Transcript What Are the Seven Elements of Customer Interface?

chapter
5
Customer Interface
McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Customer Interface — Today’s
Objectives

Objectives will be to:
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Understand the seven elements of customer interface — the
“7Cs”
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Explore the significance of the user interface
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Take a closer look at the dimensions of the 7Cs
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Apply the 7Cs to a real-world example — eBay
Chapter 5: Customer Interface
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What Are the Seven Elements of Customer Interface?
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A Closer Look at the Dimensions of the 7Cs
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Case Study of the 7Cs With EBay’s Interface
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Conclusion
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
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Conclusion
The 7Cs of the Customer Interface
1.
2.
3.
4.
5.
6.
7.
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Site’s layout and design
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Text, pictures, sound and video that
webpages contain
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The ways sites enable user-to-user
communication
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Site’s ability to self-tailor to different users
or to allow users to personalize the site
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The ways sites enable site-to-user
communication or two-way communication
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Degree site is linked to other sites
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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
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Case Study of the 7Cs With EBay’s Interface
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Conclusion
Exhibit 5.2: Function Design:
CEOExpress
Exhibit 5.3: Aesthetic Design:
Apple.com
Exhibit 5.4: Hybrid Design: Territory
Ahead
Dimensions of Context
Function
- Section Breakdown
- Linking Structure
- Navigation tools
Aesthetics
Impact on Performance and Usability
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 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

Community
Community can create
attractive content
Community
Community can make
certain activities possible or
easier, thus satisfying
needs not attainable
individually
Dimensions of Customization
Personalization
Customization
Tailoring by Site
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

Exhibit 5.10: Customization &
Personalization: Lands’ End
Dimensions of Communication
Broadcast
Communication
Interactive
Dimensions of Communication
Broadcast
Mass Mailings
FAQs
E-Mail Newsletters
Content Update Notifications
Broadcast Events

Interactive
E-Commerce Dialogue
Customer Service
User Input

Dimensions of Connection
Links to Sites
Homesite Background
Connection
Outsourced Content
Percent of Homesite Content
Pathway of Connection
Dimensions of Commerce
Registration
Orders Through
Affilates
Shopping Cart
Configuration
Technology
Security
Connection
Order Tracking
Credit Card Approval
Delivery Options
One-Click Shopping
Online/Offline Integration of the 7Cs
Online
Offline
Context
Context
Content
Content
Integration
Community
Community
Consistency
Customization
Customization
Synergy
Communication
Communication
Connection
Connection
Commerce
Commerce
Exhibit 5.11: Fit and Reinforcement
Fit and Reinforcement of 7Cs
Business Model
Individually Supporting Fit
Context
Content
Community
Customization
Communication
Consistent Reinforcement
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
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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
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Because of the Internet, “face-to-face” encounters common in the
traditional retail environment have been widely replaced by “screento-face” interactions.
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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.