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Customer Interface. Agenda  What are the seven design elements of the customer interface?  What determines the look-and-feel of the site?  What are.

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Presentation on theme: "Customer Interface. Agenda  What are the seven design elements of the customer interface?  What determines the look-and-feel of the site?  What are."— Presentation transcript:

1 Customer Interface

2 Agenda  What are the seven design elements of the customer interface?  What determines the look-and-feel of the site?  What are the dimensions of content?  Why be concerned with community?  What are the levers used to customize a site?  What types of communication can a firm maintain with its customer base?  How does a firm connect with other businesses?  What are the main features of commerce that support the various aspects of trading transactions?

3 Seven Design Elements of Customer Interface ContextSite’s layout and design ContentText, pictures, sound and video that webpages contain CommunityThe ways sites enable user-to-user communication CustomizationSite’s ability to self-tailor to different users or to allow users to personalize the site CommunicationThe ways sites enable site-to-user communication or two-way communication ConnectionDegree site is linked to other sites CommerceSite’s capabilities to enable commercial transactions

4 What Determines the Look-and-Feel of Design?  Context: look-and-feel of a screen-to-face customer interface.  Dimensions of Context: Function and Aesthetics  Function  Factors Critical in Site Layout:  Section Breakdown, Linking Structure & Navigation Tools  Performance of Site:  Speed, Reliability, Platform Independence, Media Accessibility and Usability  Aesthetics  Color Scheme & Visual Themes

5 What are the Dimensions of Content?  Content refers to any digital information included on a website, e.g. audio, video, images and text.  Dimensions of Content:  Offering Mix  Appeal Mix  Multimedia Mix  Content Type

6 Why Community?  Sense of community can encourage customers to return to a website primarily because:  Community can create attractive content  Community can make certain activities possible or easier, thus satisfying needs not attainable individually.

7 What are the Levers Used to Customize a Site?  Customization: To better address individual needs, a site can be altered by the user or by the organization.  Dimensions of Customization: Personalization and Tailoring  Personalization: Login registration, cookies, personalized account, content and layout configurations, storage and agents.  Tailoring: based on past behavior or behavior of other users with similar preferences.

8 What Types of Communication can a Firm Maintain with its Customer Base  Communication refers to the dialogue that is initiated by the firm.  Dimensions of Communication: 1. Broadcast  Mass mailings, FAQs, newsletters, content update notifications, broadcast events 2. Interactive  E-commerce dialogue, customer service, user input 3. Hybrid  Combination of broadcast and interactive

9 How does a Firm Connect With Other Businesses?  Connection is the degree to which a given site is able to “link” to other sites through a hypertext jump, or hyperlink, from one webpage to another.  Dimensions of Connection:  Links to Sites  Homesite Background  Outsourced Content  Percentage of Homesite Content  Pathway of Connection

10 What are the Dimensions of Commerce?  Commerce capabilities are those features of the customer interface that support the various aspects of trading transactions.  Dimensions of Commerce:  Registration  Shopping Cart  Security  Credit Card Approval;  One-click Shopping  Orders Through Affiliates  Configuration Technology  Order Tracking  Delivery Options


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