Hopefully, the day will come when e-business is regarded as
a necessary of "simply doing business." Until that time, though, let’s examine
some common business goals and see how your e-business can support them.
Goal: Improve customer
service.
If you want to improve customer
service, start online. Use a dedicated help desk solution, like
Kayako, that allows customers to submit trouble tickets at their
convenience. This allows you to stop boxing your valued customers into your
hours of operation. But be sure to treat your online customer service
communications as seriously as if a customer had called.
You can also test some Web 2.0
applications, like
Meebo or
LivePerson, as a way to offer real-time customer service on your website.
This may decrease shopping cart and lead generation abandonment rates because
customers have access to additional information in real time.
Does your online ordering system
link to your inventory system so customers can’t purchase products that aren’t
in stock? This can help you avoid unnecessary hassles. And don’t forget to beef
up your most common communications venue--e-mail--by answering messages in a
timely manner and with a professional tone.
Goal: Increase lead
generation.
When potential clients visit your side, do you offer them options aside from
purchasing your goods or services? Focus on generating leads so you can follow
up to get business at a later date. If you have a service business, create a
lead-generation tool that qualifies the visitor as a quality prospect; if you
sell products, have samples or coupons available in exchange for an e-mail or
physical mailing address.
Content is another great way to
keep customers interested and coming back. Offering rehashed, "I can get that
anywhere" content is a sure way to turn off potential clients. Increase your
thought leadership platform by presenting alternate perspectives and new ways of
contemplating existing material. Don’t be afraid to share your methodologies and
secrets.
Goal: Increase online
revenue.
How are you helping dissipate some of the anxiety and risk
first-time clients might be feeling? Put a toll-free number and testimonials on
your order pages and stress site and information security. If you have special
certification from
Verisign, the
Better Business Bureau or some other widely recognized, impartial third
party, be sure to display corresponding icons front and center.
Another question to ask yourself is: Do you offer a fair
and flexible return policy? Companies like L.L. Bean and J. Crew are well known
for their return policies. Don’t make it hard to do business with your company.
And when was the last time you
went through your online store and bought something? How long does an average
purchase take? Amazon.com has one-click ordering. How many clicks does it take
to order an item on your site? Have your technology team take the time to
identify where people usually abandon their shopping carts and fix the problem.
Goal: Increase thought
leadership.
Invest in another vehicle in addition to your website, like a blog, a
dedicated RSS feed or a podcast, to help spread the word about your products or
services. Your business certainly doesn’t have to be on the bleeding edge of
social media; however, relevant and progressive companies reap rewards that more
complacent ones don’t.
In the rush to embrace new technologies, don’t forget about
your regular e-newsletter. Sending an e-newsletter may seem a bit low-tech, but
consistent, direct communication shouldn't be overlooked.
Other strategies that showcase your thought leadership and
get your company’s voice heard include offering digital downloads in the form of
branded audio, video or white papers.
Goal: Boost competitive
intelligence.
If you aren't using
Google Alerts to keep track of the competition, you're missing out on a very
affordable (free), easy-to-leverage tool. It’s just as helpful to monitor
potential client activities as it is to keep an eye on your own market.
You should also pay some attention to the "hidden web."
Believe it or not, Web 2.0 applications like
Twitter,
Technorati and
Digg can be mined using keywords for competitive intelligence.
If you have a growth-oriented
company you should make the line between your brick-and-mortar business and
e-business as unobtrusive as possible--and with easy-to-implement technology
tools to aid the process, why not do so?