For Godrej Group’s Consumer Product Group, achieving the 2020 vision has necessitated a transformational shift in customer engagement.
Godrej Group’s proactive approach to online engagement is a huge leap forward for a company which relied heavily on TV to reach customers in the past. With that approach, it could not get deep enough insight into its online customers’ interests and what was said about its brands.
Through its implementation partner, Mirum, the Godrej Group is also using Social Studio to gather insights about new market categories and inform its broader marketing strategy.
“Our collaboration with Mirum and use of Salesforce has been critical to improving our customer insight and crisis management capabilities. Mirum is also helping us to assess new market opportunities as we work to achieve our 2020 vision,” said Parihar.
Social Studio has resolved both challenges. It helps Godrej Group to gather insights for proactive communications while monitoring conversations about its brand in real-time.
The Godrej Group is now using Social Studio across 15 different brands in India and Indonesia and is considering a rollout in Africa as well. It’s experienced double- digit growth in online customer engagement and user session times are increasing. A 20% growth in organic traffic is further proof that the topical content informed by social listening is having the desired effect.
“By using Salesforce, we can capture insights to define our digital strategy and engage our customers with content we know they want to read.” PANKAJ PARIHAR, VP & Head Digital Marketing, Consumer Product Group, Godrej “Godrej is a truly a global conglomerate and needed a platform that would help them manage their complex requirements. Salesforce provided that platform while we’ve partnered with them in a flexible and scalable manner to achieve their key objectives.” MIHIR KARKARE, Co-Founder and Executive Vice President of Mirum