E Commerce 5th Chapter E Commerce E Commerce E Commerce
Internet Marketing, 2nd Ed
Mohammed, Fisher, Jaworski, Paddison
Chapter 5 Lecture Slides
Customer Interface
Exhibits and Tables
Copyright © 2003 by Marketspace LLC
Customer Interface — Today’s Objectives
Objectives will be to:
Understand the seven elements of customer interface — the “7Cs”
Take a closer look at the dimensions of the 7Cs
Examine fit and reinforcement of the 7Cs
Apply the 7Cs to a real-world example — eBay
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
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
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
Example
Firm-User (E-mail)
User-Firm (C-Services)
Communication
The ways sites enable site-touser communication or two-way
communication
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
Supporting Slide 5–B: Dimensions
(Attributes)
of Context (Look and Feel)
The context of a site can take many different forms; the two key context dimensions are
function and aesthetics:
Function
The layout of the site:
– Section breakdown
Organize into
subcomponents
– Linking structure
Alternate section Linked
Aesthetics
The
visual characteristics of the
site:
– Colors
– Graphics
– Photographs
– Font choices
– Navigation tools
Movement of each user
throughout the site
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
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
Exhibit 5–3: Hybrid Design: Territory Ahead
Product descriptions
reinforce sense of place
and identification with
exploration.
Exotic (Strange)
locales appeal to
armchair (Chair)
adventurers.
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
2
Make your site EASY
3
Get an OUTSIDE OPINION
4
Use CLEAR CATEGORIES
5
Use CLEAR PRODUCT NAMES
6
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
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:
Appeal Mix
Dimension
Offering Mix
Products
Choices
Promotional &
Communication
message
Cognitive
Functional
aspects,
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
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
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 (carry on ) 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
Supporting Slide 5–F: Dimensions of Customization
Customization of a site can occur in many different ways:
Personalization
Log-in Registration
Tailoring
– The site recognizes returns users and
configures itself accordingly
Personalized E-mail Accounts
– Provided free-of-charge to site users
– Many sites adjust themselves
dynamically based on a user’s behavior
and preferences
Cookies
– Temporarily files that track and gather
data about user’s behavior
Based on Past User Behavior
Based on Behavior of Other Users
With Similar Preferences
– Some sites make recommendations to
the user based on preferences of other
users with similar profiles
Content and Layout Configuration
– Selection is based on users interests
Storage
– Sites provide virtual hard-disk storage
Agents
– Designed to perform simple tasks
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
Exhibit 5–9: Customization & Personalization: Lands’ End
Customers can receive clothing
recommendations based on
their stated preferences.
Customers are able to virtually “try
on” outfits by creating a model with
a body shape that matches their
own.
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
Supporting Slide 5–G: Dimensions of Communication
Communication between a site and its users can occur in many different ways:
Broadcast
Mass Mailings
E-Commerce
– Broadcast transmissions of large volumes
of e-mail targeted at large audiences
Dialogue
– Organizations and users trade e-mails
regarding order placement, tracking and
fulfillment
FAQs
– Answers to frequently asked questions
Interactive
E-Mail Newsletters
– Inform site subscribers of site changes,
special offers, etc.
Content-Update
Notifications
– E-mail reflecting user interest in a
particular content area
Broadcast
Customer
Service
– Organizations can provide customer
service through trading e-mails or live
online dialogue
User
Input
– User-generated content such a supplier
ratings and user feedback to the site
Events
– Events can be broadcast from a website
(webcast) that allows limited user control
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
Site content is
derived from
third parties
Links can take the user to a new
site, but the home site is still in the
background
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
Supporting Slide 5–J: Dimensions of Commerce
There are many tools that sites provide to originate and facilitate commerce:
Functional Tools of Commerce
Registration
– Allows the site to store information about
users and user preferences
Shopping Cart
– Users can place items in their personal,
virtual shopping cart and buy them
immediately or on another visit to the site
One-Click
Shopping
– A patented feature that allows users to
place and order products with a single click
Orders
Through Affiliates
– Sites must be able to track orders that
come from and go to affiliates
Configuration
Security
– Attempt to guarantee the security of
transactions and related data through
encryption and authentication technologies
Credit-Card
Approval
– The ability to receive instant credit
approval for credit card purchases through
electronic links to clearance houses
Technology
– Users can test product compatibility with
the aid of configurator software
Order
Tracking
– The ability to check the delivery status
Delivery
Options
– Users have a choice of options to specify
their desired speed and cost of delivery
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
Mohammed, Fisher, Jaworski, Paddison
Chapter 5 Lecture Slides
Customer Interface
Exhibits and Tables
Copyright © 2003 by Marketspace LLC
Customer Interface — Today’s Objectives
Objectives will be to:
Understand the seven elements of customer interface — the “7Cs”
Take a closer look at the dimensions of the 7Cs
Examine fit and reinforcement of the 7Cs
Apply the 7Cs to a real-world example — eBay
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
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
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
Example
Firm-User (E-mail)
User-Firm (C-Services)
Communication
The ways sites enable site-touser communication or two-way
communication
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
Supporting Slide 5–B: Dimensions
(Attributes)
of Context (Look and Feel)
The context of a site can take many different forms; the two key context dimensions are
function and aesthetics:
Function
The layout of the site:
– Section breakdown
Organize into
subcomponents
– Linking structure
Alternate section Linked
Aesthetics
The
visual characteristics of the
site:
– Colors
– Graphics
– Photographs
– Font choices
– Navigation tools
Movement of each user
throughout the site
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
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
Exhibit 5–3: Hybrid Design: Territory Ahead
Product descriptions
reinforce sense of place
and identification with
exploration.
Exotic (Strange)
locales appeal to
armchair (Chair)
adventurers.
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
2
Make your site EASY
3
Get an OUTSIDE OPINION
4
Use CLEAR CATEGORIES
5
Use CLEAR PRODUCT NAMES
6
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
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:
Appeal Mix
Dimension
Offering Mix
Products
Choices
Promotional &
Communication
message
Cognitive
Functional
aspects,
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
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
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 (carry on ) 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
Supporting Slide 5–F: Dimensions of Customization
Customization of a site can occur in many different ways:
Personalization
Log-in Registration
Tailoring
– The site recognizes returns users and
configures itself accordingly
Personalized E-mail Accounts
– Provided free-of-charge to site users
– Many sites adjust themselves
dynamically based on a user’s behavior
and preferences
Cookies
– Temporarily files that track and gather
data about user’s behavior
Based on Past User Behavior
Based on Behavior of Other Users
With Similar Preferences
– Some sites make recommendations to
the user based on preferences of other
users with similar profiles
Content and Layout Configuration
– Selection is based on users interests
Storage
– Sites provide virtual hard-disk storage
Agents
– Designed to perform simple tasks
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
Exhibit 5–9: Customization & Personalization: Lands’ End
Customers can receive clothing
recommendations based on
their stated preferences.
Customers are able to virtually “try
on” outfits by creating a model with
a body shape that matches their
own.
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
Supporting Slide 5–G: Dimensions of Communication
Communication between a site and its users can occur in many different ways:
Broadcast
Mass Mailings
E-Commerce
– Broadcast transmissions of large volumes
of e-mail targeted at large audiences
Dialogue
– Organizations and users trade e-mails
regarding order placement, tracking and
fulfillment
FAQs
– Answers to frequently asked questions
Interactive
E-Mail Newsletters
– Inform site subscribers of site changes,
special offers, etc.
Content-Update
Notifications
– E-mail reflecting user interest in a
particular content area
Broadcast
Customer
Service
– Organizations can provide customer
service through trading e-mails or live
online dialogue
User
Input
– User-generated content such a supplier
ratings and user feedback to the site
Events
– Events can be broadcast from a website
(webcast) that allows limited user control
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC
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
Site content is
derived from
third parties
Links can take the user to a new
site, but the home site is still in the
background
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
Supporting Slide 5–J: Dimensions of Commerce
There are many tools that sites provide to originate and facilitate commerce:
Functional Tools of Commerce
Registration
– Allows the site to store information about
users and user preferences
Shopping Cart
– Users can place items in their personal,
virtual shopping cart and buy them
immediately or on another visit to the site
One-Click
Shopping
– A patented feature that allows users to
place and order products with a single click
Orders
Through Affiliates
– Sites must be able to track orders that
come from and go to affiliates
Configuration
Security
– Attempt to guarantee the security of
transactions and related data through
encryption and authentication technologies
Credit-Card
Approval
– The ability to receive instant credit
approval for credit card purchases through
electronic links to clearance houses
Technology
– Users can test product compatibility with
the aid of configurator software
Order
Tracking
– The ability to check the delivery status
Delivery
Options
– Users have a choice of options to specify
their desired speed and cost of delivery
Last Updated: 04/10/03
Copyright 2003 by Marketspace LLC