But your web presence should be only one part of an entire toolbox that larger organisations should be using to influence more, engage more, sell more and retain more. But in my experience, a lot of them don’t understand that to have a joined up online customer experience and you need to have a joined up collection of tools that all work well together.
In other words you need a Digital Platform not a website.
So what can a Digital Platform do for you?
Provide ubiquitous online access
It should give as many users as possible easy access regardless of: device, connection speed and ability.
Improve the Customer Experience
It should create a relevant & consistent digital interface for each user segment, allowing all interactions to be as efficient & intuitive as possible, allowing your business to understand customers better.
It should maximise any online revenue opportunities through better marketing campaigns, improved conversion and opportunities for additional revenue optimisation
It should allow you to understand digital visitor behaviour with the intention of informing and optimising future digital activity.
Provide consistent content
It should allow the central management of content (text, imagery, etc.) across all online devices and interfaces.