Surprise! The Internet is not about websites, html, servers or modems. No, it is not even about those dot coms. You remember them? There were many companies that told us that the New Economy changed all the rules of the Old Economy and profit didn't matter any more. There is a direct correlation between the number of people that believed that in those dot coms and the number of pink slips flowing.

So, what is the Internet about? It is the same thing that technology is about---communication and relationships with customers. The Internet is not about www.amazon.com, www.ebay.com or even www.websitesthatsuck.com (a real website). It is about how human beings can communicate more effectively, engage in commerce, communication and collaboration and be more connected. It is interesting that those dot coms that do get it, (like those listed above) are the very dot coms that are still in business. Most notably today, the Old Economy companies that were badgered only a year ago are now capitalizing on the Web and using it as a valuable tool to extend their presence to customers.

We lose sight of what the Internet all about. It is about companies being about to communicate with buyers and potential buyers or a regular, mutually beneficial basis and providing substantial value and benefits.

One company that gets it is VIPdesk (www.vipdesk.com). They are a company devoted to providing a concierge service to their customers' customers.

I recently spoke with Mary Naylor, CEO of VIPdesk. This company provides a virtual personal assistant in what Naylor described as the "B to B to C" environment. They sell their service to companies like MasterCard, AOL, Diners Club and others who then offer the benefit of concierge service to their more elite (and more profitable) customers.

If a customer of MasterCard needs to find a good restaurant in a city they are visiting, VIPDesk will help the customer locate one that fits their criteria. Another application would be to locate a given product, a dry cleaners nearby, have a package shipped, etc. Think of the services you receive at a very nice, upscale hotel and you'll get the idea of what is available. VIPdesk can do almost anything from finding a particular gift for a client or friend to making dinner reservations at a select Paris restaurant.

What Mary Naylor has done with VIPdesk is a good example of using the technology to better serve customers. This is what the Internet is about. As Naylor says, "We leverage technology and have a compelling benefit. Because of technology we can afford to do this." The company has an integrated and powerful database in order to offer a selection of restaurants, businesses and others services. They also continually update this database so a customer has a better chance of finding the right selection.

Most of their staff is home based. This provides quality jobs for those who choose to stay home and work 20-40 hours a week in an environment that doesn't require travel, office politics and all that goes with a more traditional job. Naylor said that most earn between $20K - $40K per year at this type of work.

"You have to look at the web as an additional distribution channel. Access to live people is critical," Naylor said. Too many dot coms think that the solution is only technological. Some have relegated technical support to only e-mail or a website listing of FAQ (frequently asked questions). The smugness of those who held this thought is only exceeded by the joy knowing they are no longer in business.

Success requires a multitude of ways to reach customers. The Internet is nothing more than another channel by which you can connect. Yes, it brings in the best of text, interaction, pictures, video, audio and more. However, we still want that human connection. A quick way to do it is through a service like VIPdesk.com which combines the best of technology with the human touch.

Think about what a service like VIPdesk is doing and how your company can leverage your talents and package them onto the Web for better customer service. You have a great deal of information and knowledge in your company. Think about how that can be packaged so that others can tap into it in an environment where they can access your services or products when they want.

Everyone wins in this situation. A company like MasterCard wins as they have a new service to provide to their Platinum members. The Platinum members of MasterCard benefit in that they receive the service at no charge (VIPdesk bills MasterCard for the service).

And, of course, VIPdesk wins as they have a great idea that is profitable.

The Internet is not about dot coms. It is about service, communication and helping create a need-solving environment for customers. Think outside the box about how your company can leverage the power of the Internet to serve customers more efficiently and more effectively. Your bottom line will enjoy that!

Terry Brock is an internationally recognized professional speaker, consultant and author in the fields of business productivity, technology and marketing. He is a syndicated columnist for Biz Journals across America and can be reached at 407-363-0505 or by e-mail at terry@terrybrock.com.