customer relationship management coca-cola

Customer relationship management is about giving customers the chance to interact with the brand. For Coca-Cola, while they do not sell any Coca-Cola products online, they do use the site to provide information about their products and allow visitors the ability to interact with the brand in fun and engaging ways. A customer response center answers questions and they have developed a page for key customer accounts to facilitate sharing of information. They also use online surveys, usability studies and focus groups to benchmark sites and make improvements.