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

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

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

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

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.

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

Exhibit 5.2: Function Design: CEOExpress

Exhibit 5.3: Aesthetic Design: Apple.com

Exhibit 5.4: Hybrid Design: Territory Ahead

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

Do Graphics Enhance or Encumber Website Usability? Point-Counterpoint

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

Dimensions of Customization Personalization Tailoring by Site

Dimensions of Customization

Exhibit 5.10: Customization & Personalization: Lands’ End

Dimensions of Communication Broadcast Interactive

Dimensions of Communication

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

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

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

Exhibit 5.11: Fit and Reinforcement

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

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

Exhibit 5.13: EBay’s Homepage

Exhibit 5.20: EBay’s Reinforcement Web

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

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.