IM Revision Chapter 2

1
The 7Cs of the Customer Interface

• Context - Sites layout and design
• Content - Text, pictures, sound and video that
  webpages contain
• Community - The ways sites enable user-to-user
  communication
• Customization - Sites ability to self-tailor to
  different users or to allow users to personalize
  the site
• Communication - The ways sites enable
  site-to-user communication or two-way
  communication
• Connection - Degree site is linked to other sites
• Commerce - Sites capabilities to enable
  commercial transactions

2
Context Functional Design
3
Context Aesthetic Design (see also Tiffanys)
4
Context Hybrid Design
5
Offering Mix -products, information and services
Content
Appeal Mix -promotional and communications
messages (linked to value prop.) -cognitive
(functional-ex. Low price, reliability, customer
support) vs. emotional (ex. stories, humour)
Multimedia Mix
Content Type -static vs. dynamic, delayed,
real-time
6
Community can create attractive content
Community
Community can make certain activities possible or
easier, thus satisfying needs not attainable
individually
7
Customization
Personalization
Tailoring by Site
8
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9
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10
Communication
Broadcast
Interactive
11
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12
Links to Sites
Connection
Homesite Background
Outsourced Content
Percent of Homesite Content
13
Registration
Commerce
Shopping Cart
Orders Through Affiliates
Security
Order Tracking
Credit Card Approval
Delivery Options
One-Click Shopping