1. Chapter 4 Enhanced Version Exhibit / Tables Customer Interface Chapter October 23, 2000
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Copyright © 1999 by Monitor Company, Inc.
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2. Exhibit 4-1: The 7Cs of the Customer Interface
Context
Site’s layout and design
Content
Text, pictures, sound and video that web pages contain
Commerce
Site’s capabilities to enable commercial transactions
Community
The ways sites enable user-to-user communication
Connection
Degree site is linked to other sites
Customization
Site’s ability to self-tailor to different users or to allow users to personalize the site
Communication
The ways sites enable site-to-user communication or two-way communication

3. Exhibit 4-2: Fit and Reinforcement of Cs
Business Model
Individually Supporting Fit
Context
Content
Community
Customization
Communication
Connection
Commerce
Consistent Reinforcement

4. Exhibit 4-3: Performance of Lands’ End Site

5. Exhibit 4-4: Form vs. Function — The Design Context Frontier
Integrated
High
Aesthetically Dominant
AESTHETIC/
FORM
Frontier is gradually moving outward as technology advances
Low
Functionally- Dominant
Low
High
FUNCTION

6. Exhibit 4-5: Aesthetic Example — KMGI.com

7. Exhibit 4-6: Functional Dominant — Brint.com

8. Exhibit 4-7: Integrated Approach Example — Patagonia.com

9. Supporting Slide 4-A Point-Counterpoint: Form vs. Function

10. Exhibit 4-8: A Framework to Understand Offering-Dominating Archetypes
Multiple
Superstore
NUMBER OF PRODUCT CATEGORIES
Specialty Store
Category Killer
Single
Narrow
Broad
DEPTH OF PRODUCT LINE

11. Exhibit 4-9: Superstore Example — Amazon.com

12. Exhibit 4-10: Category Killer Example — Petsmart.com

13. Exhibit 4-11: Specialty Store Example — Frontgate.com

14. Exhibit 4-12: Information Dominant — Business 2.0 (www.business2.com)

15. Exhibit 4-13: Market Dominant Example — PlasticsNet.com

16. Table 4-1: Drill Down - Content Archetypes vs Offering Types

17. Supporting Slide 4-B Point-Counterpoint: Is Content King?

18. Exhibit 4-14: Communities — Elements, Types, and Benefits
Elements of
Community
Types of
Communities
Member Outcomes:
Participation and Benefits
Just Friends
Degree of
Participation
Cohesion
Effectiveness
Help
Relationships
Language
Self-regulation
Enthusiasts
Need Fulfillment
Inclusion
Mutual Influence
Shared Emotional
Experiences
Friends in
Need
Players
Traders

19. Exhibit 4-15: Bazaar Example — Games.Yahoo.com

20. Exhibit 4-16: Theme Park Example — VoxCap.com

21. Exhibit 4-17: Club Example — Gillette Women’s Cancer Connection

22. Exhibit 4-18: Shrine Example — The Unofficial Dawson’s Creek Web Site

23. Exhibit 4-19: Theater Example — iFilm.com

24. Exhibit 4-20: Cafe Example — Bolt.com

25. Exhibit 4-21: Drill Down - Focus vs. Interactivity
Non-equilibrium state: Successfully-managed communities will move toward higher levels of interaction
Games.yahoo.com
Contact
Consortium.com
Bazaar
VoxCap.com
Bolt.com
FOCUS
Theme Park
iFilm.com
leonardodicaprio.com
Trace.com
Mall
Women’s Cancer
Connection
Shrine
Theater
Cafe
INTERACTIVITY

26. Exhibit 4-22: Personalization by User Example — mylook.com

27. Exhibit 4-23: Tailoring by Site Example - Amazon.com

28. Exhibit 4-24: One-to-Many, Non-Responding Example — theStandard.com

29. Exhibit 4-25: One-to-Many, Responding User Example — BizRate.com

30. Exhibit 4-26: One-to-Many, Live Interaction Example — Accrue 2000 Web Seminar

31. Exhibit 4-27: One-to-One, Non-Responding User Example — Hallmark.com

32. Exhibit 4-28: One-to-One, Responding User Example — Amazon.com

33. Exhibit 4-29: One-to-One, Live Interaction Example — LivePerson.com

34. Exhibit 4-30: Destination Example — NYTimes.com

35. Exhibit 4-31: Hub Example — DrKoop.com

36. Exhibit 4-32: Portal Example — Yahoo.com

37. Exhibit 4-33: Affiliate Program Example — Onhealth. com and Proflowers
Exhibit 4-33: Affiliate Program Example — Onhealth.com and Proflowers.com

38. Exhibit 4-34: Outsourced Content Example — Real.com

39. Exhibit 4-35: Meta-software Example — RUSure.com

40. Table 4-2: Drill Down - Commerce Origination vs Facilitation
Commerce Facilitation
Commerce originating at a site. It is achieved through acquisition of new customers and loyalty building among existing customers
New Customer Acquisition Tools include:
Online advertising
Banner ads at other sites
URL listing in industry catalogs
Sponsorships of online events or of other site activities
Viral marketing
Marketing with the assistance of existing customers, who pass marketing messages along to friends or colleagues
Examples include marketing footers at the end of user messages, prompts inviting users to send the site URL or the output of their activity on the site to others
Offline advertising
Advertisements on radio, television, movie theaters
Sponsorships of offline events, such as conferences on the New Economy
Commerce facilitated through the intervention of a third party, directing traffic to a site. It can be achieved through affiliations and partnerships
Affiliations / Partnerships
How they work
Home site signs up other sites in a partnership/affiliation program
Affiliate sites place a link on their site that directs users to the home site
In some cases, a user gets directed to a site through an affiliate while remaining in the affiliate’s URL space
Participating affiliate sites receive a percentage cut (typically 5-10%) on all sales generated at the home site as a result of clickthroughs from the affiliate sites
Incentives to affiliates
Financial: Affiliate sites receive a percentage of the sales they generate
Brand building: Being an affiliate to a well-known brand increases visibility
Improved capabilities: By linking users to additional sites, affiliates can increase their breadth of offerings

41. Exhibit 4-36: 7Cs of Schwab