7 c's of customer interface

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7 c's of customer interface

  1. 1. Customer Interface Exhibits and Tables Copyright © 2003 by Marketspace LLC
  2. 2. Supporting Slide 5–A: The 7Cs of the Customer Interface Context Content Site’s layout and design Text, pictures, sound, and video that webpages contain Commerce Community Site’s capabilities to enable commercial transactions The ways sites enable user-touser communication Connection Customization Degree site is linked to other sites Site’s ability to self-tailor to different users or to allow users to personalize the site Communication The ways sites enable site-touser communication or two-way communication Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  3. 3. Chapter 5: Customer Interface  What Are the Seven Elements of Customer Interface?  A Closer Look at the Dimensions of the 7Cs  Examine Fit and Reinforcement of the 7Cs  Conclusion  Case Study of the 7Cs With EBay’s Interface Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  4. 4. Supporting Slide 5–B: Dimensions of Context The context of a site can take many different forms; the two key context dimensions are function and aesthetics: Function Function  The layout of the site:  The layout of the site: – Section breakdown – Section breakdown – Linking structure – Linking structure – Navigation tools – Navigation tools Aesthetics Aesthetics The visual characteristics of the The visual characteristics of the site: site: – Colors – Colors – Graphics – Graphics – Photographs – Photographs – Font choices – Font choices Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  5. 5. Exhibit 5–1: Functional Design: CEOExpress Site is designed to make information easy to retrieve. Site aggregates business information. Much of the content is made up of third-party feeds. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  6. 6. Exhibit 5–2: Aesthetic design: Apple.com Use of white space creates sense of calm and draws the eye to the products. Top-level tabs indicate depth of available content. Navigation options are extensive, but not overwhelming. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  7. 7. Exhibit 5–3: Hybrid Design: Territory Ahead Product descriptions reinforce sense of place and identification with exploration. Exotic locales appeal to armchair adventurers. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  8. 8. Exhibit 5–4: Lands’ End and Diesel Diesel stresses “insider” content outside the mainstream. Lands’ End reassures with classic colors and designs. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  9. 9. Exhibit 5–5: Context: Bluefly.com Homepage Search is present, but not obvious. Value proposition is clearly stated. Categories are intuitive and graphically appealing. Use of contrasting, bright colors on white background draws the eye and is an effective call to action. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  10. 10. Exhibit 5–6: Context: Bluefly.com Designer Page Use of shades of blue colorblocks is consistent throughout site. Text reinforces brand image. Certain inventory is highlighted. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  11. 11. Supporting Slide 5–C: Six Ways to Create a Good Customer Interface Mark Hurst, founder and president of Creative Good Inc., offers six ways to create a good customer interface: 1 Make your site QUICK Make your site QUICK 2 Make your site EASY Make your site EASY 3 Get an OUTSIDE OPINION Get an OUTSIDE OPINION 4 Use CLEAR CATEGORIES Use CLEAR CATEGORIES 5 Use CLEAR PRODUCT NAMES Use CLEAR PRODUCT NAMES 6 Offer a good SEARCH Offer a good SEARCH Note: Creative Good’s websites are found at www.creativegood.com and www.goodexperience.com Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  12. 12. Supporting Slide 5–D: Dimensions of Content Content refers to all digital information included on the site. There are four key dimensions to content, each carrying choices about how to convey the site’s content: Dimension Offering Mix Products Choices Appeal Mix Cognitive functional, low price, availability, etc. Information Services Multimedia Mix Text Audio Content Type Current highly time-sensitive Bloomberg, Reuters, etc. Image Emotional humor, warmth, stories, etc. Video Graphics Reference less time-sensitive NYTimes.com, etc. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  13. 13. Exhibit 5–7: Content: REI.com Front page promotions change frequently and have cognitive appeal. Informative and community content provide emotional appeal. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  14. 14. Supporting Slide 5–E: Point-Counterpoint: Do Graphics Enhance or Encumber Website Usability? Point-Counterpoint Graphics Enhance  Familiar  graphics and logos help build branding for new online brands, and help perpetuate offline brands to the online marketplace  Customers like to be able to view  products online  Customers want visual cues that the  product described on a website is one that will meet their needs and preferences before they make the purchase  Graphics enhance the aesthetics of the  website Graphics Encumber  Users  want text and information rather than graphics and visuals  Graphics are risky because depending  on the user’s browser, the image quality may be poor and thus detract from the website  Users want speed; use of website  graphics may result in increased site download time Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  15. 15. Supporting Slide 5–F: Dimensions of Customization Customization of a site can occur in many different ways: Personalization Personalization  Log-in Registration  Log-in Registration – The site recognizes returns users and – The site recognizes returns users and configures itself accordingly configures itself accordingly  Cookies  Cookies – Temporarily files that track and gather data – Temporarily files that track and gather data about user’s behavior about user’s behavior  Personalized E-mail Accounts  Personalized E-mail Accounts – Provided free-of-charge to site users – Provided free-of-charge to site users Tailoring Tailoring  Based on Past User Behavior  Based on Past User Behavior – Many sites adjust themselves – Many sites adjust themselves dynamically based on a user’s behavior dynamically based on a user’s behavior and preferences and preferences  Based on Behavior of Other Users  Based on Behavior of Other Users With Similar Preferences With Similar Preferences – Some sites make recommendations to – Some sites make recommendations to the user based on preferences of other the user based on preferences of other users with similar profiles users with similar profiles  Content and Layout Configuration  Content and Layout Configuration – Selection is based on users interests – Selection is based on users interests  Storage  Storage – Sites provide virtual hard-disk storage – Sites provide virtual hard-disk storage – Agents – Agents – Designed to perform simple tasks e.g. – Designed to perform simple tasks e.g. notify via email when a product is in stock notify via email when a product is in stock Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  16. 16. Supporting Slide 5–G: Dimensions of Communication Communication between a site and its users can occur in many different ways: Broadcast Broadcast  Mass Mailings  Mass Mailings – Broadcast transmissions of large volumes – Broadcast transmissions of large volumes of e-mail targeted at large audiences of e-mail targeted at large audiences  FAQs  FAQs – Answers to frequently asked questions – Answers to frequently asked questions  E-Mail Newsletters  E-Mail Newsletters – Inform site subscribers of site changes, – Inform site subscribers of site changes, special offers, etc. special offers, etc. Content-Update Notifications Content-Update Notifications – E-mail reflecting user interest in a – E-mail reflecting user interest in a particular content area particular content area Interactive Interactive E-Commerce Dialogue E-Commerce Dialogue – Organizations and users trade e-mails – Organizations and users trade e-mails regarding order placement, tracking and regarding order placement, tracking and fulfillment fulfillment Customer Service Customer Service – Organizations can provide customer – Organizations can provide customer service through trading e-mails or live service through trading e-mails or live online dialogue online dialogue User Input User Input – User-generated content such a supplier – User-generated content such a supplier ratings and user feedback to the site ratings and user feedback to the site Broadcast Events Broadcast Events – Events can be broadcast from a website – Events can be broadcast from a website (webcast) that allows limited user control (webcast) that allows limited user control Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  17. 17. Supporting Slide 5–H: Dimensions of Connection Sites connect with other businesses in the following ways: Links Links can take the user completely outside of the home site % of Home Site Content Home Site Background Outsourced Content Links can take the user to a new site, but the home site is still in the background Site content is derived from third parties Pathway of Connection KEY %? What percentage of content originates from the home site and how much is outsourced? ? Does the site lead users to other sites, or does it simply retrieve information from outside sites? Home site Connected Sites Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  18. 18. Supporting Slide 5–I: Drill Down – Online and Offline Integration of the Customer Interface All the elements of the online interface also can be replicated offline: Integration of Online and Offline Interfaces  Context  J.Crew stores use open space and natural light, store colors match store to store and match the colors of the clothing The stylish look-and-feel of the physical store match the look of the jccrew.com site   Content  Barnes and Noble bookstores offer a large selection of books, discounts, access to information by using in-store computer terminals and customer service bn.com offerings are nearly identical, the site provides the same easy access to information and prices but through powerful search software   Community  Border bookstores host events at select stores for author readings and book signings where readers can interact with each other Evite.com, an online event invitation site, hosted a pool bar gathering for its local members providing users an opportunity to physically meet   Customization  Communication  Levis costumers can order jeans made-to-order just for them, airlines can automatically assign customers to their preferences of aisle or window seating  Stores can send catalogs or newsletter, provide personalized alerts to customers Customers can submit surveys generated by the store and ask for live assistance either in person or via phone   Connection  Commerce  Stores in large shopping malls are closely located to a number of other stores, travel agencies provide links to airlines, hotels, cruise-line operators, Coca-Cola partners with McDonald’s to increase sales  Stores provide transaction capabilities such as shopping carts, security, credit-card and personal-check verification, custom gift  Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  19. 19. Supporting Slide 5–J: Dimensions of Commerce There are many tools that sites provide to originate and facilitate commerce: Functional Tools of Commerce Functional Tools of Commerce  Registration  Registration – Allows the site to store information about – Allows the site to store information about users and user preferences users and user preferences  Shopping Cart  Shopping Cart – Users can place items in their personal, – Users can place items in their personal, virtual shopping cart and buy them virtual shopping cart and buy them immediately or on another visit to the site immediately or on another visit to the site  Security  Security – Attempt to guarantee the security of – Attempt to guarantee the security of transactions and related data through transactions and related data through encryption and authentication technologies encryption and authentication technologies Credit-Card Approval Credit-Card Approval – The ability to receive instant credit – The ability to receive instant credit approval for credit card purchases through approval for credit card purchases through electronic links to clearance houses electronic links to clearance houses One-Click Shopping One-Click Shopping – A patented feature that allows users to – A patented feature that allows users to place and order products with a single place and order products with a single click click Orders Through Affiliates Orders Through Affiliates – Sites must be able to track orders that – Sites must be able to track orders that come from and go to affiliates come from and go to affiliates Configuration Technology Configuration Technology – Users can test product compatibility with – Users can test product compatibility with the aid of configurator software the aid of configurator software Order Tracking Order Tracking – The ability to check the delivery status – The ability to check the delivery status Delivery Options Delivery Options – Users have a choice of options to specify – Users have a choice of options to specify their desired speed and cost of delivery their desired speed and cost of delivery Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  20. 20. Chapter 5: Customer Interface  What Are the Seven Elements of Customer Interface?  A Closer Look at the Dimensions of the 7Cs  Examine Fit and Reinforcement of the 7Cs  Conclusion  Case Study of the 7Cs With EBay’s Interface Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  21. 21. Exhibit 5–10: Fit and Reinforcement The success of a business depends on the extent that all of the Cs work together to support the value proposition and business model: Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  22. 22. Chapter 5: Customer Interface  What Are the Seven Elements of Customer Interface?  A Closer Look at the Dimensions of the 7Cs  Examine Fit and Reinforcement of the 7Cs  Conclusion  Case Study of the 7Cs With EBay’s Interface Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  23. 23. Exhibit 5–11: The 7Cs and Design Strategies The following exhibits summarizes each of the 7Cs and their associated design goals The 7Cs Goals for Site Design Context Function: Site should load quickly, have good information architecture, and have an effective search. Aesthetics: Design should reflect brand and customer experience offline; use multimedia sparingly, if at all. Content Provide content to address both cognitive and emotional appeal. Keep the homepage simple, with effective calls to action. Make sure site content is regularly updated. Community Community is not applicable to every Internet venture. If site provides community activities, make sure that participants and their messages reinforce the brand. Customization Site visitors are drawn to customization and personalization. If possible, design an interface that individuals can interact with and modify. Communication Make sure customers have “opted in” to broadcast messaging. Place customer service information prominently throughout the site. Post a privacy policy and be vigilant about enforcing it. Connection Customers may be wary of sites that make it difficult to find appropriate information. Consider supplying links to third-party sites whose content complements your own. Commerce Provide secure checkout that asks only for necessary information, protects customer privacy, reveals shipping costs upfront, allows order tracking, and supplies customer service and order confirmation data. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  24. 24. Customer Interface — Conclusion  Because of the Internet, “face to face” encounters common in the traditional retail environment have been widely replaced by “screen to face” interactions.  A primary means for creating an effective marketing program and customer experience is through the use of several customer-interface levers. These levers are outlined in the 7Cs Framework: context, content, community, customization, communication, connection and commerce.  The extent to which a customer interface is successful depends upon how well all of the 7Cs work together to support the value proposition and business model. Two concepts are particularly helpful in understanding the synergy among the 7Cs: fit and reinforcement. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  25. 25. Chapter 5: Customer Interface  What Are the Seven Elements of Customer Interface?  A Closer Look at the Dimensions of the 7Cs  Examine Fit and Reinforcement of the 7Cs  Conclusion  Case Study of the 7Cs With EBay’s Interface Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  26. 26. Exhibit 5–12: EBay’s Homepage Standard navigation Standard navigation bar follows you bar follows you throughout your eBay throughout your eBay visit. visit. Other eBay sites for Other eBay sites for niche audiences niche audiences receive prominent receive prominent display. display. Top categories from Top categories from the 18,000 on the site the 18,000 on the site promote quick promote quick navigation. navigation. Searching is made Searching is made easy by this easy by this prominently placed prominently placed text-entry box. text-entry box. Special features area Special features area reflects current reflects current holidays or themes. holidays or themes. Features items rise to Features items rise to the top for an added the top for an added listing fee. listing fee. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  27. 27. Exhibit 5–13: EBay Mix of Product and Information EBay-provided EBay-provided viewing choices viewing choices UserUserprovided provided description description UserUserprovided provided photograph photograph EBayEBayprovided provided categories categories Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  28. 28. Exhibit 5–14: EBay Services Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  29. 29. Exhibit 5–15: EBay Customization Through “My eBay” Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  30. 30. Exhibit 5-16: EBay Personalization Through "My EBay" Type of User Activity Buyers View items within a 30-day window that they have either bid on, won, or are currently watching Sellers View items within a 30-day window that they are selling or have already sold All Conduct favorite searches and view favorite categories All View account status All View all user feedback ever received All General site preferences can be set Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  31. 31. Exhibit 5–17: Feedback Forum—An Individual’s Card Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  32. 32. Exhibit 5–18: Linked Sites These are all off-site links. Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  33. 33. Exhibit 5–19: EBay’s Reinforcement Web Connection Connection     Context Context         Functional layout Functional layout Effective design Effective design Ease-of-use aesthetic Ease-of-use aesthetic Mostly text-based Mostly text-based Content Content           Ultimate destination Ultimate destination No links to other content No links to other content sites sites Primary: product/info Primary: product/info Secondary: services Secondary: services Functional appeal Functional appeal Narrowband Narrowband Up-to-date Up-to-date       One-Stop Shop Trading Information Auction Format     Auction format Auction format Fixed-price format Fixed-price format Facilitator role Facilitator role No inventories No inventories Communication Communication       Trade Only Support Services Customization Customization   Commerce Commerce   User-customizable User-customizable Priority items only Priority items only (bidding // selling) (bidding selling) Prompt information driven Prompt information driven Highly interactive site Highly interactive site Mostly two-way Mostly two-way Limited mass Limited mass communication communication Community Community       Active user base Active user base Shared transaction Shared transaction experience experience EBay interfaces EBay interfaces transactions transactions Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  34. 34. Exhibit 5–20: EBay’s Reinforcement Web—Support Services Connection • Ultimate destination • No links to other content sites Context • • • • Functional layout Effective design Ease-of-use aesthetic Mostly text-based Content • • • • • Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date • • • • One-Stop Shop Trading Information Auction Format     Auction format Fixed-price format Facilitator role No inventories Communication Communication       Trade Only Support Services Customization Customization   Commerce User-customizable User-customizable Priority items only Priority items only (bidding // selling) (bidding selling) Prompt information driven Prompt information driven Highly interactive site Highly interactive site Mostly two-way Mostly two-way Limited mass Limited mass communication communication Community Community       Active user base Active user base Shared transaction Shared transaction experience experience EBay interfaces EBay interfaces transactions transactions Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  35. 35. Exhibit 5–21: EBay’s Reinforcement Web — Trading Information Connection • Ultimate destination • No links to other content sites Context Context         Functional layout Functional layout Effective design Effective design Ease-of-use aesthetic Ease-of-use aesthetic Mostly text-based Mostly text-based Content Content           Primary: product/info Primary: product/info Secondary: services Secondary: services Functional appeal Functional appeal Narrowband Narrowband Up-to-date Up-to-date Commerce • • • • One-Stop Shop Trading Information Trade Only Customization • User-customizable • Priority items only (bidding / selling) • Prompt information driven Auction Format Support Services Auction format Fixed-price format Facilitator role No inventories Communication • Highly interactive site • Mostly two-way • Limited mass communication Community • Active user base • Shared transaction experience • EBay interfaces transactions Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  36. 36. Exhibit 5–22: EBay’s Reinforcement Web — Trade Only Connection • Ultimate destination • No links to other content sites Context Context         Functional layout Functional layout Effective design Effective design Ease-of-use aesthetic Ease-of-use aesthetic Mostly text-based Mostly text-based Content Content           Primary: product/info Primary: product/info Secondary: services Secondary: services Functional appeal Functional appeal Narrowband Narrowband Up-to-date Up-to-date     • • • • One-Stop Shop Trading Information Trade Only Customization Customization   Commerce User-customizable User-customizable Priority items only Priority items only (bidding // selling) (bidding selling) Prompt information driven Prompt information driven Auction Format Support Services Auction format Fixed-price format Facilitator role No inventories Communication • Highly interactive site • Mostly two-way • Limited mass communication Community • Active user base • Shared transaction experience • EBay interfaces transactions Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  37. 37. Exhibit 5–23: EBay’s Reinforcement Web — Auction Format Connection • Ultimate destination • No links to other content sites Context • • • • Functional layout Effective design Ease-of-use aesthetic Mostly text-based Content • • • • • Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date Commerce Commerce         One-Stop Shop Trading Information Auction Format Auction format Auction format Fixed-price format Fixed-price format Facilitator role Facilitator role No inventories No inventories Communication Communication       Trade Only Customization • User-customizable • Priority items only (bidding / selling) • Prompt information driven Support Services Highly interactive site Highly interactive site Mostly two-way Mostly two-way Limited mass Limited mass communication communication Community • Active user base • Shared transaction experience • EBay interfaces transactions Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC
  38. 38. Exhibit 5–24: EBay’s Reinforcement Web — One-Stop Shop Connection Connection     Context Context         Functional layout Functional layout Effective design Effective design Ease-of-use aesthetic Ease-of-use aesthetic Mostly text-based Mostly text-based Content Content           Ultimate destination Ultimate destination No links to other content No links to other content sites sites Primary: product/info Primary: product/info Secondary: services Secondary: services Functional appeal Functional appeal Narrowband Narrowband Up-to-date Up-to-date Commerce Commerce         One-Stop Shop Trading Information Auction Format Auction format Auction format Fixed-price format Fixed-price format Facilitator role Facilitator role No inventories No inventories Communication Communication       Trade Only Customization • User-customizable • Priority items only (bidding / selling) • Prompt information driven Support Services Highly interactive site Highly interactive site Mostly two-way Mostly two-way Limited mass Limited mass communication communication Community • Active user base • Shared transaction experience • EBay interfaces transactions Last Updated: 04/10/03 Copyright © 2003 by Marketspace LLC

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