2. 5 Customer Interface chapter McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

3. Customer Interface — Today’s Objectives
Objectives will be to:
Understand the seven elements of customer interface — the “7Cs”
Explore the significance of the user interface
Take a closer look at the dimensions of the 7Cs
Apply the 7Cs to a real-world example — eBay

4. Chapter 5: Customer Interface
What Are the Seven Elements of Customer Interface?
A Closer Look at the Dimensions of the 7Cs
Case Study of the 7Cs With EBay’s Interface
Conclusion

5. Chapter 5: Customer Interface
What Are the Seven Elements of Customer Interface?
A Closer Look at the Dimensions of the 7Cs
Case Study of the 7Cs With EBay’s Interface
Conclusion

6. The 7Cs of the Customer Interface
Context
Site’s layout and design 1.
Content
Text, pictures, sound and video that webpages contain 2.
The ways sites enable user-to-user communication
Community 3.
Customization
Site’s ability to self-tailor to different users or to allow users to personalize the site 4.
The ways sites enable site-to-user communication or two-way communication
Communication 5.
Connection
Degree site is linked to other sites 6.
Commerce
Site’s capabilities to enable commercial transactions 7.

7. Chapter 5: Customer Interface
What Are the Seven Elements of Customer Interface?
A Closer Look at the Dimensions of the 7Cs
Case Study of the 7Cs With EBay’s Interface
Conclusion

8. Exhibit 5.2: Function Design: CEOExpress

9. Exhibit 5.3: Aesthetic Design: Apple.com

10. Exhibit 5.4: Hybrid Design: Territory Ahead

11. Dimensions of Content Content Offering Mix Appeal Mix Multimedia Mix
Content Type

12. Do Graphics Enhance or Encumber Website Usability?
Point-Counterpoint

13. Community can create attractive content
Community can make certain activities possible or easier, thus satisfying needs not attainable individually

14. Dimensions of Customization
Personalization
Tailoring by Site

15. Dimensions of Customization

16. Exhibit 5.10: Customization & Personalization: Lands’ End

17. Dimensions of Communication
Broadcast
Interactive

18. Dimensions of Communication

19. Dimensions of Connection
Links to Sites
Connection
Homesite Background
Outsourced Content
Percent of Homesite Content
Pathway of Connection

20. Dimensions of Commerce
Registration
Orders Through Affilates
Shopping Cart
Connection
Configuration Technology
Security
Order Tracking
Credit Card Approval
Delivery Options
One-Click Shopping

21. Online/Offline Integration of the 7Cs
Context
Context
Content
Content
Integration
Consistency
Synergy
Community
Community
Customization
Customization
Communication
Communication
Connection
Connection
Commerce
Commerce

22. Exhibit 5.11: Fit and Reinforcement

23. Fit and Reinforcement of 7Cs
Business Model
Individually Supporting Fit
Context
Content
Community
Customization
Communication
Connection
Commerce
Consistent Reinforcement

24. Chapter 5: Customer Interface
What Are the Seven Elements of Customer Interface?
A Closer Look at the Dimensions of the 7Cs
Case Study of the 7Cs With EBay’s Interface
Conclusion

25. Exhibit 5.13: EBay’s Homepage

26. Exhibit 5.20: EBay’s Reinforcement Web

27. Chapter 5: Customer Interface
What Are the Seven Elements of Customer Interface?
A Closer Look at the Dimensions of the 7Cs
Case Study of the 7Cs With EBay’s Interface
Conclusion

28. 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.