Module 4 Strategy Formulation Customer Interface ECOMMERCE Introduction

Module 4: Strategy Formulation: Customer Interface E-COMMERCE

Introduction • The customer interface is the virtual representation of a firm's chosen value proposition • Seven design elements of the customer interface (7 Cs) 1. Context 2. Content 3. Community 4. Customization 5. Communication 6. Connection 7. Commerce

The 7 Cs of Customer Interface Content: Site’s layout and design Context Commerce: Site’s capabilities to enable commercial transaction Connection: Degree site is linked to other sites Content Commerce Community Communication The way sites enable to site-to-user communication in 2 -way Connection Customization Communication Context: Text, pictures sound and video that webpages contains Community: The way sites enable usersto-users communication Customization: Site’s ability to self-tailor to different users to personalize site

Fit and Reinforcement of the 7 Cs Context Content Connection Business Model Community Communication Customization

Context Classification • Aesthetically Dominant: Emphasis is on the look-and-feel of the site. • Functionally Dominant: Emphasis is on the display of textual information. • Integrated: Balance of form and function.

Form vs. Function -The Design Context Frontier

Dimensions of Context • Function Refers to the organization and accessibility of information 1. 2. 3. 4. 5. 6. 7. Section Breakdown Linking Structure Navigation Tools Speed Reliability Platform Independence Media Accessibility

• Aesthetics Refers to characteristics of a site 1. Color Scheme 2. Visual Themes the visual

Content: Deciding What Information to Include • The CONTENT of a website refers to all the digital information on the site • Dimensions of Content – Offering Mix – Appeal Mix – Multimedia Mix – Timeliness Mix – Current Content – Reference Content

• Content Classifications – Product Dominant: Encompasses store sites that primarily sell physical goods üSuperstore üCategory Killer üSpecialty Store – Information Dominant: Encompasses store sites that focus heavily on information – Service Dominant: Encompasses store sites that focus on the services offered, often or a fee

A Framework to Understand Content Classifications NUMBER OF PRODUCT CATEGORIES

What Makes A Community? • Community includes a feeling of membership in a group along with a strong sense of involvement and shared common interests – Five components determine the shape of online communities: • • • Characteristics Member Motivation Member Participation Member Benefits Interaction Tool

Characteristics • The more evolved the community the more likely it is to have these six characteristics 1. Cohesion- the community develops a group identity 2. Effectiveness - the group has impact on members’ lives 3. Help- members feel comfortable asking for and receiving help from other members 4. Relationships - interaction between individuals leads to friendships 5. Language - members develop a specialized language and/or abbreviations with unique meaning within the community 6. Self-regulation- the group sets rules for its own interaction and develops a system for policing itself

Elements, Types, and Benefits How members participate in the community? Why members are motivated to join the community? Community Characteristics • Cohesion • Effectiveness • Help • Relationships • Language • Self-regulation Member Benefits • Need Fulfillment • Inclusion • Mutual Existence • Shared experiences/ Information Interaction Tool

Community Classifications 1. Nonexistant - sites that have no community offer no way for users to interact with one another, on either a one-to-one basis or one-to-many basis 2. Limited - sites that offer features such as reading and posting information, stories, or opinions

3. Strong- sites that offer interactive community functions such as chat rooms and message boards

Limited Community Example - Gillette Women’s Cancer Connection

Strong Community Example - Bolt. com

Customization: Creating an Individualized Website (1/2) • Customization refers to a site's ability to tailor itself to each user or to be tailored by the user. • Dimensions of Customization – Personalization: The user initiates and manages the customization process – Tailoring: Software dynamically publishes unique versions of the site to address specific user's interests, habits and needs more appropriately

Customization: Creating an Individualized Website (2/2) • Commonly used customization features: ü E-mail accounts ü Content and layout configuration ü Storage ü Agents

Customization by User Example – www. mylook. com

Communication: Keeping in Touch with Users (1/2) • Communication refers to the dialogue between a site and its users • Dimensions of Communication • – Broadcast • – Interactive

Communication: Keeping in Touch with Users (2/2) • Communication Archetypes – One-to-Many, Non-Responding User: • Site messages are announcements that users receive without needing to respond. – One-to-Many, Responding User: • Site messages are invitations to users to submit their comments and responses.

– One-to-One, Non-Responding User: • User receives personalized messages to address specific interests or needs without a need to respond. – One-to-One, Responding User: • User responds to personalized messages sent by the site.

One-to-One, Live Interaction Example: www. feu-eastasia. edu. ph

Connection: Linking with Other Websites • Connection is the degree to which a given site is able to link to other sites • Dimensions of Connection – Outside Links – Framed Links – Pop-Up Windows – Outsourced Content

Connections Classifications • Destination Site: Provides almost exclusively site-generated content with very few links to other sites • Hub Site: Provides a combination of site generated content and selective links to sites of related interests • Portal Site: Consists almost exclusively of links to a large number of other sites

Commerce: Enabling Financial Transactions (1/2) • Commerce refers to the sale of goods, products or services on the site. – Dimensions of Commerce • Functional tools that are the commerce enabling features of a website 1. 2. 3. 4. 5. 6. 7. 8. 9. Registration Shopping Cart Security Credit-card approval One-click shopping Orders through affiliates Configuration technology Order tracking Configuration

Commerce: Enabling Financial Transactions (2/2) • Commerce Classifications: – Low: These websites have the ability to process transactions, but with few of the tools that enable e-commerce. – Medium: Some websites have no need for all the commerce bells and whistles and contain financial transactions as a necessary feature but not as their main purpose. – High: These websites are fully equipped with all or almost all the functional tools that enable ecommerce.

Map of 7 Cs Framework CONTEXT Aesthetically Dominant Functionally Dominant Integrated CONTENT Product Dominant Information Dominant Service Dominant COMMUNITY Nonexistent Limited Strong CUSTOMIZATION Generic Moderately customized Highly customized COMMUNICATION One-to-many non -responding user One-to-many responding user One-to-one, Non-responding user CONNECTION Destination Hub Portal COMMERCE Low Medium High

www. yahoo. com • Evaluate the website of www. yahoo. com by mapping out the 7 C’s framework