7 c's of customer interface

Copyright © 2003 by Marketspace LLC

Customer Interface

Exhibits and Tables

Last Updated: 04/10/03Copyright 2003 by Marketspace LLC

Supporting Slide 5–A: The 7Cs of the Customer Interface

Context

Site’s layout and design

Commerce

Site’s capabilities to enable commercial transactions

Connection

Degree site is linked to other sites

Communication

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

communication

Customization

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

to personalize the site

Community

The ways sites enable user-to-user communication

Content

Text, pictures, sound, and video that webpages contain


Chapter 5:

Customer Interface

What Are the Seven Elements of Customer Interface?

A Closer Look at the Dimensions of the 7Cs

Examine Fit and Reinforcement of the 7Cs

Conclusion

Case Study of the 7Cs With EBay’s Interface


Supporting Slide 5–B: Dimensions of Context

The context of a site can take many different forms; the two key context dimensions are function and aesthetics:

Function Function

The layout of the site:

– Section breakdown

– Linking structure

– Navigation tools

The layout of the site:

– Section breakdown

– Linking structure

– Navigation tools

AestheticsAesthetics

The visual characteristics of the site:

– Colors

– Graphics

– Photographs

– Font choices

The visual characteristics of the site:

– Colors

– Graphics

– Photographs

– Font choices


Exhibit 5–1: Functional Design: CEOExpress

Site is designed to make information easy to retrieve.

Site aggregates business information. Much of the content is

made up of third-party feeds.


Exhibit 5–2: Aesthetic design: Apple.com

Use of white space creates sense of calm and draws the

eye to the products.

Navigation options are extensive, but not

overwhelming.

Top-level tabs indicate depth of available

content.


Exhibit 5–3: Hybrid Design: Territory Ahead

Exotic locales appeal to armchair

adventurers.

Product descriptions reinforce sense of place and identification with

exploration.


Exhibit 5–4: Lands’ End and Diesel

Diesel stresses “insider” content outside the

mainstream.

Lands’ End reassures with classic colors and designs.


Exhibit 5–5: Context: Bluefly.com Homepage

Categories are intuitive and graphically appealing.

Use of contrasting, bright colors on white background draws the eye and is an effective

call to action.

Value proposition is clearly stated.

Search is present, but not obvious.


Exhibit 5–6: Context: Bluefly.com Designer Page

Text reinforces brand image.

Certain inventory is highlighted.

Use of shades of blue colorblocks is

consistent throughout site.


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3

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4

5

Supporting Slide 5–C: Six Ways to Create a Good Customer Interface

6

Mark Hurst, founder and president of Creative Good Inc., offers six ways to create a good customer interface:

Note: Creative Good’s websites are found at www.creativegood.com and www.goodexperience.com

Make your site QUICKMake your site QUICK

Make your site EASYMake your site EASY

Get an OUTSIDE OPINIONGet an OUTSIDE OPINION

Use CLEAR CATEGORIESUse CLEAR CATEGORIES

Use CLEAR PRODUCT NAMESUse CLEAR PRODUCT NAMES

Offer a good SEARCHOffer a good SEARCH


Supporting Slide 5–D: Dimensions of Content

Content refers to all digital information included on the site. There are four key dimensions to content, each carrying choices about how to convey the site’s content:

Dimension

Choices

Offering Mix Appeal MixMultimedia

MixContent Type

Products

Services

Information

Cognitivefunctional, low price,

availability,etc.

Emotionalhumor,warmth,stories,

etc.

Text

Audio

Video

Image

Graphics

Currenthighly

time-sensitiveBloomberg, Reuters, etc.

Referenceless

time-sensitiveNYTimes.com,

etc.


Exhibit 5–7: Content: REI.com

Informative and community content provide emotional appeal.

Front page promotions change frequently and have cognitive appeal.


Supporting Slide 5–E: Point-Counterpoint:

Do Graphics Enhance or Encumber Website Usability?

Graphics Enhance Graphics Encumber

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

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

Point-Counterpoint


Supporting Slide 5–F: Dimensions of Customization

Customization of a site can occur in many different ways:

Personalization PersonalizationLog-in Registration

– The site recognizes returns users and configures itself accordingly

Cookies– Temporarily files that track and gather data

about user’s behavior

Personalized E-mail Accounts– Provided free-of-charge to site users

Content and Layout Configuration– Selection is based on users interests

Storage– Sites provide virtual hard-disk storage

– Agents– Designed to perform simple tasks e.g.

notify via email when a product is in stock

Log-in Registration– The site recognizes returns users and

configures itself accordingly

Cookies– Temporarily files that track and gather data

about user’s behavior

Personalized E-mail Accounts– Provided free-of-charge to site users

Content and Layout Configuration– Selection is based on users interests

Storage– Sites provide virtual hard-disk storage

– Agents– Designed to perform simple tasks e.g.

notify via email when a product is in stock

TailoringTailoringBased on Past User Behavior

– Many sites adjust themselves dynamically based on a user’s behavior and preferences

Based on Behavior of Other Users With Similar Preferences

– Some sites make recommendations to the user based on preferences of other users with similar profiles

Based on Past User Behavior– Many sites adjust themselves

dynamically based on a user’s behavior and preferences

Based on Behavior of Other Users With Similar Preferences

– Some sites make recommendations to the user based on preferences of other users with similar profiles


Supporting Slide 5–G: Dimensions of CommunicationCommunication between a site and its users can occur in many different ways:

Broadcast Broadcast

Mass Mailings– Broadcast transmissions of large volumes

of e-mail targeted at large audiences

FAQs– Answers to frequently asked questions

E-Mail Newsletters– Inform site subscribers of site changes,

special offers, etc.

Content-Update Notifications– E-mail reflecting user interest in a

particular content area

Broadcast Events– Events can be broadcast from a website

(webcast) that allows limited user control

Mass Mailings– Broadcast transmissions of large volumes

of e-mail targeted at large audiences

FAQs– Answers to frequently asked questions

E-Mail Newsletters– Inform site subscribers of site changes,

special offers, etc.

Content-Update Notifications– E-mail reflecting user interest in a

particular content area

Broadcast Events– Events can be broadcast from a website

(webcast) that allows limited user control

InteractiveInteractive

E-Commerce Dialogue– Organizations and users trade e-mails

regarding order placement, tracking and fulfillment

Customer Service– Organizations can provide customer

service through trading e-mails or live online dialogue

User Input– User-generated content such a supplier

ratings and user feedback to the site

E-Commerce Dialogue– Organizations and users trade e-mails

regarding order placement, tracking and fulfillment

Customer Service– Organizations can provide customer

service through trading e-mails or live online dialogue

User Input– User-generated content such a supplier

ratings and user feedback to the site


Supporting Slide 5–H: Dimensions of Connection

Home Site Background Outsourced ContentLinks

% of Home Site Content Pathway of Connection

?

Sites connect with other businesses in the following ways:

KEY

Home site

Connected Sites

Links can take the user completely outside of the

home site Links can take the user to a new site, but the home site is still in the

background

Site content is derived from third parties

%?

What percentage of content originates from the home site and how much is outsourced?

Does the site lead users to other sites, or does it simply retrieve information from outside sites?


Supporting Slide 5–I: Drill Down – Online and Offline Integration of

the Customer Interface

All the elements of the online interface also can be replicated offline:Integration of Online and Offline Interfaces

Context J.Crew stores use open space and natural light, store colors match store to store and match the colors of the clothing The stylish look-and-feel of the physical store match the look of the jccrew.com site

Content Barnes and Noble bookstores offer a large selection of books, discounts, access to information by using in-store computer terminals and customer service bn.com offerings are nearly identical, the site provides the same easy access to information and prices but through powerful search software

Community Border bookstores host events at select stores for author readings and book signings where readers can interact with each other Evite.com, an online event invitation site, hosted a pool bar gathering for its local members providing users an opportunity to physically meet

Customization Levis costumers can order jeans made-to-order just for them, airlines can automatically assign customers to their preferences of aisle or window seating

CommunicationStores can send catalogs or newsletter, provide personalized alerts to customersCustomers can submit surveys generated by the store and ask for live assistance either in person or via phone

ConnectionStores in large shopping malls are closely located to a number of other stores, travel agencies provide links to airlines, hotels, cruise-line operators, Coca-Cola partners with McDonald’s to increase sales

CommerceStores provide transaction capabilities such as shopping carts, security, credit-card and personal-check verification, custom gift


Supporting Slide 5–J: Dimensions of Commerce

There are many tools that sites provide to originate and facilitate commerce:

Functional Tools of Commerce Functional Tools of Commerce

Registration– Allows the site to store information about

users and user preferences

Shopping Cart– Users can place items in their personal,

virtual shopping cart and buy them immediately or on another visit to the site

Security– Attempt to guarantee the security of

transactions and related data through encryption and authentication technologies

Credit-Card Approval– The ability to receive instant credit

approval for credit card purchases through electronic links to clearance houses

Registration– Allows the site to store information about

users and user preferences

Shopping Cart– Users can place items in their personal,

virtual shopping cart and buy them immediately or on another visit to the site

Security– Attempt to guarantee the security of

transactions and related data through encryption and authentication technologies

Credit-Card Approval– The ability to receive instant credit

approval for credit card purchases through electronic links to clearance houses

One-Click Shopping– A patented feature that allows users to

place and order products with a single click

Orders Through Affiliates– Sites must be able to track orders that

come from and go to affiliates

Configuration Technology– Users can test product compatibility with

the aid of configurator software

Order Tracking– The ability to check the delivery status

Delivery Options– Users have a choice of options to specify

their desired speed and cost of delivery

One-Click Shopping– A patented feature that allows users to

place and order products with a single click

Orders Through Affiliates– Sites must be able to track orders that

come from and go to affiliates

Configuration Technology– Users can test product compatibility with

the aid of configurator software

Order Tracking– The ability to check the delivery status

Delivery Options– Users have a choice of options to specify

their desired speed and cost of delivery


Chapter 5:

Customer Interface




Conclusion



Exhibit 5–10: Fit and ReinforcementThe success of a business depends on the extent that all of the Cs work together to support the value proposition and business model:


Chapter 5:

Customer Interface




Conclusion



Exhibit 5–11: The 7Cs and Design Strategies

The 7Cs Goals for Site Design

Context Function: Site should load quickly, have good information architecture, and have an effective search.Aesthetics: Design should reflect brand and customer experience offline; use multimedia sparingly, if at all.

Content Provide content to address both cognitive and emotional appeal. Keep the homepage simple, with effective calls to action. Make sure site content is regularly updated.

Community Community is not applicable to every Internet venture. If site provides community activities, make sure that participants and their messages reinforce the brand.

Customization Site visitors are drawn to customization and personalization. If possible, design an interface that individuals can interact with and modify.

Communication Make sure customers have “opted in” to broadcast messaging. Place customer service information prominently throughout the site. Post a privacy policy and be vigilant about enforcing it.

Connection Customers may be wary of sites that make it difficult to find appropriate information. Consider supplying links to third-party sites whose content complements your own.

Commerce Provide secure checkout that asks only for necessary information, protects customer privacy, reveals shipping costs upfront, allows order tracking, and supplies customer service and order confirmation data.

The following exhibits summarizes each of the 7Cs and their associated design goals


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.


Chapter 5:

Customer Interface




Conclusion



Exhibit 5–12: EBay’s Homepage

Standard navigation bar follows you

throughout your eBay visit.

Standard navigation bar follows you

throughout your eBay visit.

Searching is made easy by this

prominently placed text-entry box.

Searching is made easy by this

prominently placed text-entry box.

Special features area reflects current

holidays or themes.

Special features area reflects current

holidays or themes.

Features items rise to the top for an added

listing fee.

Features items rise to the top for an added

listing fee.

Top categories from the 18,000 on the site

promote quick navigation.

Top categories from the 18,000 on the site

promote quick navigation.

Other eBay sites for niche audiences

receive prominent display.

Other eBay sites for niche audiences

receive prominent display.


Exhibit 5–13: EBay Mix of Product and Information

EBay-provided

categories

EBay-provided

categories

User-provided

description

User-provided

description

User-provided

photograph

User-provided

photograph

EBay-provided viewing choices

EBay-provided viewing choices


Exhibit 5–14: EBay Services


Exhibit 5–15: EBay Customization Through “My eBay”


Exhibit 5-16: EBay Personalization Through "My EBay"

Type of User Activity

Buyers View items within a 30-day window that they have either bid on, won, or are currently watching

Sellers View items within a 30-day window that they are selling or have already sold

All Conduct favorite searches and view favorite categories

All View account status

All View all user feedback ever received

All General site preferences can be set


Exhibit 5–17: Feedback Forum—An Individual’s Card


Exhibit 5–18: Linked Sites

These are all off-site links.These are all off-site links.


Exhibit 5–19: EBay’s Reinforcement Web

ConnectionConnection

Ultimate destination No links to other content

sites


sites

CustomizationCustomization

User-customizable Priority items only

(bidding / selling) Prompt information driven



CommunityCommunity

Active user base Shared transaction

experience EBay interfaces

transactions



transactions

One-Stop Shop

TradeOnly

SupportServices

AuctionFormat

CommerceCommerce

Auction format Fixed-price format Facilitator role No inventories


ContextContext

Functional layout Effective design Ease-of-use aesthetic Mostly text-based


ContentContent

Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date


CommunicationCommunication

Highly interactive site Mostly two-way Limited mass

communication


communication

TradingInformation


Exhibit 5–20: EBay’s Reinforcement Web—Support Services






CommunityCommunity



transactions



transactions

One-Stop Shop

TradeOnly

SupportServices

CommunicationCommunicationAuctionFormat

Context Commerce

Connection

• Ultimate destination• No links to other

content sites

• Auction format• Fixed-price format• Facilitator role• No inventories

• Functional layout• Effective design• Ease-of-use aesthetic• Mostly text-based

Content

• Primary: product/info• Secondary: services• Functional appeal• Narrowband• Up-to-date


communication


communication

TradingInformation


Exhibit 5–21: EBay’s Reinforcement Web — Trading Information

Connection


content sites

Customization

• User-customizable• Priority items only

(bidding / selling)• Prompt information

driven

Community

• Active user base• Shared transaction

experience• EBay interfaces

transactions

One-Stop Shop

TradeOnly

SupportServices

AuctionFormat

Commerce


ContextContext



ContentContent



Communication

• Highly interactive site• Mostly two-way• Limited mass

communication

TradingInformation


Exhibit 5–22: EBay’s Reinforcement Web — Trade Only

Connection


content sites






Community



transactions

One-Stop Shop

TradeOnly

SupportServices

AuctionFormat

Commerce


ContextContext



ContentContent



Communication

• Highly interactive site• Mostly two-way• Limited mass

communication

TradingInformation


Exhibit 5–23: EBay’s Reinforcement Web — Auction Format

Connection


content sites

Customization



driven

Community



transactions

One-Stop Shop

TradeOnly

SupportServices

AuctionFormat

CommerceCommerce



Context

• Functional layout• Effective design• Ease-of-use aesthetic• Mostly text-based

Content

• Primary: product/info• Secondary: services• Functional appeal• Narrowband• Up-to-date



communication


communication

TradingInformation


Exhibit 5–24: EBay’s Reinforcement Web — One-Stop Shop

ConnectionConnection


sites


sites

Customization



driven

Community



transactions

One-Stop Shop

TradeOnly

SupportServices

AuctionFormat

CommerceCommerce



ContextContext



ContentContent





communication


communication

TradingInformation

7 c's of customer interface

Education

Transcript of 7 c's of customer interface