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Business to Business

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Submitted By sinaqueen
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04/09/2011

The Customer Interface

CONFIDENTIAL

The 7Cs of the Customer Interface
Context
Site’s layout and design

Content
Text, pictures, sound, and video that webpages contain

Commerce
Site’s capabilities to enable commercial transactions

Community
The ways sites enable user-touser communication

Connection
Degree site is linked to other sites

Customization
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

1 Context: Determining the look-end-feel of the site’s design

Context Classifications
Aesthetically Dominant
• High form low function •Look-and-feel of the site is the primary emphasis •The site is slow to load, limited in information

Functionally Dominant
• Low form high function •Focused on the display of textual information •The visual design is limited •Pure text – no graphics, sound or animation

Integrated

• Balance of form and function •Attractive and easy-touse interface •The use of a clear design theme, small images and plenty of white space

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Aesthetic Example —KMGI.COM

Functional Dominant —Brint.com Integrated Example —Patagonia .com
Links are both textual and graphical

Notice the overload of links

Patagonia’s integrated approach is a balance of form and function that creates an attractive and easy-to-use interface:

2 Content: Deciding what information to include 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 Appeal Mix Multimedia Mix Content Type

Products

Cognitive functional, low price, availability, etc.

Text Current Audio

Choices

Information Emotional humor, warmth, stories, etc.

Image

Video Reference Graphics

Services

3 Community: Fostering a sense of belonging

Three Types of Community Classifications
• Sites that have no community offer no

Nonexistent Community

way for users to interact with one another • Examples: Barnes & Noble.com, latimes.com, CNN.com

• Sites offer features such as reading and

Limited Community

posting information, stories or opinions • Examples: Gillete Women’s Cancer Connection, Amazon.com, Circuit City

• Sites offer interactive community

Strong Community

functions such as chat rooms and message boards • Examples: Daily Jolt, Match.com, Bolt.com

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4 Customization: Creating an individualized website
Customization initiated by the user is called personalization, while customization initiated by the website is called tailoring Personalization


Tailoring
– Many sites dynamically publish unique versions of themselves to address a specific user’s interests, habits and needs – Some sites use a recommendation engine to adapt automatically to each user’s behavior and to vary the site’s offering mix of products – Some sites user based behavior of with similar make recommendations to the on the past purchases or that particular user or other users profiles

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



Storage
– Users can store e-mail, URLs, favorite content, or items they want to buy



Agents
– Computer programs, also known as agents, can perform simple tasks upon request

– Some sites even tailor prices or payment terms based on what they think the user will spend

Personalization by User Example—MyLook.com
Enables the user to modify site content and context based on consciously articulated and acted-upon preferences:

The first step in this site’s customization process is to choose the category with which you are the best fit; content will then be customized accordingly.

Tailoring Example—Amazon Homepage for Two Users
Enables the site to reconfigure itself based on past behavior by the user or by others with similar profiles:

5 Communication: Keeping in touch with users

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

Broadcast


Interactive
E-Commerce

Mass Mailings
– Websites occasionally send e-mails in large volumes to their entire user base

Dialogue

– Organizations and users trade e-mails regarding order placement, tracking and fulfillment
Customer



FAQs
– Answers to frequently asked questions

Service



E-Mail Newsletters
– Inform site subscribers of site changes, special offers, new features, etc.

– Organizations can provide customer service by swapping e-mails or through live online dialogue
User

Input

Content-Update

Reminders

– E-mail reflecting user interest in a particular content area
Webcast

– User-generated content such as userwritten articles, user ratings and user feedback to the site

Events

– Events can be broadcast from a website (webcast) that allows limited user control

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6 Connection: Linking with other websites
: Connection Features
Sites connect with other businesses in the following ways: Outside Links Pop-Up Windows

Links can take the user completely outside of the home site

KEY
Links can take the user to a new site, but the home site is still in the background

Home site Connected Sites

Framed Links

Outsourced Content

Links can take the user to a new site, but the new website is literally framed in some way by the original site

Site content is derived from third parties

7 Commerce: Enabling financial transactions
Commerce Features
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

One-Click

Shopping

– A patented feature that allows users to place and order products with a single click
Orders



Shopping Cart
– Users can place items in their personal, virtual shopping cart and buy them immediately or on another visit to the site

Through Affiliates

– Sites must be able to track orders that come from and go to affiliates
Configuration

Technology



Security
– Attempt to guarantee the security of transactions and related data through encryption and authentication technologies

– Users can test product compatibility with the aid of configurator software
Order

Tracking

Credit-Card

Approval

– The ability to check the delivery status
Delivery

– The ability to receive instant credit approval for credit card purchases through electronic links to clearance houses

Options

– Users have a choice of options to specify their desired speed and cost of delivery

Mapping the 7Cs framework

Foot Locker (www.footlocker.com)
Context Content Community Customizati on Communic ation Aesthetically dominant Productdominant Nonexistent Generic One-tomany, nonrespondi ng user Destination Low Functionally dominant Informationdominant Limited Moderately customized One-tomany, responding user Hub Medium Integrated Service-dominant Strong Highly customized One-to-one, responding user Portal High

One-to-one, nonrespondi ng user

Connection Commerce

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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 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 with its customer base? – How does a firm connect with other businesses? – What commerce features help websites perform financial transactions?

Usability, Credibility and Persuasion

Key concepts in improving the online customer experience
• Usability (ISO)
– The extent to which a product can be used by specified users to achieve specified goals/tasks with effectiveness, efficiency and satisfaction in a specified context of use.

• Accessibility
– An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired. – Also helps Search engine optimisation

• Persuasion
– Maximising returns from web investments

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User Behaviors
• Scanning
– Web users tend to scan web pages, not read them

• Text attracts attention before graphics
– Of users’ first three eye-fixations on a page, only 22% were on graphics, 78% was on text

Narrow and deep navigation

(a) Narrow and deep and (b) broad and shallow organisation schemes

Narrow and deep organisation scheme for consumers at Sainsbury’s online groceries site (http://www.sainsburystoyou.com/webconnect/index.jsp)

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Fig

Broad and shallow organisation scheme and professional style at Cisco.com

Marketing led site design
Design drivers Customer acquisition Conversion Retention Service quality Branding Site style – colour, images typography, layout Site personality – its avatar or identity depends on targets eg www.cisco.com Chaffey

Page Design and Architecture

Keyword density Search engines don’t go beyond 2 directory levels Entry (landing) pages Stand alone – link to relevant page Ensure relevance to ad keywords Unique content Substantial and useful information Name images, rich media and pdf’s after keywords Use global navigation on every page

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Layout

Top Ten Guidelines for Homepage Usability
The homepage is the most important page on most websites. Links from search engines and other websites that reach deep inside the site can land elsewhere. However, one of the first things these users do after arriving at a new site is go to the homepage. Deep linking is very useful, but it doesn't give users the site overview a homepage offers Nielsen http://www.useit.com/
Make the Site's Purpose Clear: Explain Who You Are and What You Do

IVP – Internet value proposition Different Solve their problem Not available in the real world

1. Include a One-Sentence Tagline Start the page with a tagline 2. Write a Window Title with Good Visibility in Search Engines and Bookmark Lists. Begin the TITLE tag with the company name, followed by a brief description of the site. 3. Group all Corporate Information in One Distinct Area investor relations, or PR 4. Emphasize the Site's Top High-Priority Tasks 5. Include a Search Input Box Search 6. Show Examples of Real Site Content 7. Begin Link Names with the Most Important Keyword 8. Offer Easy Access to Recent Homepage Features 9. Don't Over-Format Critical Content, Such as Navigation Areas 10. Use Meaningful Graphics

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Online Value Proposition
This is a unique, immediately recognisable statement of What the site represents Different from competitors Not available in the real world Makes a difference to visitors lives Use to build a tag line
“…we don’t stop playing because we get old; we get old because we stop playing”

Dynamic Design and Personalisation
Customisation via preferences, recommendations, saved itinerary or Samples, communication choices,

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Be Succinct! (Writing for the Web)
The three main guidelines for writing for the Web are:

•Be succinct: write no more than 50% of the text you would have used in a hardcopy publication •Write for scannability: don't require users to read long continuous blocks of text •Use hypertext to split up long information into multiple pages

http://www.poynter.org/content/content_view.asp?id=70472

Use heatmaps or overlays to assess engagement

Source: Eyetools

How Users Read on the Web……..They don't.
People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences. A recent study found that 79 percent of test users always scanned any new page they came across; only 16 percent read word-by-word. As a result, Web pages have to employ scannable text, using •highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others) •meaningful sub-headings (not "clever" ones) •bulleted lists •one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph) •the inverted pyramid style, starting with the conclusion, supporting info and then background •half the word count (or less) than conventional writing

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Matching Content to Site Location
Web Analytics Data Marketer’s Response
Place product offers, rotate weekly Promote online store Sell advertising Include toll-free number Remind users to bookmark page Replace offers on the least-visited day Ramp up sales pitch leading up to most popular day ―Liquidation Sale‖ on day following most popular Increase pay-for-perfomance positions on search engines during strongest performing days Promote ―limited time‖ offers Offer coupons in exchange for email addresses Launch exit pop-up surveys

Most Popular Entry Pages

Visits by Day of the Week

Most Popular Exit Pages

Usability for Task-Oriented Sites
• Users looking to solve problems want efficiency and effectiveness
– Fast response time – Effective navigation – Responsiveness to user goals – Higher interactivity and quality content

Usability for Experiential Sites
• Gaming and entertainment sites among the ―stickiest‖ and most profitable online
– Pokerstar.com, Xbox Live

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Usability for Experiential Sites
• Gaming and entertainment sites among the ―stickiest‖ and most profitable online
– Pokerstar.com, Xbox Live

• Different priorities than for task-oriented web sites
– Emphasis on beauty, flow, engagement – Greater concerns about latency

Credibility and Persuasion
• Anyone can build a web site • Users seek out credibility clues •Ease of use •Indicators of outside endorsements •Accurate and complete information •Absence of advertisements

Credibility and Persuasion
The Stanford Credibility Guidelines 1. 2. 3. 4. 5. 6. 7. 8. 9. 10 Make it easy to verify accuracy of information on the site. Show that there is a real organization behind the site. Highlight expertise in organization, content and services. Show honest and trustworthy people behind the site. Make it easy to contact. Design site so it looks professional and appropriate. Make the site easy to use – and useful. Update site’s content often (or indicate recent review). If possible, avoid advertisements on the site. Avoid errors of all types, no matter how small they seem.

SOURCE: B.H. Fogg, Stanford Web Credibility Project (2004), Stanford Persuasive Technology Lab

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Credibility and Persuasion
• Usability experts emphasize simplicity and benefits of online text • Marketers value long tradition of using images for persuasive purposes • Visual metaphor can be the tradeoff between straightforward information and other branding goals

Credibility and Persuasion
AskJeeves.com: matching simplicity with effective imagery

SOURCE: ©PRNewsFoto/AskJeeves, Inc.

Page Schematic
LOG OUT | ABOUT ACME | FAQ’S | FEEDBACK | SITE MAP | HELP | REGISTER

ACME LOGO
PRODUCT SELECTOR

LOG IN:

USER NAME:

PASSWORD:

GO

Select Product Type Select Product Use

SITE SEARCH GO
Select Search Filter

GO

MY PRODUCTS

PRODUCT INFO

MY ACCOUNT

FEATURED PRODUCTS
1. 2. 3. 4. ACER(BENQ) 3210 32XR/10X-RW/40X-RD EIDE AOPEN 17" LCD TFT MONITOR WITH SPEAKER ASUS A7V333 VIA KT333 CHIPSET ULTRA ATA133 CANON S900 COLOR BUBBLEJET PHOTO PRINTER D-LINK DI-704P BROADBAND GATEWAY DSL/CABLE ROUTER INTEL BOXD845GBVL INTEL 845G CHIPSET ULTRA ATA100 1.

SALE PRODUCTS
AMD ATHLON 1100MHZ 1.1GHZ (A1100AMS3B) 200MHZ OEM W/O COOLING FAN (1 YEAR WARRANTY) EZCAM EZ PHONE CAM EZ-389 640X480 USB DIGITAL CAMERA EZCAM EZDUAL EZ-308 640X480 USB DIGITAL CAMERA INTEL PLAY ME2CAM VIRTUAL GAME SYSTEM INTEL/XIRCOM CWE1130NA WIRELESS MOBILE ADAPTER

NEWS ALERTS TITLE HEADER
Lorem ipsum dolit sum torim del gotto colli elum podin del accum sum to dolit tel gorum elum at podin accum sum ipsum dolit sum tutorim del gotto podin accum sum. Uto lorem ipsum dolit sum torim del gotto colli elum podin
MORE >.

2.

3.

5.

4. 5.

6.

Site Map | Terms Of Use | Privacy Policy

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04/09/2011

Exhibit 9–6: Sample Site Map

14

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...cover cover next page > Cover Business, Management and Finance Small Business; Entrepreneurship title author publisher isbn10 | asin print isbn13 ebook isbn13 language subject publication date lcc ddc subject : : : : : : : Entrepreneurship and Small Business Burns, Paul. 0333914732 9780333914731 9781403917102 : : : : cover next page > file:///Z|/_==%CF%CE%C8%D1%CA==/Entrepreneurship%.../0333914732__gigle.ws/0333914732/files/cover.html [06.10.2009 1:01:58] page_i < previous page page_i next page > page_i next page > Page i Entrepreneurship and Small Business < previous page file:///Z|/_==%CF%CE%C8%D1%CA==/Entrepreneurship%...0333914732__gigle.ws/0333914732/files/page_i.html [06.10.2009 1:02:00] page_ii < previous page page_ii next page > page_ii next page > Page ii < previous page file:///Z|/_==%CF%CE%C8%D1%CA==/Entrepreneurship%2...0333914732__gigle.ws/0333914732/files/page_ii.html [06.10.2009 1:02:00] page_iii < previous page page_iii next page > page_iii next page > Page iii Entrepreneurship and Small Business Paul Burns < previous page file:///Z|/_==%CF%CE%C8%D1%CA==/Entrepreneurship%2...333914732__gigle.ws/0333914732/files/page_iii.html [06.10.2009 1:02:00] page_iv < previous page page_iv next page > Page iv © Paul Burns 2001 All rights reserved. No reproduction, copy or transmission of this publication may be...

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...CHANGING CLOTHES. CHANGING CONVENTIONAL WISDOM. CHANGING THE WORLD. Fast Retailing has the conviction and vision to face the challenge of creating a better world. PARIS Valerie Dassier, Head of E-Commerce and Customer Care, Comptoire des Cottonniers and Princess Tam Tam To become a leader, it’s not enough to do it a little bit better. Great leaders see a different reality. LONDON Kate Pierre, Store Manager, Uniqlo UK We are going to be the number one casual clothes company in the world. And we will look to our managers in the company to take on bigger roles in their local countries and abroad. MOSCOW Aleksandr Kurchatov, Store Manager, Uniqlo Your attitude and your smile go a long way. My philosophy is to give people the chance to smile and they will open up. NEW YORK Jennifer Parker, VP Store Management, Theory, NY More than any other retailer, FR empowers people to be the CEOs of their own four walls. They put the onus on the store manager to change themselves and make it the most important role. SAN FRANCISCO Daisuke Tsukakoshi, Director West Coast, Uniqlo USA In the U.S., the home of casual clothing, competition is fierce. We’ll need people who are willing to play major roles in opening up this effort. SHANGHAI Joanne Lam, Merchandising Director, Uniqlo, Hong Kong and Mainland China I always admired Coco Channel as a kid. She turned around the whole fashion industry of her time. I want to work in a big company that is prepared to make that...

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