P&G’s holistic social CRM strategy

CRM expert Paul Greenberg gave a keynote at Enterprise 2.0 on social CRM. In preparation of his keynote, Greenberg published Social CRM? Really? REALLY? at MyCustomer.com. He mentions how P&G may be the only company with a holistic social CRM strategy - yet it doesn't call it SCRM. What can we conclude from this?

1. Customer communities, e.g. Vocalpoint, a network of 600,000 mothers. Benefits: customer engagement, marketing reach; product co-creation and feedback.
2. Social marketing, e.g. the Secret Sparklebody Spray launch in 2005. Benefits: Direct revenue benefit attributable to cost-effective social marketing campaigns and locations.
3. Product co-creation, e.g. the Connect-and-Develop program. Benefits: new product development and R&D problem solution at a fraction of the cost of an internal effort. Meeting KPI of 50% of all ideas coming from external sources by 2010.
4. Customer-centered supply chain, e.g. "pricing from the shelf back".
5. Customer experience: the core for social CRM as well as CRM was, and is, the customer’s experience.

Further reading:

• Enterprise 2.0: Rethinking Customer Relationship Management @ Information Week