With the amount of smartphones being used on a daily basis, businesses should ensure that they not only have a comprehensive online presence, but also a mobile one. That way, when customers encounter an issue, have a question, or even want to offer praise and gratitude, they can easily access a business' online customer services.
Even well-established organizations need to take the time to create accessible and informative website customer support. Coca-Cola, the unmistakable soft drink company that prides itself for being "the pause that refreshes," and encourages consumers to "open happiness," has done a complete revamp of its website.
According to The New York Times, the organization redesigned its site in the style of an online magazine called Coca-Cola Journey, after a magazine named Journey that was published for the company's employees from 1987 to 1997.
Officials hope that by infusing a more consumer-focused philosophy will boost the web site's traffic up from the current 1.2 million unique visitors each month. In addition to already-existing material – biographies of executives, job postings and news releases – Coca-Cola will include articles on subjects like entertainment, the environment, health and sports.
Ashley Brown, director for digital communications and social media at the Coca-Cola Company in Atlanta, told the Times that the idea is to create a story. The business wants to recast its communications with consumers as storytelling rather than advertising.
"The hot thing is to talk about being publishers," Brown said. "We have this belief in great, real content and creating content that can be spread through any medium as part of our 'liquid and linked' strategy."
When companies create a link between themselves and their customers, they will find more success. Accessibility is crucial for a business, which is why an online answering service can be beneficial. That way, customers can contact a professional 24/7 through the digital device of their choice.