The Internet is a powerful tool for business growth, and it's here to stay. With an estimated 407 million people having access to the internet, including 167 million in North America and 113 million in Europe, it's clear that the internet is a force to be reckoned with. This article, originally published in three parts in the "Foundry Trade Journal" in 2001, explores the potential benefits of the internet for businesses and the common pitfalls that prevent many from maximizing their online activities.
One of the key elements that many businesses overlook is the potential of the internet as a tool for customer service and support. It's a well-known fact that acquiring a new customer can take up to five times the time and expense as retaining a current one. A well-designed website can be a powerful tool for providing ongoing customer service and support, leading to significant cost savings.
A website can be a great place to provide ongoing customer support for your products. By compiling a list of frequently asked questions and providing the answers on your site, you can offer a 24/7 service for your customers, regardless of whether your office is open or not. This can lead to significant cost savings in terms of telephone support time.
Another common pitfall is the lack of a clear strategy for visitor interactions. Every page of your site should have a strategy and be clear about inviting visitor interactions to achieve your goals. This might include requesting a catalog, asking for technical support, signing up for a newsletter, etc. It's crucial to think through all the possible audiences for your site and all the ways in which you might interact with them.
Email is a powerful tool when used appropriately. It can be used for marketing, customer service, public relations, in-company memos, business research, and much more. Email marketing can be done without the costs of design printing and postage associated with traditional direct mail. It's almost free of charge!
Your own database of your customers, prospects, and other contacts is the best place to start. Ask visitors to your website to sign up for your newsletter, product alerts, or other materials. However, it's crucial to respond to your emails promptly as lack of email response is one of the biggest customer service complaints around e-business.
The internet isn't going away. Today's challenge lies in understanding how to use it to maximize your market reach, optimize the efficiency of your operations, and achieve the best overall return on your online business investment.
Copyright, Philippa Gamse, 2000
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