7 c's of customer interface

Customer Interface
Exhibits and Tables

Copyright © 2003 by Marketspace LLC

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

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


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


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.


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.


Exhibit 5–3: Hybrid Design: Territory Ahead
Product descriptions
reinforce sense of place
and identification with
exploration.

Exotic locales appeal
to armchair
adventurers.

Exhibit 5–4: Lands’ End and Diesel
Diesel stresses “insider”
content outside the
mainstream.

Lands’ End reassures with
classic colors and designs.

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.

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.


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


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.

Exhibit 5–7: Content: REI.com
Front page promotions
change frequently and
have cognitive appeal.

Informative and community content
provide emotional appeal.

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


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


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

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


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



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


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:


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.

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.


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.

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


Exhibit 5–14: EBay Services


Exhibit 5–15: EBay Customization Through “My eBay”


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


Exhibit 5–17: Feedback Forum—An Individual’s Card


Exhibit 5–18: Linked Sites

These are all
off-site links.


Exhibit 5–19: EBay’s Reinforcement Web

Connection
Connection





Context
Context









Functional layout
Functional layout
Effective design
Effective design
Ease-of-use aesthetic
Mostly text-based
Mostly text-based

Content
Content











Ultimate destination
No links to other content
sites
sites

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

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


Exhibit 5–20: EBay’s Reinforcement Web—Support Services

Connection
• Ultimate destination
• No links to other
content sites

Context
•
•
•
•

Functional layout
Effective design
Mostly text-based

Content
•
•
•
•
•

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)

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


Exhibit 5–21: EBay’s Reinforcement Web — Trading Information

Connection
content sites

Context
Context









Functional layout
Functional layout
Effective design
Effective design
Mostly text-based
Mostly text-based

Content
Content











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


Exhibit 5–22: EBay’s Reinforcement Web — Trade Only

Connection
content sites

Context
Context









Functional layout
Functional layout
Effective design
Effective design
Mostly text-based
Mostly text-based

Content
Content











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)

Auction
Format

Support
Services

Auction format
Fixed-price format
Facilitator role
No inventories

Communication
• Highly interactive site
• Mostly two-way
• Limited mass
communication

Community
experience
• EBay interfaces
transactions


Exhibit 5–23: EBay’s Reinforcement Web — Auction Format

Connection
content sites

Context
•
•
•
•

Functional layout
Effective design
Mostly text-based

Content
•
•
•
•
•

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
(bidding / selling)
driven

Support
Services

Mostly two-way
Mostly two-way
Limited mass
Limited mass
communication
communication

Community
experience
• EBay interfaces
transactions


Exhibit 5–24: EBay’s Reinforcement Web — One-Stop Shop

Connection
Connection





Context
Context









Functional layout
Functional layout
Effective design
Effective design
Mostly text-based
Mostly text-based

Content
Content











sites
sites

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
(bidding / selling)
driven

Support
Services

Mostly two-way
Mostly two-way
Limited mass
Limited mass
communication
communication

Community
experience
• EBay interfaces
transactions


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