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Online Customer Experience - PowerPoint PPT Presentation

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Online Customer Experience
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  1. Online Customer Experience Chapter 07of Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, Implementation and Practice: Financial Times/Prentice Hall. • Thursday, 08-July-2010 • Kilen 2.75, CBS, Frederiksberg, Denmark • DØK HU2D - Internet Marketing: Lecture 10 • Course Webpage: http://www.itu.dk/people/rkva/2010-Summer-IM/ • Facebook Group: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/d5mBZdMDe6

  2. Online Customer Experience Pyramid

  3. Online Experience Attributes Figure 7.17 Customer ratings of importance of attributes of online experience Source: J.P. Morgan report on e-tailing 2000

  4. Website Development Process

  5. Online Experience: Concepts Usability (ISO) The extent to which a product can be used by specified users to achieve specified goals/tasks with effectiveness, efficiency and satisfaction in a specified context of use. Accessibility An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired. Also helps Search engine optimisation Persuasion Maximising returns from web investments

  6. Online Experience: Design Aspects Information architecture – the combination of organisation, labelling and navigation schemes constituting an information system Site map – A graphical or text depiction of the relationship between different groups of content on a web site Blueprints – Show the relationships between pages and other content and can be used to portray organisation, navigation, and labelling systems Wireframes – Schematics – a way of illustrating the layout of an individual page or page template

  7. Website: Prototyping Figure 7.4 Four stages of website prototyping

  8. Website: BluePrint

  9. Website: Wireframe Figure 7.7 Example wireframe for a children’s toy site

  10. Website: Organization Figure 7.10 (a) Narrow and deep; (b) broad and shallow organisation schemes

  11. Website: Information Content Figure 7.8 Different aspects of high-quality information content of a website

  12. Product Complexity and Online Experience Figure 7.16 Variation between product complexity, customer value and type of online experience used to deliver service

  13. Human Information Processing-3

  14. Online Service Quality Companies need to: Understand customers’ expectations Make clear service promises Deliver on those promises

  15. Discussion