Paul Greenberg: Social CRM? Really? REALLY?by
P&G may be the only company with a holistic social CRM strategy - yet it doesn't call it SCRM. Paul Greenberg explains what can be concluded from this.
I recently had the opportunity to speak at the Capgemini EMEA 'Futures Forum' in London to about 100 customers of Capgemini’s. In the course of my discussion on what social CRM is, something occurred to me. The only company that I knew that had what I would call a holistic social CRM strategy – that was also reasonably complete – was likely to look at me with a totally blank stare if I asked them to tell me about their social CRM strategy. That would be Procter and Gamble.
CRM expert Paul Greenberg is author of CRM at the Speed of Light (4th Edition, October 2009) and president of The 56 Group. He is also managing partner/CCO of BPT Partners, executive vice president of the National CRM Association and co-chair of the Rutgers CRM Research Center.
Paul Greenberg is founder & Managing Principal of The 56 Group, LLC, an advisory firm, focused on customer-facing strategic services, including CRM, customer experience and customer engagement strategies.
His book, CRM at the Speed of Light now in its 4th edition, is in 9 languages and been called “the bible of the CRM industry”. It...