Transcript Communication

chapter
5
Customer Interface
Hua Ying
University of International Business and Economics
Review — go back …
Step 2
Step 3
Formulating the
Marketing Strategy
Designing
the
Customer
Experience
Step 1
Framing the
Market
Opportunity
Step 4
Crafting the
Customer
Interface
Step 7
Evaluating
the
Marketing
Program
Step 6
Leveraging Customer
Information Through
Technology
Step 5
Designing the
Marketing Program
Customer Interface — Today’s
Objectives

Objectives will be to:

Understand the seven elements of customer interface -- the “7Cs”

Explore the significance of user interface – purchase involvement

Take a closer look at the dimensions of the 7Cs

Apply the 7Cs to a real-world example
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
The 7Cs of the Customer Interface
1.
2.
3.
4.
5.
6.
7.

Site’s layout and design

Text, pictures, sound and video that web
pages contain

The ways sites enable user-to-user
communication

Site’s 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

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

Case Study of the 7Cs With EBay’s Interface

Conclusion
Exhibit 5.2: Function Design:
CEOExpress
Exhibit 5.13: EBay’s Homepage
Dimensions of Content
Offering Mix
Appeal Mix
Content
Multimedia Mix
Content Type
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
Commerce
Order Tracking
Credit Card Approval
Delivery Options
One-Click Shopping
Exhibit 5.11: Fit and Reinforcement
Group Work: Analyze 7Cs of Websites

www.landsend.com

www.eBay.com
Group Work: Analyze 7Cs of Websites

www.landsend.com

www.eBay.com
Images – Zoom & Color Change
My Fit – Personal Size Recommendations
Virtual Model

Second
most
popular
tool
• 34%
higher
convers
ion rate
• 8%
higher
average
order
value
Custom Clothing
• Custom
products are
17% of the units
sold of similar
styles over the
last 12 months
on
landsend.com
• 23% higher
retention rate
• 88% higher
annual spend
Group Work: Analyze 7Cs of Websites

www.landsend.com

www.eBay.com
EBay’s Reinforcement Web
Customer Interface — Conclusion

Because of the Internet, “face-to-face” encounters common in the
traditional retail environment have been widely replaced by “screento-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.