Customer Interface - Part 2Customer Interface - Part 2

CPS 181s

Feb 6, 2003

The 7Cs of the Customer InterfaceThe 7Cs of the Customer InterfaceThe 7Cs of the Customer InterfaceThe 7Cs of the Customer Interface1) Context

Site’s layout and design:Aesthetics and functional look

and feel

7) Commerce

Site’s capabilities to enable commercial transactions of

products or services

6) Connection

Degree site is formally linked to other sites

5) Communication

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

dialogue

4) Customization

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

to personalize the site

3) Community

The ways sites enable user-to-user communication and

interaction

2) Content

Text, pictures, sound and video that web pages contain: digital

subject matter

3) A Community3) A Community3) A Community3) A Community

A feeling of membershipStrong sense of involvementUser-to-user communication

Elements of a CommunityElements of a CommunityElements of a CommunityElements of a Community

CohesionEffectivenessHelp RelationshipLanguageSelf-regulation

Types of CommunitiesTypes of CommunitiesTypes of CommunitiesTypes of Communities

Just friendsEnthusiastsFriends in needPlayersTraders

Degree of Member Degree of Member ParticipationParticipation

Degree of Member Degree of Member ParticipationParticipation

PassiveActive MotivatedCaretakers

Member BenefitsMember BenefitsMember BenefitsMember Benefits

Need fulfillmentInclusionMutual influenceShared emotional experience

Dimensions of CommunityDimensions of CommunityDimensions of CommunityDimensions of CommunityInteractive community

Chat Instant messaging Message boards Member-to-member e-mail

Noninteractive communication Public member webpages Member content

Communities — Elements, Communities — Elements, Types, and BenefitsTypes, and Benefits

Communities — Elements, Communities — Elements, Types, and BenefitsTypes, and Benefits

Elements of Community

Types ofCommunities

Member Outcomes: Participation and Benefits

• Cohesion

• Effectiveness

• Help

• Relationships

• Language

• Self-regulation

Just Friends

Friends inNeed

Enthusiasts

Players

Traders

Need Fulfillment

• Inclusion

• Mutual Influence

• Shared Emotional Experiences

Degree ofParticipation

Community ModelsCommunity ModelsCommunity ModelsCommunity ModelsBazaar – wander but not interactTheme park – finite number of areas organized by categories and subcategories

Club – highly focused on only one area of interest, promoting interaction among members

Shrine – highly focused community with minimal interactionTheatre – focused in area but allows for moderate interactionCafé – focused on common area of interest but provides considerable interaction among members

Bazaar Example — Games.Yahoo.comBazaar Example — Games.Yahoo.comBazaar Example — Games.Yahoo.comBazaar Example — Games.Yahoo.com

Theme Park Example — VoxCap.comTheme Park Example — VoxCap.comTheme Park Example — VoxCap.comTheme Park Example — VoxCap.com

Club Example — Gillette Women’s Cancer ConnectionClub Example — Gillette Women’s Cancer ConnectionClub Example — Gillette Women’s Cancer ConnectionClub Example — Gillette Women’s Cancer Connection

Shrine Example — The Unofficial Dawson’s Creek Web SiteShrine Example — The Unofficial Dawson’s Creek Web SiteShrine Example — The Unofficial Dawson’s Creek Web SiteShrine Example — The Unofficial Dawson’s Creek Web Site

Theater Example — iFilm.comTheater Example — iFilm.comTheater Example — iFilm.comTheater Example — iFilm.com

Cafe Example — Bolt.comCafe Example — Bolt.comCafe Example — Bolt.comCafe Example — Bolt.com

4) Levers Used to Customize a Site4) Levers Used to Customize a Site4) Levers Used to Customize a Site4) Levers Used to Customize a Site

Dimensions of CustomizationPersonalization

> Log-in 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

Customization TypesCustomization TypesCustomization TypesCustomization Types

Personalization by user Consciously articulated Acted upon preferences

Tailoring by site Reconfigure past behavior Reconfigure by other users of similar profiles

Personalization by User Personalization by User Example — mylook.comExample — mylook.comPersonalization by User Personalization by User Example — mylook.comExample — mylook.com

Tailoring by Site Example - Amazon.comTailoring by Site Example - Amazon.comTailoring by Site Example - Amazon.comTailoring by Site Example - Amazon.com

5) Types of Communication a Firm 5) Types of Communication a Firm Can Maintain with its Customer BaseCan Maintain with its Customer Base

5) Types of Communication a Firm 5) Types of Communication a Firm Can Maintain with its Customer BaseCan Maintain with its Customer Base

Dimensions of CommunicationBroadcast

> Mass mailings> FAQ> E-mail newsletters> Content-update reminders> Broadcast events

Interactive> eCommerce dialogue> Customer services> User input

Hybrid> Combines broadcast and interactive> Often “freeware” use as marketing

Communication ModelsCommunication ModelsCommunication ModelsCommunication ModelsOne-to-many nonresponding user:

mass mailings targeted to userOne-to-many, responding user:

mass mailings targeted to defined audiencesOne-to-many, live interaction:

live information exchanged in real-timeOne-to-one, nonresponding user:

personalized messages to specific user needs or interestsOne-to-one, responding user:

specific use interests or needs One-to-one, live interaction:

sends and receives personalized user messages or carries on chat sessions addressing specific user needs or interests

One-to-Many, Non-Responding Example — One-to-Many, Non-Responding Example — theStandard.comtheStandard.com

One-to-Many, Non-Responding Example — One-to-Many, Non-Responding Example — theStandard.comtheStandard.com

One-to-Many, Responding User Example — One-to-Many, Responding User Example — BizRate.comBizRate.com

One-to-Many, Responding User Example — One-to-Many, Responding User Example — BizRate.comBizRate.com

One-to-Many, Live Interaction Example — Accrue 2000 Web One-to-Many, Live Interaction Example — Accrue 2000 Web SeminarSeminar

One-to-Many, Live Interaction Example — Accrue 2000 Web One-to-Many, Live Interaction Example — Accrue 2000 Web SeminarSeminar

One-to-One, Non-Responding User Example — Hallmark.comOne-to-One, Non-Responding User Example — Hallmark.comOne-to-One, Non-Responding User Example — Hallmark.comOne-to-One, Non-Responding User Example — Hallmark.com

One-to-One, Responding User Example — Amazon.comOne-to-One, Responding User Example — Amazon.comOne-to-One, Responding User Example — Amazon.comOne-to-One, Responding User Example — Amazon.com

One-to-One, Live Interaction Example — One-to-One, Live Interaction Example — LivePerson.comLivePerson.com

One-to-One, Live Interaction Example — One-to-One, Live Interaction Example — LivePerson.comLivePerson.com

6) A Firm’s Connection with 6) A Firm’s Connection with Other BusinessesOther Businesses

6) A Firm’s Connection with 6) A Firm’s Connection with Other BusinessesOther Businesses

Degree site is able to link to other sites Dimensions of connection

Links to sites Home site background Outsourced content Percent of home site content Pathway of connection Pathway of connection

Embedded, links maybe on server or another server

Connection ModelsConnection ModelsConnection ModelsConnection ModelsDestination site:

site generated with few linksHub site:

combination of site-generated and links to selective sitesPortal site:

absolute links to large numbers of other sitesAffiliate program:

direct users through links or site banners or other adsOutsourced content:

generated by third parties Meta-software:

utility and plug-in software application creation

Destination Example — NYTimes.comDestination Example — NYTimes.comDestination Example — NYTimes.comDestination Example — NYTimes.com

Hub Example — DrKoop.comHub Example — DrKoop.comHub Example — DrKoop.comHub Example — DrKoop.com

Portal Example — Yahoo.comPortal Example — Yahoo.comPortal Example — Yahoo.comPortal Example — Yahoo.com

Affiliate Program Example — Affiliate Program Example — Onhealth.com and Proflowers.comOnhealth.com and Proflowers.com

Affiliate Program Example — Affiliate Program Example — Onhealth.com and Proflowers.comOnhealth.com and Proflowers.com

Outsourced Content Example — Real.comOutsourced Content Example — Real.comOutsourced Content Example — Real.comOutsourced Content Example — Real.com

Meta-software Example — RUSure.comMeta-software Example — RUSure.com

7) Commerce7) Commerce7) Commerce7) Commerce

Dimensions of commerce Registration Shopping cart Security Credit-card approval One-click shopping Orders through affiliates Configuration technology Order tracking Delivery options

Commerce Pricing ModelsCommerce Pricing ModelsCommerce Pricing ModelsCommerce Pricing Models

Catalog pricing: preset by the seller

Auction pricing: highest bidder wins

Reverse auction pricing: sellers bid against each other

Demand aggregation pricing: buyer demand is aggregated to achieve economies of

scaleHaggle pricing:

users and site negotiate over price

Drill Down - Focus vs. InteractivityDrill Down - Focus vs. InteractivityDrill Down - Focus vs. InteractivityDrill Down - Focus vs. Interactivity

Bazaar

Theme Park

Mall

Shrine Theater Cafe

INTERACTIVITY

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Bolt.comBolt.comVoxCap.comVoxCap.com

iFilm.comiFilm.com

Trace.comTrace.com

ContactConsortium.com

ContactConsortium.comGames.yahoo.comGames.yahoo.com

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Women’s CancerConnection

Women’s CancerConnection

leonardodicaprio.comleonardodicaprio.com

Lab ExerciseLab Exercise

Install, configure, and test a Install, configure, and test a web serverweb server

Lab ExerciseLab Exercise

Install, configure, and test a Install, configure, and test a web serverweb server

Simple Web Server LogicSimple Web Server LogicSimple Web Server LogicSimple Web Server Logic

Accept ConnectionGenerate static or dynamic content and

return this content to web browserClose connectionAccept next connection

Static ContentStatic ContentStatic ContentStatic Content

Dynamic ContentDynamic ContentDynamic ContentDynamic Content

Website Website Server Server

PropertiesPropertiesWindow Window

Website Website Server Server

PropertiesPropertiesWindow Window