Procter & Gamble Applies RightNow to Boost Online Consumer Experience

Procter & Gamble is using RightNow Technologies to improve its online consumer experience across many of its brands, including CoverGirl, Crest, Downy, Folgers, Iams, Olay, Pampers, Pantene, Thermacare and Tide.

Bozeman, MT-based RightNow Technologies, which offers customer experience-management solutions, made the announcement on Aug. 30.

RightNow said that its technology enables P&G to quickly and efficiently answer consumers' questions via Web self-service, e-mail 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.

In addition, consumers often look to P&G for information that goes beyond the company's specific products -- such as tips about makeup, stain removal or dental care. RightNow said its technology makes it easy for P&G to develop, manage and deliver this information across all online channels in multiple languages.

P&G consumers across the various brands are viewing an average of more than 170,000 answers online each month.

RightNow is integrated with P&G's custom-developed global contact handling system. This integration allows RightNow to act as a rules-based routing engine for e-mails from consumers worldwide.

P&G also is using RightNow's survey tools to quickly and inexpensively execute opinion polls among selected segments of consumers who have opted into the company's market research programs.