IMPROVING PRODUCTS AND SERVICES USING ONLINE COMMUNICATION TOOLS AND SOCIAL MEDIA

Purpose- Companies are challenging nowadays a competitive environment and developing relationships with clients can be difficult, as many of them have different internal structures and strategies. Methodology- Thus, this work is describing the steps that should be adopted in order to implement a conceptual model of a platform that is efficient in managing both internal and external communication, with digital marketing features, conducting to the improvement of products and services. Findings- The research conducted revealed that companies today are giving a great importance to developing and implementing communication strategies inside the company and in the online environment for a better adaptation of their products/services with client's personalities and preferences. Research limitations/implications The model is a conceptual one, based on bibliographic research regarding the current state of the companies and their needs, which is why for reasons of implementation and use, requirements that have not been addressed can arise. Practical implications Without proper training in explaining the platform and the functionalities it provides to people who have access to it, it can lead to its non-use or inefficient use. Originality/value- The authors in this paper propose an internal organizational model of connection with external clients based on a secure account which will allow the users to generate statistics, use custom templates depending on their actions and have access to the main data in order to perform their tasks.