When I first got into the Internet industry 13 years ago, most business owners were highly focused on getting a website for their company. Many of them, however, had no real direction or plan. For some fortunate businesses like booksellers and mail order companies, the Internet provided an immediate boon; for others it seemed like something they had to do even though it lacked substance, or more importantly, pay back. Over the years, life on the Internet became more confusing as businesses spent billions trying to figure out the whys and hows of the web. Like any gold rush, stories of overnight success and the next greatest technology constantly blurred the lines of reason for many business people. Confused by technology and fearful of being the only ones without websites, many businesses made the initial journey online. Unfortunately, the need to update existing websites has left many with a feeling of uncertainty, and they have let their sites grow stale. When economic times are good, it’s easier to take a chance and do something new or to let something that might not be working slide. When times get tough everything goes under the microscope.

Often the responsibility of maintaining and monitoring the company website is left to the sales and marketing department. For this reason the site is often judged by the same metrics used to measure print, radio, or TV advertising, such as how many times it was seen or how high it ranks. During good economic times, these simple metrics might seem like a sensible way to validate the website, but in tough economic times it would be folly to use these same techniques. While the company website is a critical sales and marketing tool, this is only the tip of the iceberg when it comes to how this technology can improve operations.

The perfect time for companies to take an in-depth look at how they can use Internet technology to save money and increase customer service is when the economy calls for growth taking a back seat to cost-cutting and customer retention. Huge benefits can be gained by using web technology to improve internal business processes or to provide clients with easier ways to do more business with the company. There is gold to be unearthed by evaluating critical business processes and finding the ones that can be put on the web to increase the company’s level of service, allow the customer more control over the purchasing decision, and increase staff efficiency.

When it comes to identifying the types of business processes that can be put online, owners and managers need to look at every aspect of their operation from administration and customer service to manufacturing and sales. Can you save time and money by implementing online ordering for outside sales staff? Would it make sense to allow clients to submit and track their orders online? Would it help to have online time tracking for projects? Can you improve customer service and reduce costs by automating orders, forms, or paperwork online so clients can serve themselves? These are the types of questions business managers can ask themselves to find out where a prudent investment in technology will pay off with long term savings and customer retention.

Technology can help any business save time and improve efficiency, but it can also can become a black hole of wasted time and money unless there is a solid business and development plan behind it. Many managers and owners get overwhelmed at the merest mention of computers and technology, but it is critical they stay focused on economics and business realities when making important technological decisions. If the project makes good tangible business sense, than it is worth doing, and the right technology will be easy to identify. For larger projects, technology consultants can assist in evaluating different technological needs can help select the best choice for project development.

As markets continue to change, it is important business owners change as well. What was once a simple website, should be leveraged to help businesses adapt to challenging economic times. When times improve, companies will be efficient and better positioned to prosper. CPT