chapter 4 customer interface
DESCRIPTION
e-commerce. Chapter 4 Customer Interface. Overview of Customer Interface. Technology-mediated customer interface Shift to “screen-to-face” interface Types of interfaces available “Look-and-feel” of the website Commerce activities Communities in the business model 7Cs framework. Questions. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/1.jpg)
Chapter 4
Customer Interface
e-commerce
![Page 2: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/2.jpg)
CAS-COD-Prez-Date-CTL
Confidential
2
Overview of Customer Interface
– Technology-mediated customer interface
– Shift to “screen-to-face” interface
– Types of interfaces available
– “Look-and-feel” of the website
– Commerce activities
– Communities in the business model
– 7Cs framework
![Page 3: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/3.jpg)
CAS-COD-Prez-Date-CTL
Confidential
3
Questions
What are the seven design elements to the customer interface?
What are the alternative “look-and-feel” approaches to design?
What are the five content archetypes?
Why be concerned with community?
What are the levers used to customize a site?
What types of communication can a firm maintain with its customer base?
How does a firm connect with other businesses?
What are alternative pricing models of commerce archetypes?
![Page 4: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/4.jpg)
CAS-COD-Prez-Date-CTL
Confidential
4
Seven Design Elements
The 7Cs Framework for customer designInterface is the virtual interfaceWorth visiting?What products or services?What messages does it communicate: exclusivity, low price, or ease of use?
![Page 5: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/5.jpg)
CAS-COD-Prez-Date-CTL
Confidential
5
Definitions and Simple Illustrations
Context – aesthetic and functional look and feel
Content – digital subject matter such as text, video, audio, graphics
Community – interaction between users
Customization – tailor itself or be tailored by user
Communication – dialogue between site and users
Connection – formal linkages between sites
Commerce – sale of goods, products services on site
![Page 6: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/6.jpg)
CAS-COD-Prez-Date-CTL
Confidential
6
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 web pages contain
![Page 7: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/7.jpg)
CAS-COD-Prez-Date-CTL
Confidential
7
Building Fit and Reinforcement
Fit – extent each of 7Cs individually support the business model Reinforcement – aesthetic context of the site
![Page 8: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/8.jpg)
CAS-COD-Prez-Date-CTL
Confidential
8
Fit and Reinforcement of Cs
ContextContext ContentContent CommunityCommunity CustomizationCustomization CommunicationCommunication ConnectionConnection CommerceCommerce
Business ModelBusiness Model
Consistent Reinforcement
Individually Supporting Fit
![Page 9: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/9.jpg)
CAS-COD-Prez-Date-CTL
Confidential
9
Performance of Lands’ End Site
![Page 10: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/10.jpg)
CAS-COD-Prez-Date-CTL
Confidential
10
Look-and-Feel of the Design
Context
– Look and feel of a screen-to-face customer interface
– Includes website, PDA, cell phone
![Page 11: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/11.jpg)
CAS-COD-Prez-Date-CTL
Confidential
11
Dimensions to Context
Function Organized into sets of pages Provides means to navigate through pages Section breakdown Linking structure Navigation tools Performance dimensions
– Speed – site page
– Reliability – lack of downtime
– Platform independence
– Media accessibility – download in various platforms
– Usability – navigation ease
![Page 12: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/12.jpg)
CAS-COD-Prez-Date-CTL
Confidential
12
Aesthetic and Tips
Aesthetic Color scheme Visual themes
Usability Tips and Tricks Quick Easy Search capability Get outside opinion Clear categories Clear product names
![Page 13: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/13.jpg)
CAS-COD-Prez-Date-CTL
Confidential
13
Exhibit 4-4: Form vs. Function — The Design Context Frontier
Integrated
Aesthetically Dominant
HighLow
High
Low
FUNCTION
AESTHETIC/FORM
Functionally-Dominant
Frontier is gradually moving
outward as technology advances
![Page 14: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/14.jpg)
CAS-COD-Prez-Date-CTL
Confidential
14
Aesthetic Example — KMGI.com
![Page 15: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/15.jpg)
CAS-COD-Prez-Date-CTL
Confidential
15
Context archetypes
Broad, generic approaches to context design
New technologies introduce new techniques, introduce new aesthetics
Aesthetically dominant – look-and-feel, high form, low function
Functionally dominant – low form, high function
Integrated - balance of form and function
![Page 16: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/16.jpg)
CAS-COD-Prez-Date-CTL
Confidential
16
Functional Dominant — Brint.com
![Page 17: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/17.jpg)
CAS-COD-Prez-Date-CTL
Confidential
17
Integrated Approach Example — Patagonia.com
![Page 18: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/18.jpg)
CAS-COD-Prez-Date-CTL
Confidential
18
Point-Counterpoint
Can Maximize Both Cannot Maximize Both
Technology makes tradeoff irrelevant Case studies of firms that do both (Reflect.com) More pleasing to customers when both are
accomplished
Inherent tradeoffs in design choice Firms should focus on one dimension Segments gravitate toward one dimension
Point-Counterpoint: Form vs. Function
![Page 19: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/19.jpg)
CAS-COD-Prez-Date-CTL
Confidential
19
Five Content Archetypes
Content Dimensions to Content Offering mix – product, information,
and/or services Appeal mix – promotional and
communication messaging Multimedia mix – text, audio, image,
video, and graphics choices Content type – time-sensitivity
![Page 20: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/20.jpg)
CAS-COD-Prez-Date-CTL
Confidential
20
Content Archetypes
Offering Dominant Superstore Category killer Specialty store Information-dominant – information, but
may have entertainment Market-dominant – market for buyers
and sellers
![Page 21: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/21.jpg)
CAS-COD-Prez-Date-CTL
Confidential
21
A Framework to Understand Offering-Dominating Archetypes
Superstore
CategoryKiller
SpecialtyStore
NUMBER OF PRODUCT
CATEGORIES
Multiple
Single
Narrow Broad
DEPTH OF PRODUCT LINE
![Page 22: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/22.jpg)
CAS-COD-Prez-Date-CTL
Confidential
22
Superstore Example — Amazon.com
![Page 23: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/23.jpg)
CAS-COD-Prez-Date-CTL
Confidential
23
Category Killer Example — Petsmart.com
![Page 24: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/24.jpg)
CAS-COD-Prez-Date-CTL
Confidential
24
Specialty Store Example — Frontgate.com
![Page 25: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/25.jpg)
CAS-COD-Prez-Date-CTL
Confidential
25
Information Dominant — Business 2.0 (www.business2.com)
![Page 26: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/26.jpg)
CAS-COD-Prez-Date-CTL
Confidential
26
Market Dominant Example — PlasticsNet.com
![Page 27: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/27.jpg)
CAS-COD-Prez-Date-CTL
Confidential
27
PhysicalProduct
Information Service
Superstore Walmart.com CEOExpress.com IBMSolutions.com
Category Killer Petsmart.com DowJones.com Schwab.com
Specialty Frontgate.com Tnbt.com Tradex.com
Information andEntertainment Census.gov IFilm.net Digitalthink.com
Market Maker PlasticsNet.com VerticalNet.com Monster.com
Drill Down - Content Archetypes vs. Offering Types
![Page 28: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/28.jpg)
CAS-COD-Prez-Date-CTL
Confidential
28
Point-Counterpoint
Content Is King Content Is Not King
All leading web sites have excellent content Users will be able to discern inferior content due
to network effects Word-of-mouth will drive out poor content There are multiple “great” content plays – e.g.,
most timely, best coverage, etc. -- that reflecteach of value models
Necessary but not sufficent It’s not about content, it’s about number of users Standards can block emergence of “better
content” players Up-to-date “good” content will always beat out
not as up-to-date “excellent” content Content means “everything” and hence has lost
all meaning
Point-Counterpoint: Is Content King?
![Page 29: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/29.jpg)
CAS-COD-Prez-Date-CTL
Confidential
29
A Community
Community
– A feeling of membership
– Strong sense of involvement
– User-to-user communication
![Page 30: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/30.jpg)
CAS-COD-Prez-Date-CTL
Confidential
30
Elements of a community
– Cohesion
– Effectiveness
– Help
– Relationship
– Language
– Self-regulation
![Page 31: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/31.jpg)
CAS-COD-Prez-Date-CTL
Confidential
31
Types of communities
– Just friends
– Enthusiasts
– Friends in need
– Players
– Traders
![Page 32: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/32.jpg)
CAS-COD-Prez-Date-CTL
Confidential
32
Degree of Member Participation
– Passive
– Active
– Motivated
– Caretakers
![Page 33: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/33.jpg)
CAS-COD-Prez-Date-CTL
Confidential
33
Member Benefits
– Need fulfillment
– Inclusion
– Mutual influence
– Shared emotional experience
![Page 34: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/34.jpg)
CAS-COD-Prez-Date-CTL
Confidential
34
Dimensions of community
– Interactive community
– Chat
– Instant messaging
– Message boards
– Member-to-member e-mail
– Noninteractive communication
– Public member webpages
– Member content
![Page 35: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/35.jpg)
CAS-COD-Prez-Date-CTL
Confidential
35
Communities — Elements, Types, and Benefits
Elements of Community
Types ofCommunities
Member Outcomes: Participation and Benefits
• Cohesion
• Effectiveness
• Help
• Relationships
• Language
• Self-regulation
Just Friends
Friends inNeed
Enthusiasts
Players
Traders
Need Fulfillment
• Inclusion
• Mutual Influence
• Shared Emotional Experiences
Degree ofParticipation
![Page 36: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/36.jpg)
CAS-COD-Prez-Date-CTL
Confidential
36
Community Archetypes
– Bazaar – wander but not interact
– Theme park – finite number of areas organized by categories and subcategories
– Club – highly focused on only one areas of interest, promoting interaction among members
– Shrine – highly focused community with minimal interaction
– Theatre – focused in area but allows for moderate interaction
– Café – focused on common area of interest but provides considerable interaction among members
![Page 37: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/37.jpg)
CAS-COD-Prez-Date-CTL
Confidential
37
Bazaar Example — Games.Yahoo.com
![Page 38: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/38.jpg)
CAS-COD-Prez-Date-CTL
Confidential
38
Theme Park Example — VoxCap.com
![Page 39: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/39.jpg)
CAS-COD-Prez-Date-CTL
Confidential
39
Club Example — Gillette Women’s Cancer Connection
![Page 40: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/40.jpg)
CAS-COD-Prez-Date-CTL
Confidential
40
Shrine Example — The Unofficial Dawson’s Creek Web Site
![Page 41: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/41.jpg)
CAS-COD-Prez-Date-CTL
Confidential
41
Theater Example — iFilm.com
![Page 42: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/42.jpg)
CAS-COD-Prez-Date-CTL
Confidential
42
Cafe Example — Bolt.com
![Page 43: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/43.jpg)
CAS-COD-Prez-Date-CTL
Confidential
43
Drill Down - Focus vs. Interactivity
Bazaar
Theme Park
Mall
Shrine Theater Cafe
INTERACTIVITY
FO
CU
S
Bolt.comBolt.comVoxCap.comVoxCap.com
iFilm.comiFilm.com
Trace.comTrace.com
ContactConsortium.com
ContactConsortium.comGames.yahoo.comGames.yahoo.com
No
n-e
qu
ilib
riu
m s
tate
:
Su
cc
es
sfu
lly
-ma
na
ge
d
co
mm
un
itie
s w
ill
mo
ve
to
wa
rd
hig
he
r le
ve
ls o
f in
tera
cti
on
Women’s CancerConnection
Women’s CancerConnection
leonardodicaprio.comleonardodicaprio.com
![Page 44: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/44.jpg)
CAS-COD-Prez-Date-CTL
Confidential
44
The Levers Used to Customize a Site
Customization
– Dimensions of customization
– Personalization
– Log-in registration
– Cookies
– Personalized e-mail accounts
– Content and layout configuration
– Storage
– Agents Tailor by site
– Tailoring based on past user behavior
– Tailoring based on behavior of other users with similar preferences
![Page 45: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/45.jpg)
CAS-COD-Prez-Date-CTL
Confidential
45
Customization Types
– Personalization by user Consciously articulated Acted upon preferences
– Tailoring by site Reconfigure past behavior Reconfigure by other users of
similar profiles
![Page 46: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/46.jpg)
CAS-COD-Prez-Date-CTL
Confidential
46
Personalization by User Example — mylook.com
![Page 47: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/47.jpg)
CAS-COD-Prez-Date-CTL
Confidential
47
Tailoring by Site Example - Amazon.com
![Page 48: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/48.jpg)
CAS-COD-Prez-Date-CTL
Confidential
48
Karman Parsaye’s Measuring Personalization Quotient
– Customization (PQ1) – individual preferences
– Individualization (PQ2) – based on users behavior
– Group characteristics (PQ3) – based on preferences of others with similar interests
![Page 49: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/49.jpg)
CAS-COD-Prez-Date-CTL
Confidential
49
Types of Communication a Firm Can Maintain with its Customer Base
Communication
– Dimensions of communication
– Broadcast
– Mass mailings
– FAQ
– E-mail newsletters
– Content-update reminders
– Broadcast events
![Page 50: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/50.jpg)
CAS-COD-Prez-Date-CTL
Confidential
50
Communication ...
Interactive
– e-commerce dialogue
– Customer services
– User input Hybrid
– Combines broadcast and interactive
– Often “freeware” use as marketing
![Page 51: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/51.jpg)
CAS-COD-Prez-Date-CTL
Confidential
51
Communication Archetypes
– One-to-many nonresponding user – mass mailings targeted to user
– One-to-many, responding user – mass mailings targeted to defined audiences
– One-to-many, live interaction – live information exchanged in real-time
– One-to-one, nonresponding user – personalized messages to specific user needs or interests
– One-to-one, responding user – specific use interests or needs
– One-to-one, living interaction – sends and receives personalized user messages or carries on chat sessions addressing specific user needs or interests
![Page 52: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/52.jpg)
CAS-COD-Prez-Date-CTL
Confidential
52
One-to-Many, Non-Responding Example — theStandard.com
![Page 53: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/53.jpg)
CAS-COD-Prez-Date-CTL
Confidential
53
One-to-Many, Responding User Example — BizRate.com
![Page 54: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/54.jpg)
CAS-COD-Prez-Date-CTL
Confidential
54
One-to-Many, Live Interaction Example —
Accrue 2000 Web Seminar
![Page 55: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/55.jpg)
CAS-COD-Prez-Date-CTL
Confidential
55
One-to-One, Non-Responding User Example — Hallmark.com
![Page 56: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/56.jpg)
CAS-COD-Prez-Date-CTL
Confidential
56
Exhibit 4-28: One-to-One, Responding User Example —
Amazon.com
![Page 57: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/57.jpg)
CAS-COD-Prez-Date-CTL
Confidential
57
Exhibit 4-29: One-to-One, Live Interaction Example —
LivePerson.com
![Page 58: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/58.jpg)
CAS-COD-Prez-Date-CTL
Confidential
58
A Firm’s Connection with Other Businesses
– Connection
– Degree site is able to link to other sites
– Embedded, links maybe on serve or another server
– Dimensions of connection Links to sites Home site background Outsourced content Percent of home site content Pathway of connection Pathway of
connection
![Page 59: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/59.jpg)
CAS-COD-Prez-Date-CTL
Confidential
59
Communication Archetypes
– One-to-many nonresponding user mass mailings targeted to user
– One-to-many, responding user mass mailings targeted to defined audiences
– One-to-many, live interaction live information exchanged in real-time
– One-to-one, nonresponding user personalized messages to specific user needs or interests
– One-to-one, responding user specific use interests or needs
– One-to-one, living interaction sends and receives personalized user messages or carries on chat sessions
addressing specific user needs or interests
![Page 60: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/60.jpg)
CAS-COD-Prez-Date-CTL
Confidential
60
A Firm’s Connection with Other Businesses
Connection
– Degree site is able to link to other sites
– Embedded, links maybe on serve or another server
– Dimensions of connection
– Links to sites
– Home site background
– Outsourced content
– Percent of home site content
– Pathway of connection
![Page 61: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/61.jpg)
CAS-COD-Prez-Date-CTL
Confidential
61
Connection archetypes
– Destination site site generated with few links
– Hub site combination of site-generated and links to selective
sites
– Portal site absolute links to large numbers of other sites
– Affiliate program direct users through links or site banners or other ads
– Outsourced content generated by third parties
– Meta-software utility and plug-in software application creation
![Page 62: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/62.jpg)
CAS-COD-Prez-Date-CTL
Confidential
62
Destination Example — NYTimes.com
[Please insert Exhibit 4-30 here] [Please insert Exhibit 4-31 here] [Please insert Exhibit 4-32 here]
![Page 63: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/63.jpg)
CAS-COD-Prez-Date-CTL
Confidential
63
Hub Example — DrKoop.com
![Page 64: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/64.jpg)
CAS-COD-Prez-Date-CTL
Confidential
64
Portal Example — Yahoo.com
![Page 65: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/65.jpg)
CAS-COD-Prez-Date-CTL
Confidential
65
Affiliate Program Example — Onhealth.com and Proflowers.com
![Page 66: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/66.jpg)
CAS-COD-Prez-Date-CTL
Confidential
66
Outsourced Content Example — Real.com
![Page 67: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/67.jpg)
CAS-COD-Prez-Date-CTL
Confidential
67
Meta-software Example — RUSure.com
![Page 68: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/68.jpg)
CAS-COD-Prez-Date-CTL
Confidential
68
Alternative Pricing Modes of Commerce Archetypes
– Commerce Support aspects of trading
transactions Focused on tools Alternative pricing strategies
– Dimensions of commerce Registration Shopping cart Security Credit-card approval One-click shopping Orders through affiliates Configuration technology Order tracking Delivery options
![Page 69: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/69.jpg)
CAS-COD-Prez-Date-CTL
Confidential
69
Commerce Archetypes
– Catalog pricing preset by the seller
– Auction pricing highest bidder wins
– Reverse auction pricing sellers bid against each other
– Demand aggregation pricing buyer demand is aggregated to achieve
economies of scale
– Haggle pricing users and site negotiate over price
![Page 70: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/70.jpg)
CAS-COD-Prez-Date-CTL
Confidential
70
Offline integration of the customer interface
– Context look –and-feel of the physical store
– Content products, services, associated information
– Community communication between customers and staff
– Customization personalized customer products, services, personalized credit-cards,
recognition and privileges at restaurants, airlines, catalogs, and other stores
– Connection degree connected to other offline stores
– Commerce transaction capabilities of a store, Dutch and English auction, demand
aggregation, prepurchase, and remarketed
![Page 71: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/71.jpg)
CAS-COD-Prez-Date-CTL
Confidential
71
Drill Down - Commerce Origination vs. Facilitation
Commerce OriginationCommerce OriginationCommerce OriginationCommerce Origination
Commerce originating at a site. It is achieved through acquisition of new customers and loyalty building among existing customers
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
Commerce originating at a site. It is achieved through acquisition of new customers and loyalty building among existing customers
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
Commerce FacilitationCommerce FacilitationCommerce FacilitationCommerce Facilitation
Commerce facilitated through the intervention of a third party, directing traffic to a site. It can be achieved through affiliations and partnerships
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 click throughs 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 well-
known brand increases visibility– Improved capabilities: By linking users to
additional sites, affiliates can increase their breadth of offerings
Commerce facilitated through the intervention of a third party, directing traffic to a site. It can be achieved through affiliations and partnerships
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 click throughs 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 well-
known brand increases visibility– Improved capabilities: By linking users to
additional sites, affiliates can increase their breadth of offerings
![Page 72: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/72.jpg)
CAS-COD-Prez-Date-CTL
Confidential
72
Schwab’s Customer Interface
– Context Highly functional look-and-feel Little attention to aesthetics Quick location and process information
– Content Category killer Information dominant Fits value proposition
![Page 73: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/73.jpg)
CAS-COD-Prez-Date-CTL
Confidential
73
Schwab’s Customer Interface...
– Community Not offered on its site Site provides all necessary information
– Customization Personalization tools Fits with user friendly platform
– Communication Number of communication venues between use an
site Learning Center Quarterly Investment Magazine Live investment forums Real-time customer service through phone service
and in-branch Connection A number offered Hub for mutual funds Original content and tools Outsources some content such as stock analyzer Hoovers Online
![Page 74: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/74.jpg)
CAS-COD-Prez-Date-CTL
Confidential
74
Schwab’s Customer Interface...
– Commerce Catalog model Commission discounts to certain traders
with volume Advanced software applications
– Reinforcement among Schwab’s 7Cs Site content reinforces its content Highly functional layout Reinforces context
![Page 75: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/75.jpg)
CAS-COD-Prez-Date-CTL
Confidential
75
7Cs of Schwab
![Page 76: Chapter 4 Customer Interface](https://reader036.vdocuments.mx/reader036/viewer/2022081504/56814c7d550346895db99a72/html5/thumbnails/76.jpg)
CAS-COD-Prez-Date-CTL
Confidential
76