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I hate computers.

Now, coming from a person who's been involved with them since 1967, you might think that's a bit over top.

Well...it's not *actually* computers that's problem, of course, it's software - programs that run in them, that I *really* hate.

I also hate ATMs. Now, that's a double whammy for poor, dumb machines!

But, like computers on desk, ATMs are everywhere, and by golly, there're *so* convenient, aren't they? However, now that we have ATMs and computers in an unholy alliance, specifically designed to ruin your day at any nanosecond, I was happy - *well, almost* - when I had to turn to customer service desk at my local bank for help.

Y'see, ATM had just swallowed my cash card and had issued this terse message: "Invalid transaction - card retained", to be immediately followed by another: "Please use another card and try again." Huh? I didn't *have* another card on me right now, did I! And, I knew that there was sufficient money in account...

Naturally I was annoyed but, resisting urge to give it a Coke machine kick, I went instead to customer service desk to sort problem out. Here, I thought, I'd get attention I deserve as a good customer, you know, talk to a *real* person, blah, blah, blah...

Ever been to la-la land? Well, we all get there, once in a while I guess, but...at 9.30 in morning? Bear with me, for a few moments, while I relate nadir of Customer Relationship Management - aka CRM for all internet aficionados - a la local bank style...

ME: "Look...er...my son, Danny Burke, asked me to get some money from machine, and that one" - me pointing accusingly -"just upped and took it. Would you be able to help, please?" I smile helpfully (I tried to look a bit sheepish also - that sometimes helps).

SHE: "You shouldn't have done that!" Slightly frowning, and a bit of a sharp note to her voice.

ME (nonplussed, eyebrows raised): "Huh...what...oh, yes, well, he gave me his PIN...he's in school now" - glancing at my watch - "so, he can't be..."

SHE (cutting in): "You're not supposed to use his PIN - unless of course you're AUTHORIZED." Voice definitely rising now, but not yet shrill. Glares at me, accusingly.

ME (defensively and now, a bit angry): "Hey...I know about PINs and their use...and I don't need a lecture from you!" (glaring back now). I had been part of online systems development team, at one of major Canadian banks, in mid 70s...so, I knew whereof I spoke.

SHE (slightly retreating now): "Well!" A pause. "Well, where is card, you say?" I point to machine again. "Well, I suppose I'll go and get it...one moment...please" (almost an afterthought, by sound of it).

The creation and promotion of a web site is first step in becoming a serious online concern and is now considered a vital part of any companies continued viability. It doesn't matter what you sell; whether it's tooth brushes, recruitment services or Boeing 747's; business world of today requires you to have an interactive web representation - because if you don't, your competitors will.

Some business owners may think to themselves "I only have a small market", or "I don't want to go international" - It doesn't matter any more. Even if you only service a small, localised market, your online competitors are happy to seek your clients out and to take your business by offering better support - A business who markets on Internet is a 24 hour a day business, which suits our modern lives. A business with a strong Internet focus also has less staffing, fixtures and fittings overheads, therefore can be more competitive in pricing of their services.

For many organisations, Internet can also provide a more economical form of advertising. Before rejecting idea of going online in a big way, consider this: how much did you spend on other forms of advertising this year? Perhaps some of that budget on throw away promotions could be diverted into an ongoing advert - a web site. Does your mainstream advertising draw people back to your advertisement? People won't usually read an advertisement more than a couple of times. An interactive web site actually draws them back; building brand loyalty and awareness.

Another aspect that prevents business owners from taking leap and investing in an online presence is coverage. Do our clients use Internet? I can guarantee you that if they don't now, they will soon. Connectivity is increasing in every country in world. Print is dying. Get used to it.. In 1998-1999, credit card purchases in Australia via Internet tripled. As more and more people begin to discover and harness power of Internet, traditional methods of advertising WILL lose their importance. Even though electronic advertising is going through a bit of a tough time, it is a time of rationalisation, and will rebound shortly. Consumers are becoming more net-savvy and advertisers are finally waking up to this, altering their methods from banners that assault senses to ways that inform prospective customer. In years to come, "mainstream" advertising will increasingly direct people to your online version.