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Module 7

Module 7. Strategy formulation: Customer Interface. Introduction. The customer interface is the virtual representation of a firm's chosen value proposition Seven design elements of the customer interface (7Cs) Context Content Community Customization Communication Connection Commerce.

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Module 7

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  1. Module 7 Strategy formulation: Customer Interface

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

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

  4. Fit and Reinforcement of the 7Cs

  5. 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.

  6. Form vs. Function-The Design Context Frontier

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

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

  9. Content: Deciding WhatInformation 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

  10. Content Classifications – Product Dominant: Encompasses store sites that primarily sell physical goods • Superstore • Category Killer • Specialty 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

  11. A Framework to UnderstandContent Classifications NUMBER OF PRODUCT CATEGORIES

  12. 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

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

  14. 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 Interaction Tool • Member Benefits • Need Fulfillment • Inclusion • Mutual Existence • Shared experiences/ • Information

  15. Community Classifications 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 Limited - sites that offer features such as reading and posting information, stories, or opinions

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

  17. Limited Community Example- Gillette Women’s Cancer Connection

  18. Strong Community Example- Bolt.com

  19. Customization: Creating anIndividualized 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

  20. Customization: Creating anIndividualized Website (2/2) • Commonly used customization features: • E-mail accounts • Content and layout configuration • Storage • Agents

  21. Customization by User Example –www.mylook.com

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

  23. Communication: Keeping inTouch 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.

  24. 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.

  25. One-to-One, Live InteractionExample: www.feu-eastasia.edu.ph

  26. Connection: Linking withOther 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

  27. 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

  28. Commerce: Enabling FinancialTransactions (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 • Registration • Shopping Cart • Security • Credit-card approval • One-click shopping • Orders through affiliates • Configuration technology • Order tracking • Configuration

  29. Commerce: Enabling FinancialTransactions (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 e-commerce.

  30. Map of 7Cs Framework

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