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7/31/2019 Chapter 5 Advanced E-Commerce (Dr.Maha)
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Chapter 5
Strategy Formulation:Customer Interface
McGraw-Hill/Irwin
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5-3Chapter 5: Strategy Formulation:Customer Interface
Questions Answered in this Chapter: What are the seven design elements of the customer
interface? What determines the look-and-feel of the design?
What are the three content classifications? Why be concerned with community? What are the two ways in which websites can achieve
customization?
What types of communication can a firm maintain withits customer base? How does a firm connect with other businesses? What commerce features help websites perform
financial transactions?
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Introduction
Customer interface is the virtual representation of a firm's chosen value
proposition Seven design elements of customer interface
(7Cs) Context Content Community
Customization Communication Connection Commerce
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5-5Exhibit 5.1: The 7Cs of CustomerInterface
Context
Sites layout and design
Commerce
Sites capabilities toenable commercial transactions
Connection
Degree site is linked toother sites
CommunicationThe ways sites enable site-
to-user communication or two-way communication
Customization
Sites ability to self -tailor todifferent users or to allow users to personalize the site
Community
The ways sites enable user-to-user communication
Content
Text, pictures, sound, and video that webpages
contain
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5-6Exhibit 5.2: Fit and Reinforcement ofthe 7Cs
Context Content Community Customization Communication Connection Commerce
Business Model
Consistent Reinforcement
Individually Supporting Fit
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1-71-75-7What Determines the Look-and-Feelof the Design? First: Context
Context captures its aesthetics and functional look-and-feel Dimensions of Context
1. Function refers to the organization and accessibility of information Section Breakdown is the way the site is organized into
subcomponents Linking Structure enables users to move easily between sections Navigation Tools facilitate how the user moves through the site Speed is measured by the time needed to display a page on a
users screen Reliability how often a site experiences downtime Platform Independence is measured by how well the website can
run on multiple platforms, including old versions of Web browsers Media Accessibility the ability of a site to download to various
media platforms
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1-81-85-8
First: Context (contd)
2. Aesthetics refers to the visual characteristics of a site Color Scheme refers to the colors used throughout the site Visual Themes help to tell the story portrayed across the site
Context Classifications
Aesthetically Dominant: Emphasis is on the look-and-feel of the site. This type of site makes heavy use of visual elements
Functionally Dominant: Emphasis is on the display of textualinformation.
This type of site limits the visual design to a minimum
Integrated: Balance of form and function. These sites have a clear and appealing theme that support the underlying
graphics
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1-91-95-9Exhibit 5.3: Form vs. Function-The Design Context Frontier
Integrated
AestheticallyDominant
HighLow
High
Low
FUNCTION
FunctionallyDominant
Frontier isgradually moving
outward astechnologyadvances
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1-101-105-10Exhibit 5.4: Aesthetically Dominantexample KMGI.com
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1-111-115-11Exhibit 5-5: Functional Dominant Brint.com
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1-121-125-12Exhibit 5-6: Integrated Example Patagonia.com
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1-131-135-13Second: ContentDeciding What Information to Include
The Content of a website refers to all the digital information on the site
Evaluating Content Offering Mix
Content of a site can include products, information, services, or a mix of these
three Appeal Mix Company's value proposition is projected in the promotional and
communications messages of a site Multimedia Mix
Refers to the choices of media including text, audio, image, video and graphics Timeliness Mix
information presented on a site is time-sensitive Current Content
Highly time-sensitive information with very short shelf life Reference Content
less time-sensitive information with longer shelf life
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1-141-145-14Exhibit 5-7: A Framework toUnderstand Content Classifications
Superstore
Category
Killer
SpecialtyStore
NUMBER OFPRODUCT
CATEGORIES
Multiple
Single
Narrow Broad
DEPTH OF PRODUCT LINE
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Second: Content (contd) Content Classifications
Product Dominant: Encompasses store sites thatprimarily sell physical goods
Superstore One-stop shop offering a wide range of goods in multiple product
categories
Category Killer Sites offering a comprehensive selection of products and services
but only within a specific category Specialty Store
Stores offering exceptional quality and exclusivity in single or multiple categories of products
Information Dominant: Encompasses store sites thatfocus heavily on information
Service Dominant: Encompasses store sites that focuson the services offered, often for a fee
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1-161-165-16Exhibit 5-8: Category Killer Example PetSmart
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1-171-175-17Exhibit 5-9: Specialty Store Frontgate.com
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1-181-185-18Exhibit 5-10: Information-DominantExample Fast Company
h b
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1-191-195-19Exhibit 5-11: Service DominantExample PlasticsNet
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Third: Community
Community includes a feeling of membership ina group along with a strong sense of involvement and shared common interests
Five components determine the shape of onlinecommunities: Characteristics Member Motivation
Member Participation Member Benefits Interaction Tools
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Characteristics
The more evolved the community the more likelyit 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 fromother members
Relationships - interaction between individuals leads tofriendships
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 anddevelops a system for policing itself
E hibi 5 12 C i i El
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1-221-225-22Exhibit 5-12: Communities Elements,Types & Benefits
Member Benefits
Need fulfillment Inclusion Mutual influence
Shared experiences/ information
Why members are
motivated to join thecommunity
Community Characteristics
How members
participate in thecommunity
Cohesion Effectiveness Help Relationships Language Self-regulation
Interaction Tools
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Community Classifications
Nonexistant - sites that have no community offer noway for users to interact with one another, on either aone-to-one basis or one-to-many basis
Limited - sites that offer features such as reading and posting information, stories, or opinions
Strong - sites that offer interactive community functionssuch as chat rooms and message boards
E hibi 5 13 Li i d C i
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1-241-245-24Exhibit 5-13: Limited CommunityEx. Gillette Womens Cancer Connection
E hibi 5 14 S C i
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1-251-255-25Exhibit 5-14: Strong CommunityExample Bolt.com
F th C t i ti
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1-261-265-26Fourth: CustomizationCreating an Individualized Website
refers to a site's ability to tailor itself to eachuser or to be tailored by the user
Dimensions of Customization
Personalization: user initiates & manages the customization process
Tailoring:
Software dynamically publishes unique versions of the site to address specific user's interests, habits &needs more appropriately
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Fourth: Customization (Contd)
Commonly used customization features: E-mail accounts
Users can send and receive e-mail from the site, using a free,unique e-mail address
Content and layout configuration Users can design their own homepage, within limits, by choosing
background colors, layout design, and content sources Storage
Users can store e-mail, URLs, favorite content, or items they
want to buy Agents
Computer programs can perform simple tasks upon request,such as notifying a user via e-mail when a product is in stock
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5 28E hibit 5 15 P li ti b U
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1-281-285-28Exhibit 5-15: Personalization by UserExample MyLook.com
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5 29E hibit 5 16 T il i g E l
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1-291-295-29Exhibit 5-16: Tailoring Example Amazon Homepage for Two Users
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5 30Fifth: Comm nication
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1-301-305-30Fifth: CommunicationKeeping in Touch with Users
refers to the dialogue between a site & its users Dimensions of Communication
Broadcast One-way information exchange from organization to user. can be in the form of mass mailing, FAQ, e-mail newsletters,
content-update reminders and broadcast events
Interactive Two-way communication between the organization and a
user. can be in the form of e-commerce dialogue, customer service
and user input
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Fifth: Communication
Communication Archetypes 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
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
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5 32Exhibit 5 17: One to One Live
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1-321-325-32Exhibit 5-17: One-to-One, LiveInteraction Example LivePerson.com
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5-33Sixth: Connection
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1-331-335-33Sixth: ConnectionLinking with Other Websites
is the degree to which a given site is able to linkto other sites Dimensions of Connection
Outside Links Links that take the user completely outside the home site and
into a third-party site Framed Links
Links that take the user to a third-party site that open in thesame browser window and that are framed by the home sitein some way
Pop-Up Windows Links that open up the new site in another browser windowwhile the original website stays in the background
Outsourced Content Content that comes from an outside supplier
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5-34Exhibit 5 18: Outsourced Content
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1 341 345 34Exhibit 5-18: Outsourced ContentExample Real.com
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1 351 355 35
Sixth: 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
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5-36Exhibit 5 19: Destination Site
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1 361 365 36Exhibit 5-19: Destination Site NYTimes.com
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5-37Exhibit 5 20: Hub Example Industry
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1 371 375 37Exhibit 5-20: Hub Example IndustryCentral
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5-38Exhibit 5 21: Portal Site Example
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Exhibit 5-21: Portal Site Example Yahoo
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5-39Seventh: Commerce
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Seventh: CommerceEnabling Financial Transactions
refers to the sale of information, products or services on the site.
Dimensions of Commerce Functional tools that are the commerce-enabling
features of a website
Registration Orders Through Affiliates
Shopping Cart Configuration Technology
Security Order Tracking
Credit-Card Approval Delivery Options
One-Click Shopping
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Seventh: Commerce (contd)
Commerce Classifications: Low
These websites have the ability to process transactions, butwith few of the tools that enable e-commerce
Medium: Some websites have no need for all the commerce activities
and contain financial transactions as a necessary feature butnot as their main purpose.
High These websites are fully equipped with all or almost all the
functional tools that enable e-commerce.
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Exhibit 5-22: Map of 7Cs Framework
Context AestheticallydominantFunctionally
dominant Integrated
Content Product-dominant Information-dominant Service- dominant
Community Nonexistent Limited Strong
Customization Generic Moderatelycustomized Highly customized
CommunicationOne-to-many,nonrespondi
ng user
One-to-many,
responding
user
One-to-one,nonrespondi
ng user
One-to-one,responding
user
Connection Destination Hub Portal
Commerce Low Medium High
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5-42Exhibit 5-23: Foot Locker
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Exhibit 5-23: Foot Locker(www.footlocker.com )
Context AestheticallydominantFunctionally
dominant Integrated
Content Product-dominant Information-dominant Service-dominant
Community Limited Strong
Customization Generic Moderatelycustomized Highly customized
CommunicationOne-to-many,
nonresponding
user
One-to-many,responding
user
One-to-one,nonresponding
user
One-to-one,responding user
Connection Destination Hub Portal
Commerce Low Medium High
Nonexistent
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5-43Exhibit 5 24: Cool Running
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Exhibit 5-24: Cool Running(www.coolrunning.com )
Context AestheticallydominantFunctionally
dominant Integrated
Content Product-dominantInformation-
dominant Service-dominant
Community Nonexistent Limited Strong
Customization Generic Moderatelycustomized Highl
CommunicationOne-to-many,responding
user
One-to-one,nonresponding
user
Connection Destination Hub Portal
Commerce Low Medium High
Information-dominant
Functionallydominant
Strong
Highly Customized
One-to-one
Responding user
Hub
Low
One-to-manyNonresponding
user
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5-44Exhibit 5-25: MarketWatch com
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Exhibit 5-25: MarketWatch.com(www.cbs.marketwatch.com )
Context Aestheticallydominant Integrated
Content Product-dominant Service-dominant
Community Nonexistent Limited Strong
Customization Generic Highly customized
Communication
One-to-many,
respondinguser
One-to-one,nonresponding
user
One-to-one,responding user
Connection Destination Hub Portal
Commerce Low Medium High
FunctionallyDominant
Information-dominant
Strong
Moderatelycustomized
Strong
Low
One-to-manyNonresponding
user
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5-45Exhibit 5-26: CBS MarketWatch com
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Exhibit 5 26: CBS MarketWatch.comHomepage