Chapter 4

Interface Domain Names Typical design  Color  Layout Flash, music, and video Static vs. dynamic websites

Seven key elements of the customer experience Objective element  Function working  Links, calculation The perception element  How you feel about this website, company  Image, perception  Yahoo—portal site, google—search site The encounter element  Measure the process and output measures of the shopping experience  Two type of customer measures (use measures to improve websites) Output: number of visitors, conversion rates, average order size, frequency Process: how customer make a purchase, traffic patterns The reaction to Stimuli element  Stimuli: storefront design, layout, background music, brand presentation  How do customer respond to stimuli: positive or negative

Seven key elements of the customer experience (cont.) The sensory element  Visual, sound, touch, smell and taste  A smell can remind you certain products or experience The cognitive and emotional element  Cognitive: thoughtful, rational  Emotional: The relative element  Previous experience

Stages of Customer Experience Functionality (this site works well)  Usability and ease of navigation  Speed  Reliability  Security  Media accessibility Intimacy (they understand me)  Customization  Communication  Consistency  Trustworthiness  Exceptional value Evangelism (I love to share the story)  Taking the word to the market  Active community members  The company care about my opinion  Defender of the company

Steps in the process of creating a desirable customer experience Create a rich description of the target customer  A short story  A description Develop use-case scenarios for each target segment  Outline the scenarios that might bring a target customer to the website Effectively integrate the online and offline experience  Customer facing Buy online, return offline Buy offline, service online  Back office Logistics Demand driven (pull) or supply driven (push) Data base integration

Steps in the process of creating a desirable customer experience Articulate clear stages of desired experience  When they join our gold card member Effectively assess relative levels of hierarchy Highly leverage the evangelists  Freedom to coevolve the experience  Freedom to confront and challenge the firm  Preferred access to new ideas within the firm  Trickiness of economic incentives  Shrines, clubs, museum, and other “third places” Continuously monitor and adjust

Exercise Design a business model  Domain name  Web design  Create a rich description of the target customer  Develop use-care scenarios for each target segment  Effectively integrate the online and offline experience