Transcript Chapter Sixteen: Customer Interface

Customer Interface
Agenda
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What are the seven design elements of the customer
interface?
What determines the look-and-feel of the site?
What are the dimensions of content?
Why be concerned with community?
What are the levers used to customize a site?
What types of communication can a firm maintain
with its customer base?
How does a firm connect with other businesses?
What are the main features of commerce that support
the various aspects of trading transactions?
Seven Design Elements of
Customer Interface
Context
Site’s layout and design
Content
Text, pictures, sound and video that webpages
contain
Community
The ways sites enable user-to-user
communication
Customization
Site’s ability to self-tailor to different users or to
allow users to personalize the site
Communication
The ways sites enable site-to-user
communication or two-way communication
Connection
Degree site is linked to other sites
Commerce
Site’s capabilities to enable commercial
transactions
What Determines the
Look-and-Feel of Design?
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Context: look-and-feel of a screen-to-face customer
interface.
Dimensions of Context: Function and Aesthetics
Function
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Factors Critical in Site Layout:
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Performance of Site:
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Section Breakdown, Linking Structure & Navigation Tools
Speed, Reliability, Platform Independence, Media
Accessibility and Usability
Aesthetics
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Color Scheme & Visual Themes
What are the
Dimensions of Content?
 Content
refers to any digital information
included on a website, e.g. audio, video,
images and text.
 Dimensions of Content:
 Offering
Mix
 Appeal Mix
 Multimedia Mix
 Content Type
Why Community?
 Sense
of community can encourage
customers to return to a website
primarily because:
 Community
can create attractive content
 Community can make certain activities
possible or easier, thus satisfying needs
not attainable individually.
What are the Levers Used to
Customize a Site?
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Customization: To better address individual
needs, a site can be altered by the user or by
the organization.
 Dimensions of Customization:
Personalization and Tailoring
 Personalization: Login registration, cookies,
personalized email account, content and
layout configurations, storage and agents.
 Tailoring: based on past behavior or behavior
of other users with similar preferences.
What Types of Communication can a
Firm Maintain with its Customer Base
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Communication refers to the dialogue that is
initiated by the firm.
Dimensions of Communication:
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Broadcast
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Interactive
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Mass mailings, FAQs, email newsletters, content
update notifications, broadcast events
E-commerce dialogue, customer service, user input
Hybrid
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Combination of broadcast and interactive
How does a Firm Connect
With Other Businesses?
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Connection is the degree to which a given
site is able to “link” to other sites through a
hypertext jump, or hyperlink, from one
webpage to another.
 Dimensions of Connection:
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Links to Sites
Homesite Background
Outsourced Content
Percentage of Homesite Content
Pathway of Connection
What are the
Dimensions of Commerce?
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Commerce capabilities are those features of the
customer interface that support the various aspects
of trading transactions.
Dimensions of Commerce:
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Registration
Shopping Cart
Security
Credit Card Approval;
One-click Shopping
Orders Through Affiliates
Configuration Technology
Order Tracking
Delivery Options