Copyright © 2003 by Marketspace LLC Mohammed, Fisher, Jaworski, Paddison Internet Marketing, 2 nd Ed Chapter 5 Lecture Slides Customer Interface Exhibits and Tables

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Customer Interface — Today’s Objectives  Objectives will be to: Understand the seven elements of customer interface — the “7Cs” Take a closer look at the dimensions of the 7Cs Examine fit and reinforcement of the 7Cs Apply the 7Cs to a real-world example — eBay

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC 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 Chapter 5: Customer Interface

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

Last Updated: 04/10/03 Copyright  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

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

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC 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 The layout of the site: –Section breakdown –Linking structure –Navigation tools The layout of the site: –Section breakdown –Linking structure –Navigation tools Aesthetics The visual characteristics of the site: –Colors –Graphics –Photographs –Font choices The visual characteristics of the site: –Colors –Graphics –Photographs –Font choices

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

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

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–3: Hybrid Design: Territory Ahead Exotic locales appeal to armchair adventurers. Product descriptions reinforce sense of place and identification with exploration.

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–4: Lands’ End and Diesel Diesel stresses “insider” content outside the mainstream. Lands’ End reassures with classic colors and designs.

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

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

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC 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 and Make your site QUICK Make your site EASY Get an OUTSIDE OPINION Use CLEAR CATEGORIES Use CLEAR PRODUCT NAMES Offer a good SEARCH

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC 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 MixAppeal Mix Multimedia Mix Content Type Products Services Information Cognitive functional, low price, availability, etc. Emotional humor, warmth, stories, etc. Text Audio Video Image Graphics Current highly time-sensitive Bloomberg, Reuters, etc. Reference less time-sensitive NYTimes.com, etc.

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–7: Content: REI.com Informative and community content provide emotional appeal. Front page promotions change frequently and have cognitive appeal.

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–8: Content: Burton.com Visitor can view video, read a bio, find out what gear this rider uses, and view stills. Site is aimed at snowboarding enthusiasts, not beginners. Commerce is secondary to brand reinforcement on the Burton site.

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Supporting Slide 5–E: Point-Counterpoint: Do Graphics Enhance or Encumber Website Usability? Point-Counterpoint

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Supporting Slide 5–F: Dimensions of Customization Customization of a site can occur in many different ways: Personalization 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 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 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 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 Tailoring 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 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

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–9: Customization & Personalization: Lands’ End Customers are able to virtually “try on” outfits by creating a model with a body shape that matches their own. Customers can receive clothing recommendations based on their stated preferences.

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Supporting Slide 5–G: Dimensions of Communication Communication between a site and its users can occur in many different ways: Broadcast Mass Mailings –Broadcast transmissions of large volumes of targeted at large audiences FAQs –Answers to frequently asked questions Newsletters –Inform site subscribers of site changes, special offers, etc. Content-Update Notifications – 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 targeted at large audiences FAQs –Answers to frequently asked questions Newsletters –Inform site subscribers of site changes, special offers, etc. Content-Update Notifications – reflecting user interest in a particular content area Broadcast Events –Events can be broadcast from a website (webcast) that allows limited user control Interactive E-Commerce Dialogue –Organizations and users trade s regarding order placement, tracking and fulfillment Customer Service –Organizations can provide customer service through trading s 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 s regarding order placement, tracking and fulfillment Customer Service –Organizations can provide customer service through trading s or live online dialogue User Input –User-generated content such a supplier ratings and user feedback to the site

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Supporting Slide 5–H: Dimensions of Connection Home Site BackgroundOutsourced ContentLinks % of Home Site ContentPathway 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?

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC 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  Communication  Stores can send catalogs or newsletter, provide personalized alerts to customers  Customers can submit surveys generated by the store and ask for live assistance either in person or via phone  Connection  Stores 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  Commerce  Stores provide transaction capabilities such as shopping carts, security, credit-card and personal-check verification, custom gift

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Supporting Slide 5–J: Dimensions of Commerce There are many tools that sites provide to originate and facilitate 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

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

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–10: Fit and Reinforcement The success of a business depends on the extent that all of the Cs work together to support the value proposition and business model:

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

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–11: The 7Cs and Design Strategies The 7CsGoals for Site Design ContextFunction: 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. ContentProvide content to address both cognitive and emotional appeal. Keep the homepage simple, with effective calls to action. Make sure site content is regularly updated. CommunityCommunity is not applicable to every Internet venture. If site provides community activities, make sure that participants and their messages reinforce the brand. CustomizationSite visitors are drawn to customization and personalization. If possible, design an interface that individuals can interact with and modify. CommunicationMake 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. ConnectionCustomers 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. CommerceProvide 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

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

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

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–12: EBay’s Homepage Standard navigation bar follows you throughout your eBay visit. Searching is made easy by this prominently placed text-entry box. Special features area reflects current holidays or themes. Features items rise to the top for an added listing fee. Top categories from the 18,000 on the site promote quick navigation. Other eBay sites for niche audiences receive prominent display.

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–13: EBay Mix of Product and Information EBay- provided categories User- provided description User- provided photograph EBay-provided viewing choices

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–14: EBay Services

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–15: EBay Customization Through “My eBay”

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5-16: EBay Personalization Through "My EBay" Type of UserActivity BuyersView items within a 30-day window that they have either bid on, won, or are currently watching SellersView items within a 30-day window that they are selling or have already sold AllConduct favorite searches and view favorite categories AllView account status AllView all user feedback ever received AllGeneral site preferences can be set

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–17: Feedback Forum—An Individual’s Card

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–18: Linked Sites These are all off-site links.

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–19: EBay’s Reinforcement Web Connection Ultimate destination No links to other content sites Ultimate destination No links to other content sites Customization User-customizable Priority items only (bidding / selling) Prompt information driven User-customizable Priority items only (bidding / selling) Prompt information driven Community Active user base Shared transaction experience EBay interfaces transactions Active user base Shared transaction experience EBay interfaces transactions One-Stop Shop Trade Only Support Services Auction Format Commerce Auction format Fixed-price format Facilitator role No inventories Auction format Fixed-price format Facilitator role No inventories Context Functional layout Effective design Ease-of-use aesthetic Mostly text-based Functional layout Effective design Ease-of-use aesthetic Mostly text-based Content Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date Communication Highly interactive site Mostly two-way Limited mass communication Highly interactive site Mostly two-way Limited mass communication Trading Information

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–20: EBay’s Reinforcement Web—Support Services Customization User-customizable Priority items only (bidding / selling) Prompt information driven User-customizable Priority items only (bidding / selling) Prompt information driven Community Active user base Shared transaction experience EBay interfaces transactions Active user base Shared transaction experience EBay interfaces transactions One-Stop Shop Trade Only Support Services Communication Auction Format ContextCommerce 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 Highly interactive site Mostly two-way Limited mass communication Highly interactive site Mostly two-way Limited mass communication Trading Information

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–21: EBay’s Reinforcement Web — Trading Information Connection Ultimate destination No links to other 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 Trade Only Support Services Auction Format Commerce Auction format Fixed-price format Facilitator role No inventories Context Functional layout Effective design Ease-of-use aesthetic Mostly text-based Functional layout Effective design Ease-of-use aesthetic Mostly text-based Content Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date Communication Highly interactive site Mostly two-way Limited mass communication Trading Information

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–22: EBay’s Reinforcement Web — Trade Only Connection Ultimate destination No links to other content sites Customization User-customizable Priority items only (bidding / selling) Prompt information driven User-customizable Priority items only (bidding / selling) Prompt information driven Community Active user base Shared transaction experience EBay interfaces transactions One-Stop Shop Trade Only Support Services Auction Format Commerce Auction format Fixed-price format Facilitator role No inventories Context Functional layout Effective design Ease-of-use aesthetic Mostly text-based Functional layout Effective design Ease-of-use aesthetic Mostly text-based Content Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date Communication Highly interactive site Mostly two-way Limited mass communication Trading Information

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–23: EBay’s Reinforcement Web — Auction Format Connection Ultimate destination No links to other 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 Trade Only Support Services Auction Format Commerce Auction format Fixed-price format Facilitator role No inventories Auction format Fixed-price format Facilitator role No inventories 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 Highly interactive site Mostly two-way Limited mass communication Highly interactive site Mostly two-way Limited mass communication Trading Information

Last Updated: 04/10/03 Copyright  2003 by Marketspace LLC Exhibit 5–24: EBay’s Reinforcement Web — One-Stop Shop Connection Ultimate destination No links to other content sites Ultimate destination No links to other 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 Trade Only Support Services Auction Format Commerce Auction format Fixed-price format Facilitator role No inventories Auction format Fixed-price format Facilitator role No inventories Context Functional layout Effective design Ease-of-use aesthetic Mostly text-based Functional layout Effective design Ease-of-use aesthetic Mostly text-based Content Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date Primary: product/info Secondary: services Functional appeal Narrowband Up-to-date Communication Highly interactive site Mostly two-way Limited mass communication Highly interactive site Mostly two-way Limited mass communication Trading Information