chapter

Customer Interface

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Customer Interface — Today’s
Objectives
 Objectives will be to:

 Understand the seven elements of customer interface — the

“7Cs”

 Explore the significance of the user interface

 Take a closer look at the dimensions of the 7Cs

 Apply the 7Cs to a real-world example — eBay

Chapter 5: Customer Interface
 What Are the Seven Elements of Customer Interface?

 A Closer Look at the Dimensions of the 7Cs

 Case Study of the 7Cs With EBay’s Interface

 Conclusion
Chapter 5: Customer Interface
 What Are the Seven Elements of Customer Interface?

 A Closer Look at the Dimensions of the 7Cs

 Case Study of the 7Cs With EBay’s Interface

 Conclusion
The 7Cs of the Customer Interface
 Site’s layout and design
1. Context

 Text, pictures, sound and video that

2. Content webpages contain

 The ways sites enable user-to-user

3. Community communication

 Site’s ability to self-tailor to different users

4. Customization or to allow users to personalize the site

 The ways sites enable site-to-user

5. Communication communication or two-way communication

 Degree site is linked to other sites

6. Connection

 Site’s capabilities to enable commercial

7. Commerce transactions
Chapter 5: Customer Interface
 What Are the Seven Elements of Customer Interface?

 A Closer Look at the Dimensions of the 7Cs

 Case Study of the 7Cs With EBay’s Interface

 Conclusion
Exhibit 5.2: Function Design:
CEOExpress
Exhibit 5.3: Aesthetic Design:
Apple.com
Exhibit 5.4: Hybrid Design: Territory
Ahead
Dimensions of Content

Offering
Offering Mix
Mix

Appeal
Appeal Mix
Mix

Content
Multimedia
Multimedia Mix
Mix

Content
Content Type
Type
Do Graphics Enhance or Encumber
Website Usability?
Point-Counterpoint

Graphics Enhance Graphics Encumber

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
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

product described on a website is graphics may result in increased site

one that will meet their needs and download time
preferences before they make the
purchase
Graphics enhance the aesthetics of

the website
Community

Community
Community cancan create
create
attractive
attractive content
content

Community
Community
Community can can make
make
certain
certain activities
activities possible
possible or
or
easier,
easier, thus
thus satisfying
satisfying
needs
needs not
not attainable
attainable
individually
individually
Dimensions of Customization

Personalization
Personalization

Customization
Tailoring
Tailoring by
by Site
Site
Dimensions of Customization

Personalization Tailoring by Site

Login Registration Tailoring based on past user

Cookies
behavior
Personalized E-Mail Accounts Tailoring based on behavior of other

users with similar preferences

Content and Layout Configuration

Storage

Agents
Exhibit 5.10: Customization &
Personalization: Lands’ End
Dimensions of Communication

Broadcast
Broadcast

Communication
Interactive
Interactive
Dimensions of Communication

Broadcast Interactive

Mass Mailings E-Commerce Dialogue

FAQs Customer Service

E-Mail Newsletters User Input

Content Update Notifications

Broadcast Events
Dimensions of Connection

Links
Links to
to Sites
Sites

Homesite
Homesite Background
Background

Connection Outsourced
Outsourced Content
Content

Percent
Percent of
of Homesite
Homesite Content
Content

Pathway
Pathway of
of Connection
Connection
Dimensions of Commerce

Registration
Registration
Orders
Orders Through
Through
Affilates
Affilates
Shopping
Shopping Cart
Cart
Configuration
Configuration
Technology
Technology
Security
Security Connection
Order
Order Tracking
Tracking
Credit
Credit Card
Card Approval
Approval

Delivery
Delivery Options
Options
One-Click
One-Click Shopping
Shopping
Online/Offline Integration of the 7Cs

Online Offline
Context
Context Context
Context

Content
Content Content
Content

Integration
Community
Community Community
Community
Consistency
Customization
Customization Customization
Customization
Synergy
Communication
Communication Communication
Communication

Connection
Connection Connection
Connection

Commerce
Commerce Commerce
Commerce
Exhibit 5.11: Fit and Reinforcement
 Fit and Reinforcement of 7Cs

Business
Business Model
Model

Individually Supporting Fit

Context
Context Content
Content Community
Community Customization
Customization Communication
Communication Connection
Connection Commerce
Commerce

Consistent Reinforcement
Chapter 5: Customer Interface
 What Are the Seven Elements of Customer Interface?

 A Closer Look at the Dimensions of the 7Cs

 Case Study of the 7Cs With EBay’s Interface

 Conclusion
Exhibit 5.13: EBay’s Homepage
Exhibit 5.20: EBay’s Reinforcement
Web
Chapter 5: Customer Interface
 What Are the Seven Elements of Customer Interface?

 A Closer Look at the Dimensions of the 7Cs

 Case Study of the 7Cs With EBay’s Interface

 Conclusion
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.