Chapter 5: Customer Interface
What Are the Seven Elements of Customer Interface?
A Closer Look at the Dimensions of the 7Cs
Conclusion
The 7Cs of the Customer Interface
1.
Context
Sites layout and design
2.
Content
Text, pictures, sound and video that webpages contain
3.
Community
The ways sites enable user-to-user communication
The 7Cs of the Customer Interface
Text, pictures, sound and video that webpages contain The ways sites enable user-to-user communication Sites 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
3. 4. 5. 6.
Community
Customization
Communication
Connection
7.
Commerce
Sites capabilities to enable commercial transactions
3
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 EBays Interface
Conclusion
4
Exhibit 5.2: Function Design: CEOExpress
Exhibit 5.3: Aesthetic Design: Apple.com
Exhibit 5.4: Hybrid Design: Territory Ahead
Dimensions of Content
Offering Mix
Appeal Mix
Content
Multimedia Mix
Content Type
Do Graphics Enhance or Encumber Website Usability?
Point-Counterpoint
Graphics Enhance 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
Graphics Encumber Users want text and information rather than graphics and visuals Graphics are risky because depending on the users 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
Community
Community can create attractive content
Community
Community can make certain activities possible or easier, thus satisfying needs not attainable individually
10
Dimensions of Customization
Personalization
Customization
Tailoring by Site
11
Dimensions of Customization
Personalization Login Registration Cookies Personalized E-Mail Accounts Content and Layout Configuration Storage Agents
Tailoring by Site Tailoring based on past user behavior Tailoring based on behavior of other users with similar preferences
12
Exhibit 5.10: Customization & Personalization: Lands End
13
Dimensions of Communication
Broadcast
Communication
Interactive
14
Dimensions of Communication
Broadcast Mass Mailings FAQs E-Mail Newsletters Content Update Notifications Broadcast Events
Interactive E-Commerce Dialogue Customer Service User Input
15
Dimensions of Connection
Links to Sites Homesite Background
Connection
Outsourced Content
Percent of Homesite Content
Pathway of Connection
16
Dimensions of Commerce
Registration Orders Through Affilates Shopping Cart Configuration Technology
Security
Commerce
Order Tracking
Credit Card Approval
Delivery Options One-Click Shopping
17
Online/Offline Integration of the 7Cs
Online
Context
Offline
Context
Content
Content
Integration
Community Community
Consistency
Customization Customization
Synergy
Communication Communication
Connection
Connection
Commerce
Commerce
18
Exhibit 5.11: Fit and Reinforcement
19
Fit and Reinforcement of 7Cs
Business Model
Individually Supporting Fit
Context
Content
Community
Customization
Communication
Connection
Commerce
Consistent Reinforcement
20
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 EBays Interface
Conclusion
21
Exhibit 5.13: EBays Homepage
22
Exhibit 5.20: EBays Reinforcement Web
23
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 EBays Interface
Conclusion
24
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. 25
