Real-World ……………………………………………………………….…… 2-3
Location Finder - Directing Customers, Driving Revenues …………………….....…… 3
Location Finder Applications ..................................................................... 3-4
RightNow Locator ………………………………………………………………………………………….…… 4
Location Database - A Consistent Location Information Source ...................... 5
Remington gets customers to dealers ........................................................ 5-6
Conclusion ……………………………………………………………………………………………….…………… 6
About the Author ………………………………………………………………………………………………… 7
About RightNow Technologies ……………………………………………………………………………… 7

3. Executive Summary
While the Internet provides an invaluable eCommerce opportunity to companies, it
also “raises the bar” for customer service expectation. By 20041, two trillion dollars
in revenue will be generated per year through eCommerce and the number of
individuals seeking online customer service will jump to 67 million,2 up from 33
million in 2001.
To meet growing customer demands companies must adopt innovative service
techniques. Telephone call centers, basic email management, and static FAQ tools
are costly and do not meet customer expectations. Combining online and offline
customer service options to provide relevant and instantaneous information creates
efficient business processes, drives revenue, and decreases operation costs.
Internet-based location finder software is a new innovation in customer service.
These systems of that can include search technology, geographic data, visual
information (maps & driving directions), map servers, location databases, and
administrative functionality. They link companies’ online presence with their offline
existence by closing the gap between customer’s online purchasing or service needs
and their ability to find real-world retail facilities, service centers, corporate offices,
distribution centers, and other locations. Used alone or in conjunction with an
eCommerce or a customer service platform, location based services improve
customer retention while simultaneously driving revenues.
“Internet retailers and other businesses with online presences
should concentrate on providing information through their Web
sites. As consumers are increasingly relying on online
information sources to drive their off-line purchases.”
- Jupiter Communications
Online watchers, Offline shoppers
In 2001, 48.2 percent of adult Americans made an online purchase3. However, 61
percent of adult Internet users say they are “not very comfortable” or “not at all
comfortable” making an online purchase4.
An eMarketer study sheds more light on Internet usage patterns. While sending
emails (92%) was the most popular online activity, researching products (75%) was
second, and product purchase was a distant 8th. Despite this gap, some of these
researchers eventually purchase a product online or at a real-world location.
Considering that 70 percent5 of U.S. shoppers plan to spend less money at a
retailer's offline store because they were dissatisfied with their shopping experience
online, the Web experience is absolutely key to offline business performance. Loyal
1
eMarketer, 2000, The eGlobal Report
2
Jupiter Media Metrix 06/26/2001
3
Findings from the Nielsen//NetRatings and Harris Interactive eCommercePulse, collected from a March 2001
online survey of 39,000 Web users
4
eMarketer, 2000, The eGlobal Report
5
Jupiter Research's Media Metrix 03/21/2001
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© 2001 RightNow Technologies, Inc.

4. customers are six times more likely to repurchase, and even a 5% customer
retention rate may increase profits by 25 to 95%6.
Location is fundamental
Consider a typical case: A customer researches your products online and decides
that they are ready to spend - but not online. They search your Web site and
submit a customer service inquiry to find a location. Can your company provide an
answer in 60 seconds or less before the customer loses interest?
Using technology to provide location information is effective because customers
typically have similar questions such as:
Where can I see your products?
Where are your stores or service centers?
What is their phone number?
What are the driving directions to get there?
Location technology lets you answer business questions like:
Where are our customers purchasing?
Which partners or channels are most frequented?
Where should we provide service?
How do we distribute our product more efficiently?
Providing a link to the Real-World
Online transactions are growing, but the real world plays a larger role in commerce.
Offline retailers increased their share in 13 of 18 categories year over year through
May 20017. Successful companies differentiate themselves by improving their
customer relationship management (CRM) processes.
6
Reicheld and Schefter, Harvard Business Review, July-August, 2000
7
Shop.org and The Boston Consulting Group's study, released in May.
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© 2001 RightNow Technologies, Inc.

5. Customer needs are satisfied and commerce is advanced when a company makes it
easier for people to make purchases and access customer service. Comprehensive,
easy-to-navigate Internet-based location information can help CRM systems satisfy
customer needs and help companies gain competitive advantage.
…“Despite the pervasiveness of internet business, most
processes are real and physical,” says IDC. “While some
purchasing is done online, most products and services are
delivered to someone at a physical location.”
Location Finders - Directing Customers, Driving Revenues
A comprehensive solution leverages accurate geographic data, highly detailed
maps, clear driving directions, robust platform technology, advanced administrative
functionality, and intuitive data management techniques. When selecting a vendor,
choose a product that provides an intuitive end-user interface and easy
implementation and administrative tools. Research has identified the following key
requirements in a Location finder product:
End-user Customer Requirements
• A source for relevant and actionable location information
• Controllable and flexible search options
• Detailed visual maps and routes
Administrative Management Requirements
• Control over searchable information and what is displayed
• Flexible customization and configuration options to detail specific
location characteristics and meet Web site requirements
• Administrative functionality that doesn’t require professional services
• Simple database administration that facilitates easy database updates, etc.
• Actionable reporting to understand customer behaviors
Location tools must include search criteria such as geographic proximity, hours of
operation, location type, or product, and service availability for specific locations.
Internet-based maps, routes, and driving directions to business locations complete
the picture for online customers.
Location Finder Applications
Any company with a geographic presence such as regional offices, retail outlets,
partners, distribution, or service centers can benefit from a location finder
application. The following chart shows benefits by department.
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© 2001 RightNow Technologies, Inc.

6. Customer Service Sales & Marketing Web Master / IT
- Reduce expensive - Tie revenue objectives to - Providing powerful
inbound location customer service directives visually enhanced Web
related inquiries site services
- Drive customers to the
- Direct customers to right channels - Provide relevant &
relevant real-world actionable information
locations - Improve marketing
capabilities with - Contribute to your
- Provide your customer geographic data company’s revenue
service representatives opportunities via your
with a consistent Web site
centralized location
data source
Besides directing customers and driving revenues, Internet-based location finders
help an organization:
• Find and Develop Profitable Customers
• Analyze Trade Areas
• Resolve Service Inquiries
• Automate Services
• Track Assets
• Target Markets
• Maintain Relationships
• Drive Revenues
RightNow Locator TM
Building on their existing eService capabilities, RightNow® Technologies introduced
RightNow Locator. The product incorporates accurate geographic data, mapping
software, searching technology, and advanced administrative functionality that
facilitate customization and configuration without the need for professional services.
Sophisticated Smart Attribute Technology TM (SAT) allows administrators boundless
flexibility in customizing location characteristics and Web site requirements. The
proprietary Multi-View TM Search & Display Technology gives management control
over which search interfaces (views) the customer sees and which location results
are displayed.
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© 2001 RightNow Technologies, Inc.

7. Location database: A consistent location information source
The effectiveness of a Locator tool is determined by the usefulness and consistency
of the location information and the ease by which your end-users or customer
service representative’s can access the information.
Location databases can be Locator TM simplifies database
complex management
RightNow Locator provides database administration that allows you to standardize
and maintain your location information in a single centralized location. This can lead
to greater CSR productivity, consistent location messaging, and lower operating
costs. RightNow Locator’s database administration automates and streamlines day-
to-day database management tasks, while keeping the administrator in control of
the database environment.
Remington gets customers to dealers
Remington Arm’s President and CEO, Tommy Millner, is committed to making
Remington.com the best outdoor site on the Internet. The nation's largest arms
manufacturer distributes its products through thousands of locations including some
of the nation’s largest discount retail chains and sporting goods stores. Location
offers different combinations of Remington products. Moreover, these products
experience seasonal sales patterns.
"When RightNow came to us with this solution, we immediately knew it would give
us an edge on the competition," said Sam Grecco, VP for eBusiness and eCommerce
for Remington Arms. "Our partnership with RightNow Technologies has been highly
successful and we look forward to extending that relationship with RightNow
Locator."
Providing their customers with timely access to accurate real-world location
information is critical. By deploying RightNow Locator, Remington directs
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© 2001 RightNow Technologies, Inc.

8. customers to the right channels that offer the right products, to purchase their
products and make this year a season for success.
Conclusion
Quality virtual experiences are essential for building customer loyalty. A link from
the Web to brick and mortar companies is vital when people are considering their
purchasing options. The Internet has astonishing potential for building long-term
customer relationships because of the ability to interact anytime, anywhere,
understand individual needs and preferences, and to provide customized solutions.
Location tools enhance these processes by helping individual Internet customers
efficiently get to their desired geographical destinations. The company enjoys a
loyal customer base and immediate cost savings.
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© 2001 RightNow Technologies, Inc.

9. About the Author
Ronald M. Brien is a product manager at RightNow Technologies, an industry-
leading provider of Web customer service systems. RightNow Locator and RightNow
Metrics™, an Internet-based survey tool, are Ron’s key focuses. Ron holds an MBA
from the University of Rochester’s Simon School of Business, and a B.A. in business
from Montana State University.
About RightNow Technologies
RightNow Technologies is a leading global provider of proven eService solutions that
deliver rapid time-to-benefit and quick ROI. RightNow was named the second
fastest-growing independent software company in the U.S. by Softletter, an
industry newsletter. RightNow’s comprehensive solutions include Web-based self-
service, email response management, live chat and collaboration, and service
analytics. These solutions feature an integrated product architecture, highly intuitive
interfaces, and centralized workflow management – all based on a proprietary
customer-driven, self-learning knowledge base.
RightNow customers include Air Canada, Ben & Jerry’s, Black & Decker, British
Airways, Fijitsu, Motorola, Nortel, Pitney Bowes, Sanyo, Social Security
Administration, Sprint, and more than 1,100 other organizations in a wide range of
vertical markets.
Founded in 1995, RightNow has offices in Bozeman, Dallas, London, Sydney, and
Tokyo. RightNow’s products are available in 15 languages worldwide.
To learn more, visit www.rightnow.com or call 877-363-5678 or 406-522-4200.
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