Create an integrated business process

Using Internet technologies is not about investing in computers, email and Web Sites and then ignoring them. These technologies are there to be incorporated into your business processes, to help your business grow and prosper.

As part of your normal business you will already have in place a number of Business Processes. These may be written in a manual or other document, or may be just a set of well-known practices. These will typically cover all areas of your business from handling customer orders to accounts and bookkeeping.

When you extend your business model into the Internet and eCommerce arena then some of these processes will need to be updated and new ones will need to be put in place.

A good example of this occurred to one of my clients who on publishing an informational web site suddenly started receiving many emails from clients wanting to change orders or with problems. This company had not foreseen this and were totally unprepared for the influx of emails.

Although there are many areas where your processes need to be modified or implemented I have selected five to expand on in this article:

1. Be aware of online issues
The internet provides an excellent medium for communications, but also has it's own rules. You should not send unsolicited emails to potential clients. If you send out newsletters you must enable clients to unsubscribe from them. If you keep any client details then you must comply with the Data Protection Act.

2. Be responsive
The Internet is an interactive medium. If you send an email it will be delivered within seconds. More and more users are connected to their mail servers continually throughout the working day so will receive them within minutes. People using the Internet expect prompt responses, even if it is just an acknowledgement of receipt.

3. Change management
Many companies implement new technologies into the workplace and are driven by these technologies. This should not happen; introduction of any new process, equipment or technology should be carefully planned and managed and must, ultimately, be beneficial to your business. Your company's business plan should drive changes and not be driven by changes.

4. Order processing
If you are implementing an eCommerce site then you must ensure that you have in place the logistics, supply chain, support and administrative processes to back up the web site. Remember your market is no longer limited to your immediate area but you can now trade worldwide. Do you have the capability to export your products globally?

5. Customer Relationship Management
The Internet provides the opportunity to implement new Customer Relationship Management models. Apart from the ability to create a database of subscribers and customers and send relevant information to them, you can also provide clients with detailed information about current and previous transactions. You can also setup information management systems to allow clients to manage their own data on your web site.

Summary: If you create a business plan to manage the implementation and integration of technology into your company's business processes you can embrace the benefits rather than having to fight the changes introduced.