Copyright © 2002 Marketspace LLC Copyright © 2002 Rayport and Jaworski Customer Interface Dr Sherif Kamel The American University in Cairo

Copyright © 2002 Marketspace LLCCopyright © 2002 Rayport and Jaworski

Customer InterfaceCustomer Interface

Dr Sherif KamelThe American University in Cairo

Copyright 2002 Marketspace LLCCopyright © 2002 Rayport and Jaworski

Customer Interface — Today’s Objective

Develop an understanding of the technology – mediated customer interface


Customer Interface

The seven design elements of the customer interface The alternative “look and feel” approaches to design The five content archetypes Be concerned with community The levers used to customize a site Types of communication a firm maintains with its customer base The alternative pricing models of commerce archetypes Case studies: Schwab and Palm Conclusion


The 7Cs of the Customer Interface

Context

Site’s layout and design

Context

Site’s layout and design

Commerce

Site’s capability to enable commercial transactions

Commerce

Site’s capability to enable commercial transactions

Connection

Degree site is linked to other sites

Connection

Degree site is linked to other sites

Communication

The ways sites enable site-to-user communication or two-way

communication

Communication

The ways sites enable site-to-user communication or two-way

communication

Customization

Site’s ability to self-tailor to different users or to allow

personalization

Customization

Site’s ability to self-tailor to different users or to allow

personalization

Community

The ways sites enable user-to-user communication

Community

The ways sites enable user-to-user communication

Content

Text, pictures, sound and video that webpages contain

Content

Text, pictures, sound and video that webpages contain


Dimensions of Context

VISUAL

Section Breakdown The way the site is organized into

subcomponents

Linking Structure The site’s approach to linking alternative

sections

Navigation Tools Facilitate how the user moves through the

site

Color Scheme The colors used throughout the site

Visual Themes Help to tell the stories portrayed across the

site

VISUAL

Section Breakdown The way the site is organized into

subcomponents

Linking Structure The site’s approach to linking alternative

sections

Navigation Tools Facilitate how the user moves through the

site

Color Scheme The colors used throughout the site

Visual Themes Help to tell the stories portrayed across the

site

PERFORMANCE

Speed The time required to display a site page on

the user’s screen

Reliability How often is the site down? Percent of times that the site correctly

downloads to user

Platform Independence How well the site runs on various platforms

Media Accessibility The site’s ability to run on various devices

Usability The ease with which the site can be

navigated by users

PERFORMANCE

Speed The time required to display a site page on

the user’s screen

Reliability How often is the site down? Percent of times that the site correctly

downloads to user

Platform Independence How well the site runs on various platforms

Media Accessibility The site’s ability to run on various devices

Usability The ease with which the site can be

navigated by users

The context of a site can take many different forms:


Dimensions to 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 Dimension

Choices

Offering MixOffering Mix Appeal MixAppeal Mix Multimedia Mix

Multimedia Mix Content TypeContent Type

Products

Services

Information

Cognitivefunctional, low price,

availability,etc.

Emotionalhumor,warmth,stories,

etc.

Text

Audio

Video

Image

Graphics

Current

Reference


Intro to the Five Content Archetypes

Offering DominantOffering Dominant

We will first describe each archetype and then give an example of each:

Information DominantInformation Dominant

Market DominantMarket Dominant

SuperstoreSuperstore

Category KillerCategory Killer

Specialty StoreSpecialty Store


A Framework for Understand Offering-Dominant Archetypes

Superstore

CategoryKiller

SpecialtyStore

Number of Product

Categories

Multiple

Single

Narrow Broad

Depth of Product Line

Classifying content archetypes on two dimensions:


Superstore Example — Amazon.com

One-stop shop where the customer can find a wide range of goods in multiple product categories:

Note the array of product

categories on the site.

Note the array of product

categories on the site.


Category Killer Example — Petsmart.com

Exclusively provides products and services by specific product or by a customer-needs category:

Again, note the categories; rather than

being broad, they focus on a single vertical.

Again, note the categories; rather than

being broad, they focus on a single vertical.


Specialty Store Example — Frontgate.com

Focuses on exceptional quality and exclusivity while selling single or multiple categories of products:

The site offers a broad array of products, but

they are all high-end, premium

quality products

The site offers a broad array of products, but

they are all high-end, premium

quality products


Information-Dominant Example — Business 2.0

Organize and house vast archives of information and provide tools to the customer to explore areas of interest and find answers to specific questions:

“New economy, new rules, new leaders” — this site is focused

entirely on providing timely information to

business leaders

“New economy, new rules, new leaders” — this site is focused

entirely on providing timely information to

business leaders


Content Archetype

Physical Product

Information Service

Superstore

Walmart.com Amazon.com

CEOExpress.com IBMSolutions.com

Category Killer Petsmart.com DowJones.com

CNNfn.com Schwab.com

Specialty Store Frontgate.com Forrester.com Tradex.com

Information Dominant Census.gov IFilm.net Digitalthink.com

Market Dominant PlasticsNet.com VerticalNet.com Monster.com

Drill Down — Content Archetypes vs. Offering Types

Each of the content archetypes can be illustrated with a product, information or services example:


Market-Dominant Example — PlasticsNet.com

Create markets where buyers and sellers congregate to conclude transactions:

This site creates an online market for the plastics

industry; note the supplier

information and product specs

available

This site creates an online market for the plastics

industry; note the supplier

information and product specs

available


• Cohesion

• Effectiveness

• Help

• Relationships

• Language

• Self-Regulation

• Cohesion

• Effectiveness

• Help

• Relationships

• Language

• Self-Regulation

Just FriendsJust Friends

Enthusiasts Enthusiasts

Friends inNeed

Friends inNeed

PlayersPlayers

TradersTraders

Need Fulfillment

• Inclusion

• Mutual Influence

• Shared Emotional Experiences

Need Fulfillment

• Inclusion

• Mutual Influence

• Shared Emotional Experiences

Degree ofParticipationDegree of

Participation

Communities — Elements, Types and Benefits

Elements of Community

Types ofCommunities

Member Outcomes: Participation and Benefits


Dimensions of Community

The cohesion of a site can come about through several different methods:

INTERACTIVE

Chat Asynchronous chat allows users to

consider and formulate responses in nonreal time

Instant Messaging Allows messages to happen quickly

because each participant sees the message within seconds of when it is sent

Message Boards Allows users to communicate by posting

messages at a location on the site

Member-to-Member E-Mail The “killer app” of the Web, acting as a

virtual post office for digitized messages

INTERACTIVE

Chat Asynchronous chat allows users to

consider and formulate responses in nonreal time

Instant Messaging Allows messages to happen quickly

because each participant sees the message within seconds of when it is sent

Message Boards Allows users to communicate by posting

messages at a location on the site

Member-to-Member E-Mail The “killer app” of the Web, acting as a

virtual post office for digitized messages

VISUAL

Public Member Webpages Community members may have the option

of crafting their own webpages on a particular site

Member Content Similar to public member webpages, this

content is generated by members

VISUAL

Public Member Webpages Community members may have the option

of crafting their own webpages on a particular site

Member Content Similar to public member webpages, this

content is generated by members


Dimensions of Customization

Customization of a site can occur in many different ways:

PERSONALIZATION

Log-in Registration The site recognizes return users and

configures itself accordingly

Cookies Temporary files that track and gather data

about user’s behavior

Personalized E-Mail Accounts Provided free-of-charge to site users

Content and Layout Configuration Users select layout and content based on

their interests

Storage Sites provide virtual hard-disk storage

Agents Programs designed to perform simple tasks

PERSONALIZATION

Log-in Registration The site recognizes return users and

configures itself accordingly

Cookies Temporary files that track and gather data

about user’s behavior

Personalized E-Mail Accounts Provided free-of-charge to site users

Content and Layout Configuration Users select layout and content based on

their interests

Storage Sites provide virtual hard-disk storage

Agents Programs designed to perform simple tasks

TAILORING

Based on Past User Behavior Many sites adjust themselves dynamically

based on a user’s past behavior and preferences

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

TAILORING

Based on Past User Behavior Many sites adjust themselves dynamically

based on a user’s past behavior and preferences

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


Dimensions of Communication

Communication between a site and its users can occur in many different ways:

BROADCAST

Mass Mailings Broadcast transmissions of large volumes

of e-mail targeted at large audiences

FAQs Answers to frequently asked questions

E-Mail Newsletters Inform site subscribers of site changes,

special offers, etc.

Content-Update Reminders E-mail reflecting user interest in a particular

content area

Broadcast Events Events can be broadcast from a website

(webcast) that allows limited user control over such things as camera angle

BROADCAST

Mass Mailings Broadcast transmissions of large volumes

of e-mail targeted at large audiences

FAQs Answers to frequently asked questions

E-Mail Newsletters Inform site subscribers of site changes,

special offers, etc.

Content-Update Reminders E-mail reflecting user interest in a particular

content area

Broadcast Events Events can be broadcast from a website

(webcast) that allows limited user control over such things as camera angle

INTERACTIVE

E-Commerce Dialogue Organizations and users trade e-mails

regarding order placement, tracking and fulfillment

Customer Service Organizations can provide customer

service through trading e-mails or live online dialogue

User Input User-generated content such as supplier

ratings and user feedback to the site

INTERACTIVE

E-Commerce Dialogue Organizations and users trade e-mails

regarding order placement, tracking and fulfillment

Customer Service Organizations can provide customer

service through trading e-mails or live online dialogue

User Input User-generated content such as supplier

ratings and user feedback to the site


One-to-Many, Non-Responding Example — TheStandard.com

Communicates with users through mass mailings targeted at defined audiences:


One-to-Many, Non-Responding Example — CNN.com

Communicates with users through mass mailings targeted at defined audiences:

CNN.com sends out breaking news

e-mail alerts to interested users.

CNN.com sends out breaking news

e-mail alerts to interested users.


One-to-Many, Responding Example — BizRate.com

Communicates with a mass user group logged on as registered users or through e-mailings targeted at specific users:

Customers rate their experience

with online merchants; these

ratings are gathered and

communicated to registered users of

BizRate.com.

Customers rate their experience

with online merchants; these

ratings are gathered and

communicated to registered users of

BizRate.com.


One-to-Many, Live Interaction Example — Accrue 2000 Web Seminar

Allows users to interact with the site live, with information exchanged back and forth in real time:

This site recently broadcast a live

seminar; registered users were able to

participate by asking questions via chat in

real time.

This site recently broadcast a live

seminar; registered users were able to

participate by asking questions via chat in

real time.


One-to-One, Non-Responding User Example — Hallmark.com

Sends personalized messages to users to address specific user interests or needs, but there are no means for customer response:

Hallmark.com allows users to manage their

schedules by reminding users of

important upcoming dates (birthdays,

anniversaries, etc.).

Hallmark.com allows users to manage their

schedules by reminding users of

important upcoming dates (birthdays,

anniversaries, etc.).


One-to-One, Responding User Example — Amazon.com

Sends users personalized messages that address specific user interests or needs with the opportunity for users to respond:

Users can create their own storefront

using Amazon’s zShops. Users post

all information related to the

products they wish to sell on Amazon’s site; they can also check order status on the site and be

notified of sales via e-mail.

Users can create their own storefront

using Amazon’s zShops. Users post

all information related to the

products they wish to sell on Amazon’s site; they can also check order status on the site and be

notified of sales via e-mail.


One-to-One, Live Interaction Example — LivePerson.com

Sends and receives personalized user messages or carries on chat sessions that address specific user interests or needs:

This site offers online customer support in real time via chat

sessions.

This site offers online customer support in real time via chat

sessions.


Dimensions of Commerce

There are many tools that sites provide to originate and facilitate commerce:

TOOLS FOR ENABLING COMMERCE

Registration Allows the site to store information about users and user preferences

Shopping Cart, One-Click Shopping Facilitates online shopping by making it more user-friendly

Security, Credit-Card Approval Enables online transactions by allowing users to securely share credit-card information

Orders Through Affiliates Sites must be able to track orders that come from and go to affiliates

Configuration Technology Users can test product compatibility, and price trade-offs and product substitutions online.

Order Tracking, Delivery Options Once orders are placed on the site, users can choose how they would like their products

delivered and track those orders from the site to their front door.

TOOLS FOR ENABLING COMMERCE

Registration Allows the site to store information about users and user preferences

Shopping Cart, One-Click Shopping Facilitates online shopping by making it more user-friendly

Security, Credit-Card Approval Enables online transactions by allowing users to securely share credit-card information

Orders Through Affiliates Sites must be able to track orders that come from and go to affiliates

Configuration Technology Users can test product compatibility, and price trade-offs and product substitutions online.

Order Tracking, Delivery Options Once orders are placed on the site, users can choose how they would like their products

delivered and track those orders from the site to their front door.


Conclusion

After today’s lesson, you should be able to answer the following questions:

What are the seven design elements of the customer interface?What are the alternative “look and feel” approaches to design?What are the five content archetypes?Why be concerned with community?What are the levers used to customize a site?What types of communication can a firm maintain with its customer

base?How does a firm connect with other businesses?What are alternative pricing models of commerce archetypes?

Documents

Copyright © 2002 Marketspace LLC Copyright © 2002 Rayport and Jaworski Customer Interface Dr Sherif Kamel The American University in Cairo