Internet Marketing, 2nd Ed
Mohammed, Fisher, Jaworski, Paddison
Chapter 5 Lecture Slides
Customer Interface
Exhibits and Tables
Copyright © 2003 by Marketspace LLC
Customer Interface — Today’s Objectives
Objectives will be to:

Understand the seven elements of customer interface — the “7Cs”

Take a closer look at the dimensions of the 7Cs

Examine fit and reinforcement of the 7Cs

Apply the 7Cs to a real-world example — eBay
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Chapter 5:
Customer Interface

What Are the Seven Elements of Customer Interface?

A Closer Look at the Dimensions of the 7Cs

Examine Fit and Reinforcement of the 7Cs

Conclusion

Case Study of the 7Cs With EBay’s Interface
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Chapter 5:
Customer Interface

What Are the Seven Elements of Customer Interface?

A Closer Look at the Dimensions of the 7Cs

Examine Fit and Reinforcement of the 7Cs

Conclusion

Case Study of the 7Cs With EBay’s Interface
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–A: The 7Cs of the Customer Interface
Context
Content
Site’s layout and design
Text, pictures, sound, and video
that webpages contain
Commerce
Community
Site’s capabilities to enable
commercial transactions
The ways sites enable user-touser communication
Connection
Customization
Degree site is linked to other
sites
Site’s ability to self-tailor to
different users or to allow users
to personalize the site
Communication
The ways sites enable site-touser communication or two-way
communication
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Chapter 5:
Customer Interface

What Are the Seven Elements of Customer Interface?

A Closer Look at the Dimensions of the 7Cs

Examine Fit and Reinforcement of the 7Cs

Conclusion

Case Study of the 7Cs With EBay’s Interface
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–B: Dimensions of Context
The context of a site can take many different forms; the two key context dimensions are
function and aesthetics:
Function

The layout of the site:
– Section breakdown
Aesthetics
The
visual characteristics of the
site:
– Linking structure
– Colors
– Navigation tools
– Graphics
– Photographs
– Font choices
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–1: Functional Design: CEOExpress
Site is designed to make information easy to
retrieve.
Site aggregates business
information. Much of the content is
made up of third-party feeds.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–2: Aesthetic design: Apple.com
Use of white space creates
sense of calm and draws the
eye to the products.
Top-level tabs indicate
depth of available
content.
Navigation options are
extensive, but not
overwhelming.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–3: Hybrid Design: Territory Ahead
Product descriptions
reinforce sense of place
and identification with
exploration.
Exotic locales appeal
to armchair
adventurers.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–4: Lands’ End and Diesel
Diesel stresses “insider”
content outside the
mainstream.
Lands’ End reassures with
classic colors and designs.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–5: Context: Bluefly.com Homepage
Search is present,
but not obvious.
Value proposition is clearly
stated.
Categories are intuitive and
graphically appealing.
Use of contrasting, bright colors on white
background draws the eye and is an effective call
to action.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–6: Context: Bluefly.com Designer Page
Use of shades of blue
colorblocks is
consistent throughout
site.
Text reinforces
brand image.
Certain inventory is
highlighted.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–C: Six Ways to Create a Good Customer Interface
Mark Hurst, founder and president of Creative Good Inc., offers six ways to create a good
customer interface:
1
Make your site QUICK
2
Make your site EASY
3
Get an OUTSIDE OPINION
4
Use CLEAR CATEGORIES
5
Use CLEAR PRODUCT NAMES
6
Offer a good SEARCH
Note: Creative Good’s websites are found at www.creativegood.com and www.goodexperience.com
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–D: Dimensions of 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 site’s content:
Dimension
Offering Mix
Products
Choices
Appeal Mix
Cognitive
functional,
low price,
availability,
etc.
Information
Services
Multimedia
Mix
Text
Audio
Content Type
Current
highly
time-sensitive
Bloomberg,
Reuters, etc.
Image
Emotional
humor,
warmth,
stories,
etc.
Video
Graphics
Reference
less
time-sensitive
NYTimes.com,
etc.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–7: Content: REI.com
Front page promotions
change frequently and
have cognitive appeal.
Informative and community content
provide emotional appeal.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–8: Content: Burton.com
Visitor can view video, read a bio, find
out what gear this rider uses, and
view stills.
Site is aimed at
snowboarding
enthusiasts, not
beginners.
Commerce is
secondary to brand
reinforcement on the
Burton site.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–E: Point-Counterpoint:
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 user’s 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
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–F: Dimensions of Customization
Customization of a site can occur in many different ways:
Personalization

Log-in Registration
Tailoring

– The site recognizes returns users and
configures itself accordingly

Personalized E-mail Accounts
– Provided free-of-charge to site users

– Many sites adjust themselves
dynamically based on a user’s behavior
and preferences
Cookies
– Temporarily files that track and gather
data about user’s behavior

Based on Past User Behavior

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
– Selection is based on users interests

Storage
– Sites provide virtual hard-disk storage

Agents
– Designed to perform simple tasks
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–9: Customization & Personalization: Lands’ End
Customers can receive clothing
recommendations based on
their stated preferences.
Customers are able to virtually “try
on” outfits by creating a model with
a body shape that matches their
own.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–G: Dimensions of Communication
Communication between a site and its users can occur in many different ways:
Broadcast

Mass Mailings
E-Commerce
– Broadcast transmissions of large volumes
of e-mail targeted at large audiences

Dialogue
– Organizations and users trade e-mails
regarding order placement, tracking and
fulfillment
FAQs
– Answers to frequently asked questions

Interactive
E-Mail Newsletters
– Inform site subscribers of site changes,
special offers, etc.
Content-Update
Notifications
– E-mail reflecting user interest in a
particular content area
Broadcast
Customer
Service
– Organizations can provide customer
service through trading e-mails or live
online dialogue
User
Input
– User-generated content such a supplier
ratings and user feedback to the site
Events
– Events can be broadcast from a website
(webcast) that allows limited user control
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–H: Dimensions of Connection
Sites connect with other businesses in the following ways:
Links
Links can take the user
completely outside of the
home site
% of Home Site Content
Home Site Background
Outsourced Content
Links can take the user to a new
site, but the home site is still in the
background
Site content is
derived from
third parties
Pathway of Connection
KEY
%?
What percentage of
content originates from
the home site and how
much is outsourced?
?
Does the site lead users to other
sites, or does it simply retrieve
information from outside sites?
Home site
Connected
Sites
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–I: Drill Down – Online and Offline Integration of
the Customer Interface
All the elements of the online interface also can be replicated offline:
Integration of Online and Offline Interfaces
Context
 J.Crew stores use open space and natural light, store colors match store to store and match the
colors of the clothing
 The stylish look-and-feel of the physical store match the look of the jccrew.com site
Content
 Barnes and Noble bookstores offer a large selection of books, discounts, access to information by
using in-store computer terminals and customer service
 bn.com offerings are nearly identical, the site provides the same easy access to information and
prices but through powerful search software
Community
 Border bookstores host events at select stores for author readings and book signings where readers
can interact with each other
 Evite.com, an online event invitation site, hosted a pool bar gathering for its local members providing
users an opportunity to physically meet
Customization
 Levis costumers can order jeans made-to-order just for them, airlines can automatically assign
customers to their preferences of aisle or window seating
Communication
Stores can send catalogs or newsletter, provide personalized alerts to customers
Customers can submit surveys generated by the store and ask for live assistance either in person or
via phone
Connection
Stores in large shopping malls are closely located to a number of other stores, travel agencies provide
links to airlines, hotels, cruise-line operators, Coca-Cola partners with McDonald’s to increase sales
Commerce
Stores provide transaction capabilities such as shopping carts, security, credit-card and personalcheck verification, custom gift
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Supporting Slide 5–J: Dimensions of Commerce
There are many tools that sites provide to originate and facilitate commerce:
Functional Tools of Commerce

Registration
– Allows the site to store information about
users and user preferences

Shopping Cart
– Users can place items in their personal,
virtual shopping cart and buy them
immediately or on another visit to the site
One-Click
Shopping
– A patented feature that allows users to
place and order products with a single click
Orders
Through Affiliates
– Sites must be able to track orders that
come from and go to affiliates
Configuration

Security
– Attempt to guarantee the security of
transactions and related data through
encryption and authentication technologies
Credit-Card
Approval
– The ability to receive instant credit
approval for credit card purchases through
electronic links to clearance houses
Technology
– Users can test product compatibility with
the aid of configurator software
Order
Tracking
– The ability to check the delivery status
Delivery
Options
– Users have a choice of options to specify
their desired speed and cost of delivery
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Chapter 5:
Customer Interface

What Are the Seven Elements of Customer Interface?

A Closer Look at the Dimensions of the 7Cs

Examine Fit and Reinforcement of the 7Cs

Conclusion

Case Study of the 7Cs With EBay’s Interface
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–10: Fit and Reinforcement
The success of a business depends on the extent that all of the Cs work together to
support the value proposition and business model:
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Chapter 5:
Customer Interface

What Are the Seven Elements of Customer Interface?

A Closer Look at the Dimensions of the 7Cs

Examine Fit and Reinforcement of the 7Cs

Conclusion

Case Study of the 7Cs With EBay’s Interface
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–11: The 7Cs and Design Strategies
The following exhibits summarizes each of the 7Cs and their associated design goals
The 7Cs
Goals for Site Design
Context
Function: Site should load quickly, have good information architecture,
and have an effective search.
Aesthetics: Design should reflect brand and customer experience offline;
use multimedia sparingly, if at all.
Content
Provide content to address both cognitive and emotional appeal. Keep the
homepage simple, with effective calls to action. Make sure site content is
regularly updated.
Community
Community is not applicable to every Internet venture. If site provides
community activities, make sure that participants and their messages
reinforce the brand.
Customization
Site visitors are drawn to customization and personalization. If possible,
design an interface that individuals can interact with and modify.
Communication
Make sure customers have “opted in” to broadcast messaging. Place
customer service information prominently throughout the site. Post a
privacy policy and be vigilant about enforcing it.
Connection
Customers may be wary of sites that make it difficult to find appropriate
information. Consider supplying links to third-party sites whose content
complements your own.
Commerce
Provide secure checkout that asks only for necessary information,
protects customer privacy, reveals shipping costs upfront, allows order
tracking, and supplies customer service and order confirmation data.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
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.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Chapter 5:
Customer Interface

What Are the Seven Elements of Customer Interface?

A Closer Look at the Dimensions of the 7Cs

Examine Fit and Reinforcement of the 7Cs

Conclusion

Case Study of the 7Cs With EBay’s Interface
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–12: EBay’s Homepage
Standard navigation
bar follows you
throughout your eBay
visit.
Other eBay sites for
niche audiences
receive prominent
display.
Top categories from
the 18,000 on the site
promote quick
navigation.
Searching is made
easy by this
prominently placed
text-entry box.
Special features area
reflects current
holidays or themes.
Features items rise to
the top for an added
listing fee.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–13: EBay Mix of Product and Information
EBay-provided
viewing choices
Userprovided
description
Userprovided
photograph
EBayprovided
categories
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–14: EBay Services
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–15: EBay Customization Through “My eBay”
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5-16: EBay Personalization Through "My EBay"
Type of User
Activity
Buyers
View items within a 30-day window that they have either bid on, won, or are currently watching
Sellers
View items within a 30-day window that they are selling or have already sold
All
Conduct favorite searches and view favorite categories
All
View account status
All
View all user feedback ever received
All
General site preferences can be set
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–17: Feedback Forum—An Individual’s Card
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–18: Linked Sites
These are all
off-site links.
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–19: EBay’s Reinforcement Web
Connection


Ultimate destination
No links to other content
sites
Context




Commerce
Functional layout
Effective design
Ease-of-use aesthetic
Mostly text-based




One-Stop
Shop
Auction format
Fixed-price format
Facilitator role
No inventories
Content





Communication
Primary: product/info
Secondary: services
Functional appeal
Narrowband
Up-to-date
Trading
Information
Auction
Format


Trade
Only
Support
Services
Customization




User-customizable
Priority items only
(bidding / selling)
Prompt information driven
Highly interactive site
Mostly two-way
Limited mass
communication
Community



Active user base
Shared transaction
experience
EBay interfaces
transactions
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–20: EBay’s Reinforcement Web—Support Services
Connection
• Ultimate destination
• No links to other
content sites
Context
•
•
•
•
Functional layout
Effective design
Ease-of-use aesthetic
Mostly text-based
Commerce
•
•
•
•
One-Stop
Shop
Auction format
Fixed-price format
Facilitator role
No inventories
Content
•
•
•
•
•
Communication
Primary: product/info
Secondary: services
Functional appeal
Narrowband
Up-to-date
Trading
Information
Auction
Format


Trade
Only
Support
Services
Customization




User-customizable
Priority items only
(bidding / selling)
Prompt information driven
Highly interactive site
Mostly two-way
Limited mass
communication
Community



Active user base
Shared transaction
experience
EBay interfaces
transactions
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–21: EBay’s Reinforcement Web — Trading Information
Connection
• Ultimate destination
• No links to other
content sites
Context




Functional layout
Effective design
Ease-of-use aesthetic
Mostly text-based
Commerce
•
•
•
•
One-Stop
Shop
Auction format
Fixed-price format
Facilitator role
No inventories
Content





Communication
Primary: product/info
Secondary: services
Functional appeal
Narrowband
Up-to-date
Trading
Information
Trade
Only
Customization
• User-customizable
• Priority items only
(bidding / selling)
• Prompt information
driven
Auction
Format
Support
Services
• Highly interactive site
• Mostly two-way
• Limited mass
communication
Community
• Active user base
• Shared transaction
experience
• EBay interfaces
transactions
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–22: EBay’s Reinforcement Web — Trade Only
Connection
• Ultimate destination
• No links to other
content sites
Context




Functional layout
Effective design
Ease-of-use aesthetic
Mostly text-based
Commerce
•
•
•
•
One-Stop
Shop
Auction format
Fixed-price format
Facilitator role
No inventories
Content





Communication
Primary: product/info
Secondary: services
Functional appeal
Narrowband
Up-to-date
Trading
Information
Trade
Only
Customization



User-customizable
Priority items only
(bidding / selling)
Prompt information driven
Auction
Format
Support
Services
• Highly interactive site
• Mostly two-way
• Limited mass
communication
Community
• Active user base
• Shared transaction
experience
• EBay interfaces
transactions
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–23: EBay’s Reinforcement Web — Auction Format
Connection
• Ultimate destination
• No links to other
content sites
Context
•
•
•
•
Commerce

Functional layout
Effective design
Ease-of-use aesthetic
Mostly text-based



One-Stop
Shop
Auction format
Fixed-price format
Facilitator role
No inventories
Content
•
•
•
•
•
Communication
Primary: product/info
Secondary: services
Functional appeal
Narrowband
Up-to-date
Trading
Information
Auction
Format



Trade
Only
Customization
• User-customizable
• Priority items only
(bidding / selling)
• Prompt information
driven
Support
Services
Highly interactive site
Mostly two-way
Limited mass
communication
Community
• Active user base
• Shared transaction
experience
• EBay interfaces
transactions
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC
Exhibit 5–24: EBay’s Reinforcement Web — One-Stop Shop
Connection
Ultimate destination
No links to other content
sites


Context




Commerce
Functional layout
Effective design
Ease-of-use aesthetic
Mostly text-based




One-Stop
Shop
Auction format
Fixed-price format
Facilitator role
No inventories
Content





Communication
Primary: product/info
Secondary: services
Functional appeal
Narrowband
Up-to-date
Trading
Information
Auction
Format



Trade
Only
Customization
• User-customizable
• Priority items only
(bidding / selling)
• Prompt information
driven
Support
Services
Highly interactive site
Mostly two-way
Limited mass
communication
Community
• Active user base
• Shared transaction
experience
• EBay interfaces
transactions
Last Updated: 04/10/03
Copyright  2003 by Marketspace LLC