customer interface - part 2 cps 181s feb 6, 2003
TRANSCRIPT
Customer Interface - Part 2Customer Interface - Part 2
CPS 181s
Feb 6, 2003
The 7Cs of the Customer InterfaceThe 7Cs of the Customer InterfaceThe 7Cs of the Customer InterfaceThe 7Cs of the Customer Interface1) Context
Site’s layout and design:Aesthetics and functional look
and feel
7) Commerce
Site’s capabilities to enable commercial transactions of
products or services
6) Connection
Degree site is formally linked to other sites
5) Communication
The ways sites enable site-to-user communication or two-way
dialogue
4) Customization
Site’s ability to self-tailor to different users or to allow users
to personalize the site
3) Community
The ways sites enable user-to-user communication and
interaction
2) Content
Text, pictures, sound and video that web pages contain: digital
subject matter
3) A Community3) A Community3) A Community3) A Community
A feeling of membershipStrong sense of involvementUser-to-user communication
Elements of a CommunityElements of a CommunityElements of a CommunityElements of a Community
CohesionEffectivenessHelp RelationshipLanguageSelf-regulation
Types of CommunitiesTypes of CommunitiesTypes of CommunitiesTypes of Communities
Just friendsEnthusiastsFriends in needPlayersTraders
Degree of Member Degree of Member ParticipationParticipation
Degree of Member Degree of Member ParticipationParticipation
PassiveActive MotivatedCaretakers
Member BenefitsMember BenefitsMember BenefitsMember Benefits
Need fulfillmentInclusionMutual influenceShared emotional experience
Dimensions of CommunityDimensions of CommunityDimensions of CommunityDimensions of CommunityInteractive community
Chat Instant messaging Message boards Member-to-member e-mail
Noninteractive communication Public member webpages Member content
Communities — Elements, Communities — Elements, Types, and BenefitsTypes, and Benefits
Communities — Elements, Communities — Elements, Types, and BenefitsTypes, and Benefits
Elements of Community
Types ofCommunities
Member Outcomes: Participation and Benefits
• Cohesion
• Effectiveness
• Help
• Relationships
• Language
• Self-regulation
Just Friends
Friends inNeed
Enthusiasts
Players
Traders
Need Fulfillment
• Inclusion
• Mutual Influence
• Shared Emotional Experiences
Degree ofParticipation
Community ModelsCommunity ModelsCommunity ModelsCommunity ModelsBazaar – wander but not interactTheme park – finite number of areas organized by categories and subcategories
Club – highly focused on only one area of interest, promoting interaction among members
Shrine – highly focused community with minimal interactionTheatre – focused in area but allows for moderate interactionCafé – focused on common area of interest but provides considerable interaction among members
Bazaar Example — Games.Yahoo.comBazaar Example — Games.Yahoo.comBazaar Example — Games.Yahoo.comBazaar Example — Games.Yahoo.com
Theme Park Example — VoxCap.comTheme Park Example — VoxCap.comTheme Park Example — VoxCap.comTheme Park Example — VoxCap.com
Club Example — Gillette Women’s Cancer ConnectionClub Example — Gillette Women’s Cancer ConnectionClub Example — Gillette Women’s Cancer ConnectionClub Example — Gillette Women’s Cancer Connection
Shrine Example — The Unofficial Dawson’s Creek Web SiteShrine Example — The Unofficial Dawson’s Creek Web SiteShrine Example — The Unofficial Dawson’s Creek Web SiteShrine Example — The Unofficial Dawson’s Creek Web Site
Theater Example — iFilm.comTheater Example — iFilm.comTheater Example — iFilm.comTheater Example — iFilm.com
Cafe Example — Bolt.comCafe Example — Bolt.comCafe Example — Bolt.comCafe Example — Bolt.com
4) Levers Used to Customize a Site4) Levers Used to Customize a Site4) Levers Used to Customize a Site4) Levers Used to Customize a Site
Dimensions of CustomizationPersonalization
> Log-in 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
Customization TypesCustomization TypesCustomization TypesCustomization Types
Personalization by user Consciously articulated Acted upon preferences
Tailoring by site Reconfigure past behavior Reconfigure by other users of similar profiles
Personalization by User Personalization by User Example — mylook.comExample — mylook.comPersonalization by User Personalization by User Example — mylook.comExample — mylook.com
Tailoring by Site Example - Amazon.comTailoring by Site Example - Amazon.comTailoring by Site Example - Amazon.comTailoring by Site Example - Amazon.com
5) Types of Communication a Firm 5) Types of Communication a Firm Can Maintain with its Customer BaseCan Maintain with its Customer Base
5) Types of Communication a Firm 5) Types of Communication a Firm Can Maintain with its Customer BaseCan Maintain with its Customer Base
Dimensions of CommunicationBroadcast
> Mass mailings> FAQ> E-mail newsletters> Content-update reminders> Broadcast events
Interactive> eCommerce dialogue> Customer services> User input
Hybrid> Combines broadcast and interactive> Often “freeware” use as marketing
Communication ModelsCommunication ModelsCommunication ModelsCommunication ModelsOne-to-many nonresponding user:
mass mailings targeted to userOne-to-many, responding user:
mass mailings targeted to defined audiencesOne-to-many, live interaction:
live information exchanged in real-timeOne-to-one, nonresponding user:
personalized messages to specific user needs or interestsOne-to-one, responding user:
specific use interests or needs One-to-one, live interaction:
sends and receives personalized user messages or carries on chat sessions addressing specific user needs or interests
One-to-Many, Non-Responding Example — One-to-Many, Non-Responding Example — theStandard.comtheStandard.com
One-to-Many, Non-Responding Example — One-to-Many, Non-Responding Example — theStandard.comtheStandard.com
One-to-Many, Responding User Example — One-to-Many, Responding User Example — BizRate.comBizRate.com
One-to-Many, Responding User Example — One-to-Many, Responding User Example — BizRate.comBizRate.com
One-to-Many, Live Interaction Example — Accrue 2000 Web One-to-Many, Live Interaction Example — Accrue 2000 Web SeminarSeminar
One-to-Many, Live Interaction Example — Accrue 2000 Web One-to-Many, Live Interaction Example — Accrue 2000 Web SeminarSeminar
One-to-One, Non-Responding User Example — Hallmark.comOne-to-One, Non-Responding User Example — Hallmark.comOne-to-One, Non-Responding User Example — Hallmark.comOne-to-One, Non-Responding User Example — Hallmark.com
One-to-One, Responding User Example — Amazon.comOne-to-One, Responding User Example — Amazon.comOne-to-One, Responding User Example — Amazon.comOne-to-One, Responding User Example — Amazon.com
One-to-One, Live Interaction Example — One-to-One, Live Interaction Example — LivePerson.comLivePerson.com
One-to-One, Live Interaction Example — One-to-One, Live Interaction Example — LivePerson.comLivePerson.com
6) A Firm’s Connection with 6) A Firm’s Connection with Other BusinessesOther Businesses
6) A Firm’s Connection with 6) A Firm’s Connection with Other BusinessesOther Businesses
Degree site is able to link to other sites Dimensions of connection
Links to sites Home site background Outsourced content Percent of home site content Pathway of connection Pathway of connection
Embedded, links maybe on server or another server
Connection ModelsConnection ModelsConnection ModelsConnection ModelsDestination site:
site generated with few linksHub site:
combination of site-generated and links to selective sitesPortal site:
absolute links to large numbers of other sitesAffiliate program:
direct users through links or site banners or other adsOutsourced content:
generated by third parties Meta-software:
utility and plug-in software application creation
Destination Example — NYTimes.comDestination Example — NYTimes.comDestination Example — NYTimes.comDestination Example — NYTimes.com
Hub Example — DrKoop.comHub Example — DrKoop.comHub Example — DrKoop.comHub Example — DrKoop.com
Portal Example — Yahoo.comPortal Example — Yahoo.comPortal Example — Yahoo.comPortal Example — Yahoo.com
Affiliate Program Example — Affiliate Program Example — Onhealth.com and Proflowers.comOnhealth.com and Proflowers.com
Affiliate Program Example — Affiliate Program Example — Onhealth.com and Proflowers.comOnhealth.com and Proflowers.com
Outsourced Content Example — Real.comOutsourced Content Example — Real.comOutsourced Content Example — Real.comOutsourced Content Example — Real.com
Meta-software Example — RUSure.comMeta-software Example — RUSure.com
7) Commerce7) Commerce7) Commerce7) Commerce
Dimensions of commerce Registration Shopping cart Security Credit-card approval One-click shopping Orders through affiliates Configuration technology Order tracking Delivery options
Commerce Pricing ModelsCommerce Pricing ModelsCommerce Pricing ModelsCommerce Pricing Models
Catalog pricing: preset by the seller
Auction pricing: highest bidder wins
Reverse auction pricing: sellers bid against each other
Demand aggregation pricing: buyer demand is aggregated to achieve economies of
scaleHaggle pricing:
users and site negotiate over price
Drill Down - Focus vs. InteractivityDrill Down - Focus vs. InteractivityDrill Down - Focus vs. InteractivityDrill Down - Focus vs. Interactivity
Bazaar
Theme Park
Mall
Shrine Theater Cafe
INTERACTIVITY
FO
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Bolt.comBolt.comVoxCap.comVoxCap.com
iFilm.comiFilm.com
Trace.comTrace.com
ContactConsortium.com
ContactConsortium.comGames.yahoo.comGames.yahoo.com
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Women’s CancerConnection
Women’s CancerConnection
leonardodicaprio.comleonardodicaprio.com
Lab ExerciseLab Exercise
Install, configure, and test a Install, configure, and test a web serverweb server
Lab ExerciseLab Exercise
Install, configure, and test a Install, configure, and test a web serverweb server
Simple Web Server LogicSimple Web Server LogicSimple Web Server LogicSimple Web Server Logic
Accept ConnectionGenerate static or dynamic content and
return this content to web browserClose connectionAccept next connection
Static ContentStatic ContentStatic ContentStatic Content
Dynamic ContentDynamic ContentDynamic ContentDynamic Content
Website Website Server Server
PropertiesPropertiesWindow Window
Website Website Server Server
PropertiesPropertiesWindow Window