Does Your E-Business Support Your Business Goals?

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?