In Level IV, the organization comes to view the Internet as another distribution channel for its business, rather than a transformational technology. Once customers can place orders, the entire support system is exposed. Customers demand more information about where there order is in the production and shipment processes. Existing computer and manual systems are not sufficient to meet this information requirement, and new systems must be designed and built. This takes many months, costs a lot of money, and causes much turmoil within the organization.
Many employees leave, realizing what is happening to their old jobs.
Finally, all significant parts of the organization s order fulfillment process are automated so that customers can track order progress. Although key parts of the existing process had been automated from the organization s perspective, they have to be changed to fit customers perspective. Significant suppliers are also brought into the process so that their contribution can be tracked electronically. The CEO wonders what else customers will demand of the organization. When customers suggest the organization create chat sites to discuss their experiences with the organization, the CEO begins to wonder if control is being surrendered to customers.