Chapter 4 Customer Interface Chapter The 7 Cs

Chapter 4 Customer Interface Chapter

The 7 Cs of the Customer Interface Context Content Site’s layout and design Text, pictures, sound and video that web pages contain Commerce Community Site’s capabilities to enable commercial transactions The ways sites enable user-touser communication Connection Customization Degree site is linked to other sites Site’s ability to self-tailor to different users or to allow users to personalize the site Communication The ways sites enable site-touser communication or two-way communication

Fit and Reinforcement of Cs Business Model Individually Supporting Fit Context Content Community Customization Communication Consistent Reinforcement Connection Commerce

Form vs. Function: The Design Context Frontier High Integrated Aesthetically Dominant AESTHETIC/ FORM Frontier is gradually moving outward as technology advances Low Functionally. Dominant Low High FUNCTION

Form vs. Function

A Framework to Understand Offering -Dominating Archetypes Multiple NUMBER OF PRODUCT CATEGORIES Superstore Specialty Store Category Killer Single Narrow Broad DEPTH OF PRODUCT LINE

Content Archetypes vs Offering Types

Is Content King?

Communities: Elements, Types, and Benefits Elements of Community • Cohesion • Effectiveness Types of Communities Member Outcomes: Participation and Benefits Just Friends Degree of Participation Enthusiasts • Help • Relationships • Language • Self-regulation Friends in Need Fulfillment • Inclusion Players • Mutual Influence Traders • Shared Emotional Experiences

FOCUS Bazaar Theme Park Non-equilibrium state: Successfully-managed communities will move toward higher levels of interaction Focus vs. Interactivity Games. yahoo. com Vox. Cap. com Contact Consortium. com Bolt. com i. Film. com Mall Trace. com leonardodicaprio. com Women’s Cancer Connection Shrine Theater INTERACTIVITY Cafe

Commerce Origination vs Facilitation Commerce Origination Commerce Facilitation Commerce originating at a site. It is achieved through acquisition of new customers and loyalty building among existing customers Commerce facilitated through the intervention of a third party, directing traffic to a site. It can be achieved through affiliations and partnerships New Customer Acquisition Tools include: – Online advertising – Banner ads at other sites – URL listing in industry catalogs – Sponsorships of online events or of other site activities – Viral marketing – Marketing with the assistance of existing customers, who pass marketing messages along to friends or colleagues – Examples include marketing footers at the end of user email messages, prompts inviting users to send the site URL or the output of their activity on the site to others – Offline advertising – Advertisements on radio, television, movie theaters – Sponsorships of offline events, such as conferences on the New Economy Affiliations / Partnerships – How they work – Home site signs up other sites in a partnership/affiliation program – Affiliate sites place a link on their site that directs users to the home site – In some cases, a user gets directed to a site through an affiliate while remaining in the affiliate’s URL space – Participating affiliate sites receive a percentage cut (typically 5 -10%) on all sales generated at the home site as a result of clickthroughs from the affiliate sites – Incentives to affiliates – Financial: Affiliate sites receive a percentage of the sales they generate – Brand building: Being an affiliate to a wellknown brand increases visibility – Improved capabilities: By linking users to additional sites, affiliates can increase their breadth of offerings