Examining the far-reaching impact of eCommerce from a benefits perspective – Part One
Less well known tangible eCommerce benefits

Customer self-service

By providing extensive information on a Web site detailing frequently asked questions (FAQs) and other areas of concern, SMEs can cut down on the amount of time they spend answering telephone enquiries which will clearly cut costs. Some businesses for instance, primarily use their site as an educational tool for customers, allowing them to gain a better understanding about products and services so they can make more informed purchase decisions.

In reality, many Welsh SMEs do not offer customer self-service in the way that larger companies such as Easyjet do. However, by providing appropriate content to meet customer needs through a Web site this can result in a reduction of enquiries from time wasters. Woodworks (an SME who specialises in making reproduction Shaker furniture) for instance, have noted that since updating their site to give more information about pricing and product details, they have received better quality enquiries.  By adopting the culture of customer self-service SMEs can therefore benefit.  

Collaborative working

Blah d Blah, a graphic design, Web design, multimedia, and colour printing company from Bangor, Gwynedd, have worked in collaboration with a company in Los Angeles THA in order to fulfil tight deadlines for one of its regular clients. THA will take a design brief from their client during the working day in America and then eMail this over to Blah d Blah in Bangor. They work on it while America is asleep and forward it back via eMail to THA who then pass on the completed work to the client at the beginning of the next working day in Los Angeles. This has the benefit of fulfilling and exceeding the expectations of the customer.

The above example is a good illustration of how eCommerce can provide new business opportunities such as this, yet using simple technology. Within the tourism industry this joined up working for mutual benefit is also common – tourism accommodation and activity providers often work together by marketing their partner’s services through each others sites.  

Better match of production level to demand

eCommerce can also present opportunities to ensure a better match of production level to demand. A music publishing company for instance may decide to provide downloadable sheet music via their Web site - this could mean less money is tied up in stocks in comparison to the traditional approach of publishing music in the paper format.