Chapter 5: Customer Interface

What Are the Seven Elements of Customer Interface?

A Closer Look at the Dimensions of the 7Cs

Conclusion

The 7Cs of the Customer Interface

1.

Context

Sites layout and design

2.

Content

Text, pictures, sound and video that webpages contain

3.

Community

The ways sites enable user-to-user communication

The 7Cs of the Customer Interface

Text, pictures, sound and video that webpages contain The ways sites enable user-to-user communication Sites ability to self-tailor to different users or to allow users to personalize the site The ways sites enable site-to-user communication or two-way communication Degree site is linked to other sites

3. 4. 5. 6.

Community

Customization

Communication

Connection

7.

Commerce

Sites capabilities to enable commercial transactions

3

Chapter 5: Customer Interface

What Are the Seven Elements of Customer Interface? A Closer Look at the Dimensions of the 7Cs

Case Study of the 7Cs With EBays Interface

Conclusion
4

Exhibit 5.2: Function Design: CEOExpress

Exhibit 5.3: Aesthetic Design: Apple.com

Exhibit 5.4: Hybrid Design: Territory Ahead

Dimensions of Content
Offering Mix

Appeal Mix

Content
Multimedia Mix

Content Type

Do Graphics Enhance or Encumber Website Usability?

Point-Counterpoint
Graphics Enhance Familiar graphics and logos help build branding for new online brands, and help perpetuate offline brands to the online marketplace Customers like to be able to view products online Customers want visual cues that the product described on a website is one that will meet their needs and preferences before they make the purchase Graphics enhance the aesthetics of the website

Graphics Encumber Users want text and information rather than graphics and visuals Graphics are risky because depending on the users browser, the image quality may be poor and thus detract from the website Users want speed; use of website graphics may result in increased site download time

Community
Community can create attractive content

Community
Community can make certain activities possible or easier, thus satisfying needs not attainable individually

10

Dimensions of Customization

Personalization

Customization
Tailoring by Site

11

Dimensions of Customization
Personalization Login Registration Cookies Personalized E-Mail Accounts Content and Layout Configuration Storage Agents

Tailoring by Site Tailoring based on past user behavior Tailoring based on behavior of other users with similar preferences

12

Exhibit 5.10: Customization & Personalization: Lands End

13

Dimensions of Communication

Broadcast

Communication
Interactive

14

Dimensions of Communication
Broadcast Mass Mailings FAQs E-Mail Newsletters Content Update Notifications Broadcast Events

Interactive E-Commerce Dialogue Customer Service User Input

15

Dimensions of Connection
Links to Sites Homesite Background

Connection

Outsourced Content

Percent of Homesite Content

Pathway of Connection

16

Dimensions of Commerce
Registration Orders Through Affilates Shopping Cart Configuration Technology

Security

Commerce
Order Tracking

Credit Card Approval

Delivery Options One-Click Shopping

17

Online/Offline Integration of the 7Cs

Online
Context

Offline
Context

Content

Content

Integration
Community Community

Consistency
Customization Customization

Synergy
Communication Communication

Connection

Connection

Commerce

Commerce

18

Exhibit 5.11: Fit and Reinforcement

19

Fit and Reinforcement of 7Cs

Business Model

Individually Supporting Fit

Context

Content

Community

Customization

Communication

Connection

Commerce

Consistent Reinforcement
20

Chapter 5: Customer Interface

What Are the Seven Elements of Customer Interface? A Closer Look at the Dimensions of the 7Cs

Case Study of the 7Cs With EBays Interface

Conclusion
21

Exhibit 5.13: EBays Homepage

22

Exhibit 5.20: EBays Reinforcement Web

23

Chapter 5: Customer Interface

What Are the Seven Elements of Customer Interface? A Closer Look at the Dimensions of the 7Cs

Case Study of the 7Cs With EBays Interface

Conclusion
24

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. 25