Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Customer Interface — Today’s Objective
Develop an understanding of the technology – mediated customer interface
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of the Customer Interface
Context
Site’s layout and design
Commerce
Site’s capability 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
personalization
Community
The ways sites enable user-to-user communication
Content
Text, pictures, sound and video that webpages contain
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Fit and Reinforcement of the 7Cs
ContextContext ContentContent CommunityCommunity CustomizationCustomization CommunicationCommunication ConnectionConnection CommerceCommerce
Business ModelBusiness Model
ReinforcementAre each of the 7Cs consistent with one another?
Supporting FitDo each of the 7Cs individually support the business model?
The success of a business depends on the extent that all of the Cs work together to support the value proposition and business model:
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of the Customer Interface
Context
Site’s layout and design
Commerce
Site’s capability 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
personalization
Community
The ways sites enable user-to-user communication
Content
Text, pictures, sound and video that webpages contain
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Form vs. Function — The Design Context Frontier
Integrated
Aesthetically Dominant
HighLow
High
Low
Function
Aesthetic/ Form
Functionally Dominant
Frontier is gradually moving
outward as technology advances
The age old argument of form vs. function is being changed by the Web:
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Aesthetic Example — KMGI.com
High form, low function: The KMGI approach used to make heavy use of visual elements, but lacked performance capability.
Now, KMGI has integrated more functionality into its site, while still maintaining some of the strong visual elements.
BEFORE AFTER
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Functional Dominant — @Brint.com
Low form, high function: Brint.com assumes its users have little need for visual elements or themes and instead seek ease of use and plentiful information:
Notice the plethora of
links
The site is also text-
laden
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Integrated Approach Example — Patagonia.com
Patagonia’s integrated approach is a balance of form and function that creates an attractive and easy-to-use interface:
The links, for instance, are both textual
and graphical
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of the Customer Interface
Context
Site’s layout and design
Commerce
Site’s capability 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
personalization
Community
The ways sites enable user-to-user communication
Content
Text, pictures, sound and video that webpages contain
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Dimensions to 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 MixMultimedia
MixContent Type
Products
Services
Information
Cognitivefunctional, low price,
availability,etc.
Emotionalhumor,warmth,stories,
etc.
Text
Audio
Video
Image
Graphics
Current
Reference
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
A Framework for Understand Offering-Dominant Archetypes
Superstore
CategoryKiller
SpecialtyStore
Number of Market Offer Categories
Multiple
Single
Shallow Deep
Depth of Product Line
Classifying content archetypes on two dimensions:
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Superstore Example — Amazon.com
One-stop shop where the customer can find a wide range of goods in multiple product categories:
Note the array of product
categories on the site.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Category Killer Example — Petsmart.com
Exclusively provides products and services by specific product or by a customer-needs category:
Again, note the
categories; rather than
being broad, they focus on a
single vertical.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Specialty Store Example — Frontgate.com
Focuses on exceptional quality and exclusivity while selling single or multiple categories of products:
The site offers a broad
array of products, but they are all
high-end, premium quality
products.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Information-Dominant Example — Business 2.0
Organize and house vast archives of information and provide tools to the customer to explore areas of interest and find answers to specific questions:
“New economy, new rules,
new leaders” — this site is
focused entirely on providing
timely information to business
leaders.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Market-Dominant Example — PlasticsNet.com
Create markets where buyers and sellers congregate to conclude transactions:
This site creates an
online market for the plastics industry; note the supplier information and product
specs available.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Content Archetype
Physical Product
Information Service
Superstore
Walmart.com Amazon.com
CEOExpress.com IBMSolutions.com
Category Killer Petsmart.com DowJones.com
CNNfn.com Schwab.com
Specialty Store Frontgate.com Forrester.com Tradex.com
Information Dominant Census.gov IFilm.net Digitalthink.com
Market Dominant PlasticsNet.com VerticalNet.com Monster.com
Content Archetypes vs. Offering TypesEach of the content archetypes can be illustrated with a product, information or services example:
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of the Customer Interface
Context
Site’s layout and design
Commerce
Site’s capability 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
personalization
Community
The ways sites enable user-to-user communication
Content
Text, pictures, sound and video that webpages contain
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Intro to Six Community Archetypes
BazaarBazaar
Theme ParkTheme Park
ClubClub
ShrineShrine
TheatreTheatre
CafeCafe
Each archetype will be defined and an example of each will be given:
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Bazaar Example — Yahoo Games
Community that allows users to wander through a vast number of interest areas but does not provide any means for users to interact:
The site offers a wide collection of games that can be played
with other users, but community is not a
priority; the elements of community are not
present (cohesion, effectiveness, etc.).
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Theme Park Example — VoxCap.com
Community that focuses on a finite number of interest areas that are organized by categories and subcategories:
This site encourages activism on world and
community issues, but
it is activism
that is the theme.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Club Example — Gillette Women’s Cancer ConnectionCommunity that is highly focused on one area of interest and promotes a considerable amount of interaction among members:
The most prominent link
on the site encourages
member communication
on message boards.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Shrine Example — The Unofficial Cheers Website
Highly focused community with minimal interaction between members:
This site allows comprehensive exposure to a
single topic (in this case, a TV show) with no
interaction among users.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Theater Example — iFilm.com
Community that is focused in a particular area but allows for moderate interaction among members:
Not as focused as a “shrine,”
this site concentrates on
film, but still allows for little
interaction among users.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Cafe Example — Bolt.com
Community that focuses on a common area of interest but also provides for considerable interaction among members:
“Everything you need to speak your mind, hang out, hook up...
whatever” — this teen site allows for a high level of interaction among its users.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of the Customer Interface
Context
Site’s layout and design
Commerce
Site’s capability 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
personalization
Community
The ways sites enable user-to-user communication
Content
Text, pictures, sound and video that webpages contain
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Dimensions of Customization
Customization of a site can occur in many different ways:
PERSONALIZATION
Log-in Registration The site recognizes return users and
configures itself accordingly
Cookies Temporary 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 Users select layout and content based
on their interests
Storage Sites provide virtual hard-disk storage
Agents Programs designed to perform simple
tasks
TAILORING
Based on Past User Behavior Many sites adjust themselves
dynamically based on a user’s past behavior and preferences
Based on Behavior of Other Users With Similar Preferences
Some sites make recommendations to the user based on preferences of other users with similar profiles
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Personalization by User Example — Mylook.comEnables the user to modify site content and context based on consciously articulated and acted-upon preferences:
The first step in this site’s
customization process is to choose the
category with which you are
the best fit; content will
then be customized accordingly.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Tailoring by Site Example — Amazon.com
Enables the site to reconfigure itself based on past behavior by the user or by others with similar profiles:
Without consciously articulating
preferences, users find that
Amazon.com makes
recommendations based on their past
buying habits.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of the Customer Interface
Context
Site’s layout and design
Commerce
Site’s capability 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
personalization
Community
The ways sites enable user-to-user communication
Content
Text, pictures, sound and video that webpages contain
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
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 Reminders 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 over such things as camera angle
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 User-generated content such as
supplier ratings and user feedback to the site
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
One-to-Many, Non-Responding Example — CNN.comCommunicates with users through mass mailings targeted at defined audiences:
CNN.com sends out breaking news
e-mail alerts to interested users.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
One-to-Many, Responding Example — BizRate.comCommunicates with a mass user group logged on as registered users or through e-mailings targeted at specific users:
Customers rate their experience
with online merchants; these
ratings are gathered and communicated to registered users
of BizRate.com.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
One-to-Many, Live Interaction Example — Accrue 2000 Web
SeminarAllows users to interact with the site live, with information exchanged back and forth in real time:
This site recently broadcast a live
seminar; registered users were able to
participate by asking questions via chat in
real time.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
One-to-One, Non-Responding User Example — Hallmark.comSends personalized messages to users to address specific user interests or needs, but there are no means for customer response:
Hallmark.com allows users to manage their schedules by
reminding users of important upcoming
dates (birthdays, anniversaries, etc.).
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
One-to-One, Responding User Example — Amazon.comSends users personalized messages that address specific user interests or needs with the opportunity for users to respond:
Users can create their own storefront
using Amazon’s zShops. Users post
all information related to the
products they wish to sell on Amazon’s site; they can also check order status on the site and be
notified of sales via e-mail.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
One-to-One, Live Interaction Example — LivePerson.comSends and receives personalized user messages or carries on chat sessions that address specific user interests or needs:
This site offers online customer
support in real time via chat sessions.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of the Customer Interface
Context
Site’s layout and design
Commerce
Site’s capability 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
personalization
Community
The ways sites enable user-to-user communication
Content
Text, pictures, sound and video that webpages contain
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Intro to Six Connection Archetypes
DestinationDestination
Each archetype will be defined and an example of each will be given:
HubHub
PortalPortal
AffiliateAffiliate
Meta-SoftwareMeta-Software
Outsourced ContentOutsourced Content
PATHWAY-OUT
Links lead the user outside the environment of the site; links are absolute in that the user’s click causes an exit from the original website.
PATHWAY-IN
Links are hybrid; the user’s click causes the retrieval of material from the same or
other sites without exiting the current website.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Destination Site Example — NYTimes.com
Exclusively provides site-generated content with very few links to other sites:
NYTimes.com not only includes the
daily content of the newspaper, but also publishes exclusive
feature stories online.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Hub Site Example — IndustryCentral.net
Provides a combination of site-generated content and selective links to sites of related interests:
This is a motion picture and
television industry site, a hub that
provides external links to various
local film commissions,
production studios and film festivals.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Portal Site Example — Yahoo.com
Exclusively provides links to a large number of other sites:
Yahoo is the classic example of a portal; users can
search the Web and find links to
thousands of other websites related to
their topic of interest.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Affiliate Programs Example — Onhealth.com and
Proflowers.comDirects users to affiliated websites through general links, links embedded in site banners, or other advertising materials:
Onhealth.com provides a link to
Proflowers.com so users can have
access to supplemental
offerings, including those that the home
site cannot fulfill.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Outsourced Content Example — Real.com
Contains content generated by third parties:
Everything users find on Real.com is generated by a third party; Real.com is
simply a distributor of Web-based
media.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Meta-Software Example — RUSure.com
Consists of utility and plug-in software applications created to assist users in narrowly defined tasks:
Note: RUSure.com is out of business.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of the Customer Interface
Context
Site’s layout and design
Commerce
Site’s capability 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
personalization
Community
The ways sites enable user-to-user communication
Content
Text, pictures, sound and video that webpages contain
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
Dimensions of Commerce
There are many tools that sites provide to originate and facilitate commerce:
TOOLS FOR ENABLING COMMERCE
Registration Allows the site to store information about users and user preferences
Shopping Cart, One-Click Shopping Facilitates online shopping by making it more user-friendly
Security, Credit-Card Approval Enables online transactions by allowing users to securely share credit-card
information
Orders Through Affiliates Sites must be able to track orders that come from and go to affiliates
Configuration Technology Users can test product compatibility, and price trade-offs and product substitutions
online.
Order Tracking, Delivery Options Once orders are placed on the site, users can choose how they would like their
products delivered and track those orders from the site to their front door.
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of Lands’ End
ContextLandsend.com utilizes both aesthetic and functional design elements to communicate its core benefits
ContentLandsend.com includes content pertaining to its product offerings, services and offline support. The content is conveyed through a combination of text, photographs and graphics.
Community“Shop with a Friend” allows two users to shop simultaneously, creating a virtual shopping experience.
CustomizationPersonal shopping accounts are used to facilitate use of the site and tailor future visits to the customer’s individual needs.
Communication“Lands’ End Live” allows users to talk directly to a customer service representative via phone or live text chat.
ConnectionLandsend.com does not link to any other sites; their affiliate program, however, links other sites to Landsend.com.
CommerceLandsend.com has typical transactional capability, providing the customer with a confidential and convenient way to shop online.
How does Landsend.com utilize the 7Cs?
Last Updated: 10/03/01Copyright 2001 by Marketspace LLC
The 7Cs of Schwab.com
ContextSchwab.com is largely
functional; the only graphics used are those that display
market behavior.
CommerceSchwab is essentially a broker
with a transaction-based revenue model. There are also
fee services that Schwab offers.
ConnectionSchwab.com’s content and
information is largely generated in-house; there are no links to
outside sites.
CommunicationSchwab.com provides e-mail news alerts. User response is limited. Basically, the site is a one-to-many, non-responding
site.
CustomizationSchwab.com is highly
customizable. Users can personalize the site’s content,
layout, communication and access.
CommunityThere is very little interaction
among Schwab.com users. The site focuses primarily on the
financial needs of the individual.
ContentSchwab.com is an information-dominant site that generates all
of its own material.
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