E Commerce 5th Chapter E Commerce E Commerce E Commerce

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Mohammed, Fisher, Jaworski, Paddison

Internet Marketing, 2

nd

Ed

Chapter 5 Lecture Slides

Customer Interface

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Last Updated: 04/10/03 Copyright 2003 by Marketspace LLC

Customer Interface — Today’s Objectives

Objectives will be to:



Understand the seven elements of customer interface — the “7Cs”



Take a closer look at the dimensions of the 7Cs



Examine fit and reinforcement of the 7Cs

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

What Are the Seven Elements of Customer Interface?



A Closer Look at the Dimensions of the 7Cs



Examine Fit and Reinforcement of the 7Cs



Conclusion



Case Study of the 7Cs With EBay’s Interface

Chapter 5:

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Chapter 5:

Customer Interface



What Are the Seven Elements of Customer Interface?



A Closer Look at the Dimensions of the 7Cs



Examine Fit and Reinforcement of the 7Cs



Conclusion

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Supporting Slide 5–A: The 7Cs of the Customer Interface

Context

Site’s layout and design

Commerce

Site’s capabilities to enable commercial transactions

Connection

Degree site is linked to other sites

Communication

The ways sites enable site-to-user communication or two-way

communication

Customization

Site’s ability to self-tailor to different users or to allow users

to personalize the site

Community

The ways sites enable user-to-user communication

Content

Text, pictures, sound, and video that webpages contain

Example

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Chapter 5:

Customer Interface



What Are the Seven Elements of Customer Interface?



A Closer Look at the Dimensions of the 7Cs



Examine Fit and Reinforcement of the 7Cs



Conclusion

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Supporting Slide 5–B: Dimensions

(Attributes)

of Context

(Look and Feel)

The context of a site can take many different forms; the two key context dimensions are

function and aesthetics:

Function



The layout of the site:

– Section breakdown

Organize into

subcomponents

– Linking structure

Alternate section Linked

– Navigation tools

Movement of each user

throughout the site

Aesthetics



The visual characteristics of the

site:

– Colors

– Graphics

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Exhibit 5–1: Functional Design: CEOExpress

Site is designed to make information easy to retrieve.

Site aggregates business information. Much of the content is

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Exhibit 5–2: Aesthetic design: Apple.com

Use of white space creates sense of calm and draws the

eye to the products.

Navigation options are extensive, but not

overwhelming.

Top-level tabs indicate depth of available

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Exhibit 5–3: Hybrid Design: Territory Ahead

Exotic (Strange) locales appeal to armchair (Chair)

adventurers.

Product descriptions reinforce sense of place

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5 Supporting Slide 5–C: Six Ways to Create a Good Customer Interface

6 Mark Hurst, founder and president of Creative Good Inc., offers six ways to create a good

customer interface:

Note: Creative Good’s websites are found at www.creativegood.com and www.goodexperience.com

Make your site QUICK

Make your site EASY

Get an OUTSIDE OPINION

Use CLEAR CATEGORIES

Use CLEAR PRODUCT NAMES

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Supporting Slide 5–D: Dimensions of Content

Content refers to all digital information included on the site. There are four key dimensions to

content, each carrying choices about how to convey the site’s content:

Dimension

Choices

Offering Mix

Appeal Mix

Promotional & Communication

message

Multimedia

Mix

Content Type

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Exhibit 5–7: Content: REI.com

Informative and community content provide emotional appeal.

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Supporting Slide 5–E: Point-Counterpoint:

Do Graphics Enhance or Encumber Website Usability?

Graphics Enhance

Graphics Encumber



Familiar graphics and logos help build

branding for new online brands, and help

perpetuate (carry on ) offline brands to

the online marketplace



Customers like to be able to view

products online



Customers want visual cues that the

product described on a website is one

that will meet their needs and

preferences before they make the

purchase



Graphics enhance the aesthetics of the

website



Users want text and information rather

than graphics and visuals



Graphics are risky because depending

on the user’s browser, the image quality

may be poor and thus detract from the

website



Users want speed; use of website

graphics may result in increased site

download time

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Supporting Slide 5–F: Dimensions of Customization

Customization of a site can occur in many different ways:

Personalization



Log-in Registration

– The site recognizes returns users and configures itself accordingly



Cookies

– Temporarily files that track and gather data about user’s behavior



Personalized E-mail Accounts

– Provided free-of-charge to site users



Content and Layout Configuration

– Selection is based on users interests



Storage

– Sites provide virtual hard-disk storage



Agents

– Designed to perform simple tasks

Tailoring



Based on Past User Behavior

– Many sites adjust themselves

dynamically based on a user’s behavior and preferences



Based on Behavior of Other Users

With Similar Preferences

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Exhibit 5–9: Customization & Personalization: Lands’ End

Customers are able to virtually “try on” outfits by creating a model with a body shape that matches their

own.

Customers can receive clothing recommendations based on

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Supporting Slide 5–G: Dimensions of Communication

Communication between a site and its users can occur in many different ways:

Broadcast



Mass Mailings

– Broadcast transmissions of large volumes of e-mail targeted at large audiences



FAQs

– Answers to frequently asked questions



E-Mail Newsletters

– Inform site subscribers of site changes, special offers, etc.



Content-Update Notifications

– E-mail reflecting user interest in a particular content area



Broadcast Events

– Events can be broadcast from a website (webcast) that allows limited user control

Interactive



E-Commerce Dialogue

– Organizations and users trade e-mails regarding order placement, tracking and fulfillment



Customer Service

– Organizations can provide customer service through trading e-mails or live online dialogue



User Input

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Supporting Slide 5–H: Dimensions of Connection

Home Site Background

Outsourced Content

Links

% of Home Site Content

Pathway of Connection

?

Sites connect with other businesses in the following ways:

KEY

Home site

Connected

Sites

Links can take the user completely outside of the

home site Links can take the user to a new site, but the home site is still in the

background

Site content is derived from

third parties

%?

What percentage of content originates from the home site and how much is outsourced?

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Supporting Slide 5–J: Dimensions of Commerce

There are many tools that sites provide to originate and facilitate commerce:

Functional Tools of Commerce



Registration

– Allows the site to store information about users and user preferences



Shopping Cart

– Users can place items in their personal, virtual shopping cart and buy them

immediately or on another visit to the site



Security

– Attempt to guarantee the security of transactions and related data through encryption and authentication technologies



Credit-Card Approval

– The ability to receive instant credit

approval for credit card purchases through electronic links to clearance houses



One-Click Shopping

– A patented feature that allows users to place and order products with a single click



Orders Through Affiliates

– Sites must be able to track orders that come from and go to affiliates



Configuration Technology

– Users can test product compatibility with the aid of configurator software



Order Tracking

– The ability to check the delivery status

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