Essay Preview: Crm
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I have to admit it was quite worrisome at first ÐŽ¦I; a student majoring in Chemical and Biological Engineering (the ÐŽogeekierÐŽ± bunch of the university as what I would like to call itÐŽ¦No offence to anybody!) had been asked to write an essay on CRM ?!You got to be kidding me! But Thank You Lord! The existence of internet had enabled me to find some informations on ÐŽ¦PROCTER & GAMBLE or more commonly known by the abbreviation; P&G. By the way, Mr. Kim, I hope you donЎЇt mind if I just use the latter for convenience purpose.
And so, the question;ÐŽoWhy P&G?ÐŽ±.
ÐŽ¦OlayÑžÐ*; which by the way, arrays of bottles and tubes of its skin-care line had became my motherЎЇs main ÐŽodecorationÐŽ± on the dressing table back home. OlayЎЇs Regenerist and Total Effect are her top picks. Indeed a loyal consumer she is. ÐŽ¦PampersÑžÐ*; In our country; Pampers is so well known that we even use the word ÐŽopampersÐŽ± when referring to a disposable diaper regardless of its brandÐŽ¦Head& Shoulders shampooÑžÐ*! Claimed to be effective to ÐŽo Eliminate dryness, itchiness, irritation and 100 percent of visible flakes with regular use ÐŽo. Another ÐŽomiracleÐŽ±,which of course I am so grateful of. (You just have no idea what the hot Malaysia climate could do to your scalp!)ÐŽ¦And should I mention also Febreeze ÑžÐ*Air Freshener, PringlesÑžÐ* (Onions and sour creamÐŽ¦nyummy!), another high-in-demand hair care which is PanteneÑžÐ*, GilletteÑžÐ*, Oral-BÑžÐ*ÐŽ¦the list just keep going on and on and on!
All these and more than twenty other P&GЎЇs billion-dollar-seller brands contribute to make this company a giant in the area of consumer goods. The Procter & Gamble Company (P&G) is without a doubt a brand behemoth. P&G had not only being ranked number one household and personal products company but is also listed among top 10 in FortuneЎЇs ÐŽoAmericaЎЇs 20 most admired companies 2007ÐŽ±.
SoÐŽ¦how does CRM or Customer Relationship Management fit itself into the whole picture?
The key to CRMЎЇs successful implementation hinges on the customersЎЇ satisfaction. The basic elements; which include quality products and excellent assortments of merchandise must be taken into full consideration. Communication capabilities through the use of a myriad of mechanisms in the media to communicate with the buying public play a vital role too.
Realizing these facts, the company has started a superior online customer experience across many of its brands, including CoverGirl, Crest, Downy, Folgers, Iams, Pampers, Pantene, Thermacare and Tide. By providing a superior online experience, P&G is strengthening brand loyalty among the growing number of consumers from who use the Internet as part of their daily lives. The website which caters to consumers from every corners of the world with its multi-lingual feature enables the company to quickly and efficiently answer these consumers questions via web self-service, email and chat. It also gives P&G full visibility into the types of questions consumers are asking–so it can rapidly respond to any emerging trends or issues.
Consumers often look to P&G for information that goes well beyond the companys specific products — such as tips about makeup, stain removal or dental care. P&G consumers across the various brands are viewing an average of more than 170,000 answers online each month.
Apart from that, in a milestone for the United States marketing industry, Procter & Gambles Herbal Essences brand had also teamed with m-Qube, North Americas leading enabler of mobile media, marketing and entertainment applications, to launch the first cross-carrier mobile storefront for a major packaged goods brand in the U.S. The online mobile storefront was integrated with Procter & Gambles new Herbal Essences marketing campaign, “Never Underestimate the Power of Herbal,” that was rolling out nationwide. Customers could be more involved by interacting with Herbal Essences music, content, images and messaging at www.herbalessences.com/mobile with charges going directly to their wireless bill.
And the story does not end here. Considering that online savvy modern women were projected to generate US$ 41 billion in online sales (2003), an online beauty site had been set up in its first move into selling products directly to customers online. The beauty products giant had teamed up with Institutional Venture Partners, a Silicon Valley based firm, to launch www.reflect.com, which sells everything from lipstick to eye shadow. Wow! This is what I call a super-duper-brilliant idea! Talk about true convenience! The fact that women nowadays are so preoccupied with careers and jobs 24/7 that makes going to the mall to get this kind of products is a privilege, a luxury. At least with the set up of this beauty site, getting sayÐŽ¦CoverGirlsЎЇs ÐŽoSmokey Rose 035ÐŽ± would be just a click away. Also, in a novel twist to e-commerce, P & G has decided to sell a range of 50,000 personalized combinations of unique Web products that would not be available in the shops.
In its biggest foray into the hot Web phenomenon of social networking, P&G has launched two Web sites aimed at creating online communities where the consumer-products titan can learn more about its customers and market to them. One site will be celebrity and fan-club driven, tied to P&Gs decades-old Peoples Choice Awards, and the other is Capessa, a women-oriented site produced by Procter & Gamble for the Health section of Yahoo. For your information, Capessa, is Latin for “to strive to reach a place,” designed to be a forum for women to discuss subjects such as parenting, pregnancy and weight loss. The main focus of Capessa, which is the product of a partnership with Yahoo and digital brand builder ZiZo Group, is to mine female consumersЎЇ habits and interests in connection with health and career concerns. P&G already has established online sites such as Home Made Simple and also has product promotions through various MySpace pages that revolve around some P&G brands. As for its PeopleЎЇs Choice Awards site, instead of just focusing on the actual awards show as a once-a-year event, the site will encourage fans to discuss entertainment picks in a year-round forum beginning Wednesday, the day after this yearЎЇs show.
P&G is also building a relationship with these so-called modern women customers through one of its tool; Club Olay, an online