Module 4: Strategy Formulation: Customer Interface E-COMMERCE

Introduction The customer interface is the virtual representation of a firm's chosen value proposition Seven design elements of the customer interface (7Cs) Context Content Community Customization Communication Connection Commerce

The 7Cs of Customer Interface Content: Site’s layout and design Commerce: Site’s capabilities to enable commercial transaction Connection: Degree site is linked to other sites Communication The way sites enable to site-to-user communication in 2-way Context Commerce Connection Communication Customization Community Content Context: Text, pictures sound and video that webpages contains Community: The way sites enable users- to-users communication Customization: Site’s ability to self-tailor to different users to personalize site

Fit and Reinforcement of the 7Cs Business Model Context Content Community Customization Communication Connection

Context Classification Aesthetically Dominant: Emphasis is on the look-and-feel of the site. Functionally Dominant: Emphasis is on the display of textual information. Integrated: Balance of form and function.

Form vs. Function -The Design Context Frontier

Dimensions of Context Function Refers to the organization and accessibility of information Section Breakdown Linking Structure Navigation Tools Speed Reliability Platform Independence Media Accessibility

Aesthetics Refers to the visual characteristics of a site Color Scheme Visual Themes

Content: Deciding What Information to Include The CONTENT of a website refers to all the digital information on the site Dimensions of Content Offering Mix Appeal Mix Multimedia Mix Timeliness Mix Current Content Reference Content

Content Classifications – Product Dominant: Encompasses store sites that primarily sell physical goods Superstore Category Killer Specialty Store Information Dominant: Encompasses store sites that focus heavily on information Service Dominant: Encompasses store sites that focus on the services offered, often or a fee

A Framework to Understand Content Classifications NUMBER OF PRODUCT CATEGORIES

What Makes A Community? Community includes a feeling of membership in a group along with a strong sense of involvement and shared common interests Five components determine the shape of online communities: Characteristics Member Motivation Member Participation Member Benefits Interaction Tool

Characteristics The more evolved the community the more likely it is to have these six characteristics Cohesion- the community develops a group identity Effectiveness - the group has impact on members’ lives Help- members feel comfortable asking for and receiving help from other members Relationships - interaction between individuals leads to friendships Language - members develop a specialized language and/or abbreviations with unique meaning within the community Self-regulation- the group sets rules for its own interaction and develops a system for policing itself

Elements, Types, and Benefits How members participate in the community? Why members are motivated to join the community? Community Characteristics Cohesion Effectiveness Help Relationships Language Self-regulation Interaction Tool Member Benefits Need Fulfillment Inclusion Mutual Existence Shared experiences/ Information

Community Classifications Nonexistant - sites that have no community offer no way for users to interact with one another, on either a one-to-one basis or one-to-many basis Limited - sites that offer features such as reading and posting information, stories, or opinions

Strong- sites that offer interactive community functions such as chat rooms and message boards

Limited Community Example - Gillette Women’s Cancer Connection

Strong Community Example - Bolt.com

Customization: Creating an Individualized Website (1/2) Customization refers to a site's ability to tailor itself to each user or to be tailored by the user. Dimensions of Customization – Personalization: The user initiates and manages the customization process – Tailoring: Software dynamically publishes unique versions of the site to address specific user's interests, habits and needs more appropriately

Customization: Creating an Individualized Website (2/2) Commonly used customization features: E-mail accounts Content and layout configuration Storage Agents

Customization by User Example –www.mylook.com

Communication: Keeping in Touch with Users (1/2) Communication refers to the dialogue between a site and its users Dimensions of Communication – Broadcast – Interactive

Communication: Keeping in Touch with Users (2/2) Communication Archetypes One-to-Many, Non-Responding User: Site messages are announcements that users receive without needing to respond. One-to-Many, Responding User: Site messages are invitations to users to submit their comments and responses.

One-to-One, Non-Responding User: User receives personalized messages to address specific interests or needs without a need to respond. One-to-One, Responding User: User responds to personalized messages sent by the site.

One-to-One, Live Interaction Example: www.feu-eastasia.edu.ph

Connection: Linking with Other Websites Connection is the degree to which a given site is able to link to other sites Dimensions of Connection Outside Links Framed Links Pop-Up Windows Outsourced Content

Connections Classifications Destination Site: Provides almost exclusively site-generated content with very few links to other sites Hub Site: Provides a combination of site generated content and selective links to sites of related interests Portal Site: Consists almost exclusively of links to a large number of other sites

Commerce: Enabling Financial Transactions (1/2) Commerce refers to the sale of goods, products or services on the site. Dimensions of Commerce Functional tools that are the commerce enabling features of a website Registration Shopping Cart Security Credit-card approval One-click shopping Orders through affiliates Configuration technology Order tracking Configuration

Commerce: Enabling Financial Transactions (2/2) Commerce Classifications: Low: These websites have the ability to process transactions, but with few of the tools that enable e-commerce. Medium: Some websites have no need for all the commerce bells and whistles and contain financial transactions as a necessary feature but not as their main purpose. High: These websites are fully equipped with all or almost all the functional tools that enable e-commerce.

Map of 7Cs Framework CONTEXT Aesthetically Dominant Functionally Dominant Integrated CONTENT Product Dominant Information Dominant Service Dominant COMMUNITY Nonexistent Limited Strong CUSTOMIZATION Generic Moderately customized Highly customized COMMUNICATION One-to-many non-responding user One-to-many responding user One-to-one, Non-responding user responding user CONNECTION Destination Hub Portal COMMERCE Low Medium High

www.yahoo.com Evaluate the website of www.yahoo.com by mapping out the 7 C’s framework