1. Module 4: Strategy Formulation: Customer Interface
E-COMMERCE

2. 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

3. 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

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

5. 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.

6. Form vs. Function -The Design Context Frontier

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

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

9. 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

10. 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

11. A Framework to Understand Content Classifications
NUMBER
OF PRODUCT
CATEGORIES

12. 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

13. 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

14. 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

15. 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

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

17. Limited Community Example - Gillette Women’s Cancer Connection

18. Strong Community Example - Bolt.com

19. 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

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

21. Customization by User Example –www.mylook.com

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

23. 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.

24. 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.

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

26. 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

27. 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

28. 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

29. 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.

30. 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

31.
Evaluate the website of by mapping out the 7 C’s framework