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

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Customer InterfaceCustomer Interface

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

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

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

1.

2.

3.

4.

5.

6.

7.

Site’s layout and design

Text, pictures, sound and video that webpages contain

The ways sites enable user-to-user communication

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

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

Degree site is linked to other sites

Site’s capabilities to enable commercial transactions

Context

Content

Community

Customization

Communication

Connection

Commerce

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

Offering MixOffering Mix

Appeal MixAppeal Mix

Content TypeContent Type

Content

Multimedia MixMultimedia Mix

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 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

Point-Counterpoint

Community

Community can create attractive content

Community can create attractive content

Community

Community can make certain activities possible or

easier, thus satisfying needs not attainable

individually

Community can make certain activities possible or

easier, thus satisfying needs not attainable

individually

Dimensions of Customization

PersonalizationPersonalization

Customization

Tailoring by SiteTailoring by Site

Dimensions of Customization

Personalization Tailoring by Site

Login Registration Cookies Personalized E-Mail Accounts Content and Layout Configuration Storage Agents

Tailoring based on past user behavior

Tailoring based on behavior of other users with similar preferences

Exhibit 5.10: Customization & Personalization: Lands’ End

Dimensions of Communication

BroadcastBroadcast

Communication

InteractiveInteractive

Dimensions of Communication

Broadcast Interactive

Mass Mailings FAQs E-Mail Newsletters Content Update Notifications Broadcast Events

E-Commerce Dialogue Customer Service User Input

Dimensions of Connection

Homesite BackgroundHomesite Background

Outsourced ContentOutsourced Content

Pathway of ConnectionPathway of Connection

Connection

Percent of Homesite ContentPercent of Homesite Content

Links to SitesLinks to Sites

Dimensions of Commerce

Shopping CartShopping Cart

SecuritySecurity

One-Click ShoppingOne-Click Shopping

Connection

Credit Card ApprovalCredit Card Approval

RegistrationRegistration

Configuration Technology

Configuration Technology

Order TrackingOrder Tracking

Delivery OptionsDelivery Options

Orders Through Affilates

Orders Through Affilates

Offline

Online/Offline Integration of the 7Cs

Online

ContextContext

ContentContent

CommunityCommunity

CustomizationCustomization

CommunicationCommunication

ConnectionConnection

CommerceCommerce

ContextContext

ContentContent

CommunityCommunity

CustomizationCustomization

CommunicationCommunication

ConnectionConnection

CommerceCommerce

Integration

Consistency

Synergy

Exhibit 5.11: Fit and Reinforcement

Fit and Reinforcement of 7Cs

ContextContext ContentContent CommunityCommunity CustomizationCustomization CommunicationCommunication ConnectionConnection CommerceCommerce

Business ModelBusiness Model

Consistent Reinforcement

Individually Supporting Fit

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.