The six key information collecting functions that a Web site can offer your business are:

1) Leads:

Properly marketing a business Web site on the Internet can generate an amazing number of qualified leads. If handled properly, the promotion can gather excellent demographic data from these leads, allowing a business to follow-up intelligently.

2) Sales:

Selling can be made easy through the use of technical advancements such as e-commerce elements that are added to a Web site. Offering instant and secure credit card processing for products that can be shipped equals instant fulfillment.

3) Referrals:

Word-of-mouth is a great way to build trust with your site visitors. If they have been referred by someone they trust, then your company's integrity is already proven. Getting referrals can be achieved through "e-mail a friend" options offered in a registration form. Another method is to provide monetary or other benefits in return for e-mail addresses.

4) Questions:

Your site visitor's questions can be answered through the popular FAQ pages or lists which are quite convenient. The Internet also allows users to remain anonymous, and many Clients prefer this when asking questions about your product or services.

Live chat requires one or more customer service representatives to be available but this service builds credibility because your Client has immediate access to a "real" person.

5) Suggestions:

Improving your services and products as well as your Web site can be difficult if you don't understand what needs to be improved upon. A feedback form or suggestions area is an excellent way to find out how best to serve your Customers from your Customers.

They know what they want and they will often tell you if it is convenient to do so.

6) Complaints:

How often do Customers really complain to the company that they are dissatisfied with? Often they will turn to family and friends to complain and you, as a business owner, will never know that they were dissatisfied. The Internet can collect complaints that are provided through an anonymous and easy to use format. Complaints are valuable if they are recognized and acted on.

The Web can only become an information collector for your company if you use the proper Web site tools and technology. It can be a waste of time to implement such features on your Web site if you do not have the resources to respond, or use the information to improve your products and services.

However, tapping into this information resource can create customer loyalty and increased sales beyond what you may have achieved traditionally. The Internet, as an information collector, is truly a tool for business success.

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Cheryl R Cowtan may be contacted at http://www.acumentor.ca cheryl@acumentor.ca. Click here to view more of their articles.
Cheryl R Cowtan is the President and Internet Business Director at Acumentor, an eBusiness consulting company. Her career in the Internet industry began in the mid '90's as a Web site designer and has progressed and matured with the advancements in Internet business. Cheryl also publishes a monthly Internet Business newsletter which can be subscribed to by sending an email to Internet-Business-Commentary-subscribe@yahoogroups.com