Customer Interface

Customer Interface
Dr Sherif Kamel
The American University in Cairo
Copyright 2002 Rayport and Jaworski
Copyright 2002 Marketspace LLC
Customer Interface Todays Objective

Develop an understanding of the technology mediated customer interface
Customer Interface

The seven design elements of the customer interface The alternative look and feel approaches to design The five content archetypes Be concerned with community The levers used to customize a site Types of communication a firm maintains with its customer base The alternative pricing models of commerce archetypes Case studies: Schwab and Palm Conclusion
The 7Cs of the Customer Interface

Context
Sites layout and design
Content
Text, pictures, sound and video that webpages contain
Commerce
Sites capability to enable commercial transactions
Community
The ways sites enable user-touser communication
Connection
Degree site is linked to other sites
Customization
Sites ability to self-tailor to different users or to allow personalization
Communication
The ways sites enable site-touser communication or two-way communication
Dimensions of Context
The context of a site can take many different forms:
VISUAL
Section Breakdown
The way the site is organized into subcomponents
PERFORMANCE
Speed
The time required to display a site page on the users screen
Linking Structure
The sites approach to linking alternative sections
Reliability
How often is the site down? Percent of times that the site correctly downloads to user
Navigation Tools
Facilitate how the user moves through the site
Platform Independence
How well the site runs on various platforms
Color Scheme
The colors used throughout the site
Media Accessibility
The sites ability to run on various devices
Visual Themes
Help to tell the stories portrayed across the site
Usability
The ease with which the site can be navigated by users
Dimensions to 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 sites content:: Dimension Offering Mix Appeal Mix Multimedia Mix Content Type
Products
Cognitive functional, low price, availability, etc.
Text
Current
Audio
Choices
Information
Image
Services
Emotional humor, warmth, stories, etc.
Video Reference Graphics

Intro to the Five Content Archetypes

We will first describe each archetype and then give an example of each:
Superstore Offering Dominant Category Killer Specialty Store Information Dominant
Market Dominant
A Framework for Understand Offering-Dominant Archetypes

Classifying content archetypes on two dimensions:
Multiple
Superstore
Number of Product Categories
Specialty Store Category Killer
Single
Narrow
Broad
Depth of Product Line
Superstore Example Amazon.com

One-stop shop where the customer can find a wide range of goods in multiple product categories:
Note the array of product categories on the site.
Category Killer Example Petsmart.com

Exclusively provides products and services by specific product or by a customerneeds category:
Again, note the categories; rather than being broad, they focus on a single vertical.
Specialty Store Example Frontgate.com

Focuses on exceptional quality and exclusivity while selling single or multiple categories of products:
The site offers a broad array of products, but they are all highend, premium quality products
Information-Dominant Example Business 2.0

Organize and house vast archives of information and provide tools to the customer to explore areas of interest and find answers to specific questions:
New economy, new rules, new leaders this site is focused entirely on providing timely information to business leaders
Drill Down Content Archetypes vs. Offering Types

Each of the content archetypes can be illustrated with a product, information or services example:
Content Archetype
Superstore
Physical Product
Walmart.com Amazon.com Petsmart.com
Information
CEOExpress.com
Service
IBMSolutions.com
Category Killer
DowJones.com CNNfn.com
Schwab.com
Specialty Store
Frontgate.com
Forrester.com
Tradex.com
Information Dominant
Census.gov
IFilm.net
Digitalthink.com
Market Dominant
PlasticsNet.com
VerticalNet.com
Monster.com
Market-Dominant Example PlasticsNet.com

Create markets where buyers and sellers congregate to conclude transactions:
This site creates an online market for the plastics industry; note the supplier information and product specs available
Communities Elements, Types and Benefits
Elements of Community
Cohesion Effectiveness Help Relationships Language Self-Regulation
Types of Communities
Just Friends
Member Outcomes: Participation and Benefits

Degree of Participation
Enthusiasts Friends in Need Players Need Fulfillment Inclusion Mutual Influence Shared Emotional Experiences
Traders
Dimensions of Community
The cohesion of a site can come about through several different methods:
INTERACTIVE
Chat
Asynchronous chat allows users to consider and formulate responses in nonreal time
VISUAL
Public Member Webpages
Community members may have the option of crafting their own webpages on a particular site
Instant Messaging
Allows messages to happen quickly because each participant sees the message within seconds of when it is sent
Member Content
Similar to public member webpages, this content is generated by members
Message Boards
Allows users to communicate by posting messages at a location on the site
Member-to-Member E-Mail
The killer app of the Web, acting as a virtual post office for digitized messages
Dimensions of Customization
Customization of a site can occur in many different ways: PERSONALIZATION Log-in Registration
The site recognizes return users and configures itself accordingly
TAILORING Based on Past User Behavior

Many sites adjust themselves dynamically based on a users past behavior and preferences
Cookies
Temporary files that track and gather data about users behavior
Personalized E-Mail Accounts

Provided free-of-charge to site users
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
Content and Layout Configuration

Users select layout and content based on their interests
Storage
Sites provide virtual hard-disk storage
Agents
Programs designed to perform simple tasks
Copyright 2002 Rayport and Jaworski Copyright 2002 Marketspace LLC
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 e-mail targeted at large audiences
INTERACTIVE E-Commerce Dialogue

Organizations and users trade e-mails regarding order placement, tracking and fulfillment
FAQs
Answers to frequently asked questions
Customer Service
Organizations can provide customer service through trading e-mails or live online dialogue
E-Mail Newsletters
Inform site subscribers of site changes, special offers, etc.
Content-Update Reminders
E-mail reflecting user interest in a particular content area
User Input
User-generated content such as supplier ratings and user feedback to the site
Broadcast Events
Events can be broadcast from a website (webcast) that allows limited user control over such things as camera angle
One-to-Many, Non-Responding Example TheStandard.com

Communicates with users through mass mailings targeted at defined audiences:
One-to-Many, Non-Responding Example CNN.com

Communicates with users through mass mailings targeted at defined audiences:
CNN.com sends out breaking news e-mail alerts to interested users.
One-to-Many, Responding Example BizRate.com

Communicates with a mass user group logged on as registered users or through e-mailings targeted at specific users:
Customers rate their experience with online merchants; these ratings are gathered and communicated to registered users of BizRate.com.
One-to-Many, Live Interaction Example Accrue 2000 Web Seminar

Allows users to interact with the site live, with information exchanged back and forth in real time:
This site recently broadcast a live seminar; registered users were able to participate by asking questions via chat in real time.
One-to-One, Non-Responding User Example Hallmark.com

Sends personalized messages to users to address specific user interests or needs, but there are no means for customer response:
Hallmark.com allows users to manage their schedules by reminding users of important upcoming dates (birthdays, anniversaries, etc.).
One-to-One, Responding User Example Amazon.com

Sends users personalized messages that address specific user interests or needs with the opportunity for users to respond:
Users can create their own storefront using Amazons zShops. Users post all information related to the products they wish to sell on Amazons site; they can also check order status on the site and be notified of sales via e-mail.
One-to-One, Live Interaction Example LivePerson.com

Sends and receives personalized user messages or carries on chat sessions that address specific user interests or needs:
This site offers online customer support in real time via chat sessions.
Dimensions of Commerce
There are many tools that sites provide to originate and facilitate commerce: TOOLS FOR ENABLING COMMERCE Registration
Allows the site to store information about users and user preferences
Shopping Cart, One-Click Shopping

Facilitates online shopping by making it more user-friendly
Security, Credit-Card Approval

Enables online transactions by allowing users to securely share credit-card information
Orders Through Affiliates

Sites must be able to track orders that come from and go to affiliates
Configuration Technology
Users can test product compatibility, and price trade-offs and product substitutions online.
Order Tracking, Delivery Options

Once orders are placed on the site, users can choose how they would like their products delivered and track those orders from the site to their front door.
Conclusion
After todays lesson, you should be able to answer the following questions:
What are the seven design elements of 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?

Customer Interface

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Customer Interface

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Customer Interface

Copyright 2002 Rayport and Jaworski

Copyright 2002 Marketspace LLC