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Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Customer Interface — Today’s Objective Develop an understanding of the technology – mediated.

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Presentation on theme: "Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Customer Interface — Today’s Objective Develop an understanding of the technology – mediated."— Presentation transcript:

1 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Customer Interface — Today’s Objective Develop an understanding of the technology – mediated customer interface

2 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of the Customer Interface Context Site’s layout and design Commerce Site’s capability to enable commercial transactions Connection Degree site is linked to other sites Communication The ways sites enable site-to- user communication or two-way communication Customization Site’s ability to self-tailor to different users or to allow personalization Community The ways sites enable user-to- user communication Content Text, pictures, sound and video that webpages contain

3 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Fit and Reinforcement of the 7Cs Context Content Community Customization Communication Connection Commerce Business Model Reinforcement Are each of the 7Cs consistent with one another? Supporting Fit Do each of the 7Cs individually support the business model? The success of a business depends on the extent that all of the Cs work together to support the value proposition and business model:

4 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of the Customer Interface Context Site’s layout and design Commerce Site’s capability to enable commercial transactions Connection Degree site is linked to other sites Communication The ways sites enable site-to- user communication or two-way communication Customization Site’s ability to self-tailor to different users or to allow personalization Community The ways sites enable user-to- user communication Content Text, pictures, sound and video that webpages contain

5 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Form vs. Function — The Design Context Frontier Integrated Aesthetically Dominant HighLow High Low Function Aesthetic/ Form Functionally Dominant Frontier is gradually moving outward as technology advances The age old argument of form vs. function is being changed by the Web:

6 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Aesthetic Example — KMGI.com High form, low function: The KMGI approach used to make heavy use of visual elements, but lacked performance capability. Now, KMGI has integrated more functionality into its site, while still maintaining some of the strong visual elements. BEFOREAFTER

7 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Functional Dominant Low form, high function: Brint.com assumes its users have little need for visual elements or themes and instead seek ease of use and plentiful information: Notice the plethora of links The site is also text- laden

8 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Integrated Approach Example — Patagonia.com Patagonia’s integrated approach is a balance of form and function that creates an attractive and easy-to-use interface: The links, for instance, are both textual and graphical

9 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of the Customer Interface Context Site’s layout and design Commerce Site’s capability to enable commercial transactions Connection Degree site is linked to other sites Communication The ways sites enable site-to- user communication or two-way communication Customization Site’s ability to self-tailor to different users or to allow personalization Community The ways sites enable user-to- user communication Content Text, pictures, sound and video that webpages contain

10 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Dimensions to 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 Choices Offering MixAppeal Mix Multimedia Mix Content Type Products Services Information Cognitive functional, low price, availability, etc. Emotional humor, warmth, stories, etc. Text Audio Video Image Graphics Current Reference

11 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC A Framework for Understand Offering-Dominant Archetypes Superstore Category Killer Specialty Store Number of Market Offer Categories Multiple Single ShallowDeep Depth of Product Line Classifying content archetypes on two dimensions:

12 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Superstore Example — Amazon.com One-stop shop where the customer can find a wide range of goods in multiple product categories: Note the array of product categories on the site.

13 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Category Killer Example — Petsmart.com Exclusively provides products and services by specific product or by a customer- needs category: Again, note the categories; rather than being broad, they focus on a single vertical.

14 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Specialty Store Example — Frontgate.com Focuses on exceptional quality and exclusivity while selling single or multiple categories of products: The site offers a broad array of products, but they are all high-end, premium quality products.

15 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Information-Dominant Example — Business 2.0 Organize and house vast archives of information and provide tools to the customer to explore areas of interest and find answers to specific questions: “New economy, new rules, new leaders” — this site is focused entirely on providing timely information to business leaders.

16 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Market-Dominant Example — PlasticsNet.com Create markets where buyers and sellers congregate to conclude transactions: This site creates an online market for the plastics industry; note the supplier information and product specs available.

17 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Content Archetypes vs. Offering Types Each of the content archetypes can be illustrated with a product, information or services example:

18 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of the Customer Interface Context Site’s layout and design Commerce Site’s capability to enable commercial transactions Connection Degree site is linked to other sites Communication The ways sites enable site-to- user communication or two-way communication Customization Site’s ability to self-tailor to different users or to allow personalization Community The ways sites enable user-to- user communication Content Text, pictures, sound and video that webpages contain

19 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Intro to Six Community Archetypes Bazaar Theme Park Club Shrine Theatre Cafe Each archetype will be defined and an example of each will be given:

20 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Bazaar Example — Yahoo Games Community that allows users to wander through a vast number of interest areas but does not provide any means for users to interact: The site offers a wide collection of games that can be played with other users, but community is not a priority; the elements of community are not present (cohesion, effectiveness, etc.).

21 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Theme Park Example — VoxCap.com Community that focuses on a finite number of interest areas that are organized by categories and subcategories: This site encourages activism on world and community issues, but it is activism that is the theme.

22 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Club Example — Gillette Women’s Cancer Connection Community that is highly focused on one area of interest and promotes a considerable amount of interaction among members: The most prominent link on the site encourages member communication on message boards.

23 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Shrine Example — The Unofficial Cheers Website Highly focused community with minimal interaction between members: This site allows comprehensive exposure to a single topic (in this case, a TV show) with no interaction among users.

24 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Theater Example — iFilm.com Community that is focused in a particular area but allows for moderate interaction among members: Not as focused as a “shrine,” this site concentrates on film, but still allows for little interaction among users.

25 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Cafe Example — Bolt.com Community that focuses on a common area of interest but also provides for considerable interaction among members: “Everything you need to speak your mind, hang out, hook up... whatever” — this teen site allows for a high level of interaction among its users.

26 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of the Customer Interface Context Site’s layout and design Commerce Site’s capability to enable commercial transactions Connection Degree site is linked to other sites Communication The ways sites enable site-to- user communication or two-way communication Customization Site’s ability to self-tailor to different users or to allow personalization Community The ways sites enable user-to- user communication Content Text, pictures, sound and video that webpages contain

27 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Dimensions of Customization Customization of a site can occur in many different ways:  PERSONALIZATION Log-in Registration  The site recognizes return users and configures itself accordingly Cookies  Temporary files that track and gather data about user’s behavior Personalized Accounts  Provided free-of-charge to site users Content and Layout Configuration  Users select layout and content based on their interests Storage  Sites provide virtual hard-disk storage Agents  Programs designed to perform simple tasks  TAILORING Based on Past User Behavior  Many sites adjust themselves dynamically based on a user’s past behavior and preferences 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

28 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Personalization by User Example — Mylook.com Enables the user to modify site content and context based on consciously articulated and acted-upon preferences: The first step in this site’s customization process is to choose the category with which you are the best fit; content will then be customized accordingly.

29 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Tailoring by Site Example — Amazon.com Enables the site to reconfigure itself based on past behavior by the user or by others with similar profiles: Without consciously articulating preferences, users find that Amazon.com makes recommendations based on their past buying habits.

30 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of the Customer Interface Context Site’s layout and design Commerce Site’s capability to enable commercial transactions Connection Degree site is linked to other sites Communication The ways sites enable site-to- user communication or two-way communication Customization Site’s ability to self-tailor to different users or to allow personalization Community The ways sites enable user-to- user communication Content Text, pictures, sound and video that webpages contain

31 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Dimensions of Communication Communication between a site and its users can occur in many different ways:  BROADCAST Mass Mailings  Broadcast transmissions of large volumes of targeted at large audiences FAQs  Answers to frequently asked questions Newsletters  Inform site subscribers of site changes, special offers, etc. Content-Update Reminders  reflecting user interest in a particular content area Broadcast Events  Events can be broadcast from a website (webcast) that allows limited user control over such things as camera angle  INTERACTIVE E-Commerce Dialogue  Organizations and users trade s regarding order placement, tracking and fulfillment Customer Service  Organizations can provide customer service through trading s or live online dialogue User Input  User-generated content such as supplier ratings and user feedback to the site

32 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC One-to-Many, Non-Responding Example — CNN.com Communicates with users through mass mailings targeted at defined audiences: CNN.com sends out breaking news alerts to interested users.

33 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC One-to-Many, Responding Example — BizRate.com Communicates with a mass user group logged on as registered users or through ings targeted at specific users: Customers rate their experience with online merchants; these ratings are gathered and communicated to registered users of BizRate.com.

34 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC One-to-Many, Live Interaction Example — Accrue 2000 Web Seminar Allows users to interact with the site live, with information exchanged back and forth in real time: This site recently broadcast a live seminar; registered users were able to participate by asking questions via chat in real time.

35 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC One-to-One, Non-Responding User Example — Hallmark.com Sends personalized messages to users to address specific user interests or needs, but there are no means for customer response: Hallmark.com allows users to manage their schedules by reminding users of important upcoming dates (birthdays, anniversaries, etc.).

36 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC One-to-One, Responding User Example — Amazon.com Sends users personalized messages that address specific user interests or needs with the opportunity for users to respond: Users can create their own storefront using Amazon’s zShops. Users post all information related to the products they wish to sell on Amazon’s site; they can also check order status on the site and be notified of sales via .

37 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC One-to-One, Live Interaction Example — LivePerson.com Sends and receives personalized user messages or carries on chat sessions that address specific user interests or needs: This site offers online customer support in real time via chat sessions.

38 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of the Customer Interface Context Site’s layout and design Commerce Site’s capability to enable commercial transactions Connection Degree site is linked to other sites Communication The ways sites enable site-to- user communication or two-way communication Customization Site’s ability to self-tailor to different users or to allow personalization Community The ways sites enable user-to- user communication Content Text, pictures, sound and video that webpages contain

39 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Intro to Six Connection Archetypes Destination Each archetype will be defined and an example of each will be given: Hub Portal Affiliate Meta-Software Outsourced Content PATHWAY-OUT Links lead the user outside the environment of the site; links are absolute in that the user’s click causes an exit from the original website. PATHWAY-IN Links are hybrid; the user’s click causes the retrieval of material from the same or other sites without exiting the current website.

40 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Destination Site Example — NYTimes.com Exclusively provides site-generated content with very few links to other sites: NYTimes.com not only includes the daily content of the newspaper, but also publishes exclusive feature stories online.

41 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Hub Site Example — IndustryCentral.net Provides a combination of site-generated content and selective links to sites of related interests: This is a motion picture and television industry site, a hub that provides external links to various local film commissions, production studios and film festivals.

42 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Portal Site Example — Yahoo.com Exclusively provides links to a large number of other sites: Yahoo is the classic example of a portal; users can search the Web and find links to thousands of other websites related to their topic of interest.

43 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Affiliate Programs Example — Onhealth.com and Proflowers.com Directs users to affiliated websites through general links, links embedded in site banners, or other advertising materials: Onhealth.com provides a link to Proflowers.com so users can have access to supplemental offerings, including those that the home site cannot fulfill.

44 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Outsourced Content Example — Real.com Contains content generated by third parties: Everything users find on Real.com is generated by a third party; Real.com is simply a distributor of Web-based media.

45 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Meta-Software Example — RUSure.com Consists of utility and plug-in software applications created to assist users in narrowly defined tasks: Note: RUSure.com is out of business.

46 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of the Customer Interface Context Site’s layout and design Commerce Site’s capability to enable commercial transactions Connection Degree site is linked to other sites Communication The ways sites enable site-to- user communication or two-way communication Customization Site’s ability to self-tailor to different users or to allow personalization Community The ways sites enable user-to- user communication Content Text, pictures, sound and video that webpages contain

47 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC Dimensions of Commerce There are many tools that sites provide to originate and facilitate commerce: TOOLS FOR ENABLING COMMERCE Registration  Allows the site to store information about users and user preferences Shopping Cart, One-Click Shopping  Facilitates online shopping by making it more user-friendly Security, Credit-Card Approval  Enables online transactions by allowing users to securely share credit-card information Orders Through Affiliates  Sites must be able to track orders that come from and go to affiliates Configuration Technology  Users can test product compatibility, and price trade-offs and product substitutions online. Order Tracking, Delivery Options  Once orders are placed on the site, users can choose how they would like their products delivered and track those orders from the site to their front door.

48 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of Lands’ End Context Landsend.com utilizes both aesthetic and functional design elements to communicate its core benefits Content Landsend.com includes content pertaining to its product offerings, services and offline support. The content is conveyed through a combination of text, photographs and graphics. Community “Shop with a Friend” allows two users to shop simultaneously, creating a virtual shopping experience. Customization Personal shopping accounts are used to facilitate use of the site and tailor future visits to the customer’s individual needs. Communication “Lands’ End Live” allows users to talk directly to a customer service representative via phone or live text chat. Connection Landsend.com does not link to any other sites; their affiliate program, however, links other sites to Landsend.com. Commerce Landsend.com has typical transactional capability, providing the customer with a confidential and convenient way to shop online. How does Landsend.com utilize the 7Cs?

49 Last Updated: 10/03/01 Copyright  2001 by Marketspace LLC The 7Cs of Schwab.com Context Schwab.com is largely functional; the only graphics used are those that display market behavior. Commerce Schwab is essentially a broker with a transaction-based revenue model. There are also fee services that Schwab offers. Connection Schwab.com’s content and information is largely generated in-house; there are no links to outside sites. Communication Schwab.com provides news alerts. User response is limited. Basically, the site is a one- to-many, non-responding site. Customization Schwab.com is highly customizable. Users can personalize the site’s content, layout, communication and access. Community There is very little interaction among Schwab.com users. The site focuses primarily on the financial needs of the individual. Content Schwab.com is an information- dominant site that generates all of its own material.


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