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ECOMMERCE: YOUR OPPORTUNITIES ARE UNLIMITED

By: Bob McElwain

Peter Drucker believes ecommerce will be to the Information
Revolution what the railroads were to the Industrial Revolution.*
To oversimplify, the Industrial Revolution was a time in which
tools were produced that replaced people in the manufacture of
goods. In the first thirty years, all was devoted to producing
known products with machines.

While there were drastic social changes with the massive
shift from rural to urban living, there was little change in the
products produced and purchased. They only became more readily
available at ever more modest cost.

Only later did the Industrial Revolution produce something
new - the railroads. For the first time in history, people could
readily move great distances inexpensively. (Hauling freight
came much later.) Railroads brought a thirty year boom in
Europe, and an even longer one in the United States. While many
other parts of the world got started somewhat later, the boom did
not end for them until the outbreak of World War I.

What Will Arise From The Information Revolution?

The parallels between the Industrial and Information
Revolutions are astonishing. Thus far computers, the Web, and
information technology have created nothing dramatically new.
They have merely changed the ways in which information is
gathered, managed and reported. And to some extent, the way in
which consumers purchase goods.

Computers themselves have changed the way in which products
are manufactured, including their design. And a few new spinoffs
have come to the fore. But there has not been anything
revolutionary in any of this. Nothing yet has had the impact of
railroads on the whole of the social fabric.

If Drucker is correct, ecommerce will have an impact
equivalent to that of the railroads earlier. Thus far the Web
has produced less change in the way business is done than ore
cars running on steel rails effected mining. In short, the real
drama and excitement is yet to be revealed.

Given easy access to the Web, you and I have been invited to
join in. For myself, I don`t want to miss a beat.

A Radical Shift Is Upon Us

There appears to be an awesome and exciting shift emerging in
the way business is done. There are those who feel that if it`s
good for business, it`s good. Period. I hold a different view:
If it`s not good for people, it`s not good.

Many with a business orientation are likely to abandon my
thinking here. Those convinced people are sheep born to be
shorn certainly will. But whatever your view, enormous changes
in the way in which business is done are rushing down upon us.
Companies who do not embrace them, will be swept away into
history.

What Will Customer Service Come To Mean?

For example, automated telephone systems and elevator music
will fade away, as will the companies that cling to such
barriers. People will not be content much longer, with clutching
a phone to their ear, trying to accomplish some other task, while
waiting for the answer they need right now.

'The customer comes first' will remain the driving force
behind all successful businesses. Today, such phrases mumbled by
all are generally mere tokenism. Tomorrow they will c....[MORE]

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