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National Semiconductor
CRM in Action
For the rest of the June 2002 issue of CRM magazine please click here
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The Challenge: Increase contact with customers National Semiconductor Corp. has more than 500,000 unique users visiting its Web site monthly to view its resources and product information, so the company wanted to leverage that interaction into increased sales and customer loyalty. Phil Gibson, vice president of Web business for the Santa Clara, Calif., chipmaker says the company decided to deploy Revenio Inc.'s Revenio Dialog to fill the void of coordinating the touch points of a customer across the company. Using Dialog, National has designed customer scenarios that map out every possible customer experience with the company. These dialogs help National move customers through the scenarios toward sales, while simultaneously upgrading the customer experience. Since National began deploying Dialogs in July 2001 it has designed 45 of them, but plans to create thousands more, according to Gibson. National Semiconductor is also able to provide more context-specific information that users are finding valuable and interesting. National's site has been flooded with messages from visitors saying, "How did you know that was exactly what I wanted?" Gibson says. The Payoff: The Dialogs have helped National generate more sample orders and online designs orders from customers, increase the number of prototype and evaluation boards purchased, and convert more people from browsing its site to making online purchases. --Lisa Picarille
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