The runner-up for the award is the Kentucky Equine Research, Inc. for its MicroSteed Online Ration Wizard. The web-based application integrates with PC-based ration evaluation software, forming continuous communication between the end users, nutrition specialists and industry sales representatives.
The ongoing conversation generated by the application allows nutrition specialists to evaluate and edit the feed ration provided by the end user. They can also answer questions and give recommendations. The wizard allows industry salesmen to enter the conversation by allowing them to follow up on high-quality leads, offer further support and facilitate sales.
The application provides benefits to its triangle of users. It provides feed companies with an electronic interaction method with clients and also refers purchasers to dealer locations and online vendors to buy recommended products, increasing overall efficiency of consultation, improving customer service.