flythomascook.com, part of Thomas Cook UK & Ireland, is strengthening its relationship with RightNow Technologies.

Published: 15 Feb 2007

flythomascook.com, part of Thomas Cook UK & Ireland, is strengthening its relationship with RightNow Technologies.

Flythomascook.com is to use RightNow Marketing, an on demand marketing automation solution, in conjunction with RightNow Service, an on demand customer service solution, which the company has been using for nearly a year. Through this combination of RightNow solutions, flythomascook.com can execute highly targeted marketing campaigns based on customer preferences and other intelligence captured within RightNow Service.

With RightNow Marketing, flythomascook.com can cost-effectively design and execute multi-channel marketing campaigns, providing customers and prospective customers with relevant information that can help to drive new business. RightNow Marketing automates the creation, execution and tracking of all types of marketing campaigns, enabling organisations to deliver timely and relevant communication to appropriately targeted recipients via audience segmentation. In addition, it provides reporting and insight for monitoring and improving campaign effectiveness and efficiency.

“Our market is extremely competitive, so we need to ensure that our campaigns are not just adding to the ‘noise’ that our customers and potential customers receive,” said Tony Milsom, director, flythomascook.com.

“RightNow Marketing will enable us to reach out to our customers in a personalised manner by using the customer information that we already have via RightNow Service. By delivering marketing messages tailored to our customers’ interests and needs, we can enhance the overall customer experience. Also, our campaigns have a much greater likelihood of convincing recipients to act on the information they receive,” said Milsom.

Greg Gianforte, founder and chief executive officer, RightNow Technologies said, “RightNow gives flythomascook.com the potential to optimise every customer relationship, improving the quality of communication and responsiveness; ensuring that customers feel cared-for when they receive information that has been tailored to their needs. This is another example of a company that began with a single RightNow offering and based on initial success, is adding more of our solutions.”