chapter 4 enhanced version exhibit / tables customer interface chapter october 23, 2000

Chapter 4

Enhanced Version

Exhibit / Tables

Customer Interface Chapter

October 23, 2000

CAS-COD-Prez-Date-CTL

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Exhibit 4-1: The 7Cs of the Customer Interface

Context

Site’s layout and design

Commerce

Site’s capabilities to enable commercial transactions

Connection

Degree site is linked to other sites

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 users

to personalize the site

Community

The ways sites enable user-to-user communication

Content

Text, pictures, sound and video that web pages contain


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Exhibit 4-2: Fit and Reinforcement of Cs

ContextContext ContentContent CommunityCommunity CustomizationCustomization CommunicationCommunication ConnectionConnection CommerceCommerce

Business ModelBusiness Model

Consistent Reinforcement

Individually Supporting Fit


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Exhibit 4-3: Performance of Lands’ End Site


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Exhibit 4-4: Form vs. Function — The Design Context Frontier

Integrated

Aesthetically Dominant

HighLow

High

Low

FUNCTION

AESTHETIC/FORM

Functionally-Dominant

Frontier is gradually moving

outward as technology advances


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Exhibit 4-5: Aesthetic Example — KMGI.com


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Exhibit 4-6: Functional Dominant — Brint.com


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Exhibit 4-7: Integrated Approach Example — Patagonia.com


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Point-Counterpoint

Can Maximize Both Cannot Maximize Both

Technology makes tradeoff irrelevant Case studies of firms that do both (Reflect.com) More pleasing to customers when both are

accomplished

Inherent tradeoffs in design choice Firms should focus on one dimension Segments gravitate toward one dimension

Supporting Slide 4-A

Point-Counterpoint: Form vs. Function


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Exhibit 4-8: A Framework to Understand Offering-Dominating Archetypes

Superstore

CategoryKiller

SpecialtyStore

NUMBER OF PRODUCT

CATEGORIES

Multiple

Single

Narrow Broad

DEPTH OF PRODUCT LINE


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Exhibit 4-9: Superstore Example — Amazon.com


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Exhibit 4-10: Category Killer Example — Petsmart.com


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Exhibit 4-11: Specialty Store Example — Frontgate.com


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Exhibit 4-12: Information Dominant — Business 2.0 (www.business2.com)


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Exhibit 4-13: Market Dominant Example — PlasticsNet.com


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PhysicalProduct

Information Service

Superstore Walmart.com CEOExpress.com IBMSolutions.com

Category Killer Petsmart.com DowJones.com Schwab.com

Specialty Frontgate.com Tnbt.com Tradex.com

Information andEntertainment Census.gov IFilm.net Digitalthink.com

Market Maker PlasticsNet.com VerticalNet.com Monster.com

Table 4-1: Drill Down - Content Archetypes vs Offering Types


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Point-Counterpoint

Content Is King Content Is Not King

All leading web sites have excellent content Users will be able to discern inferior content due

to network effects Word-of-mouth will drive out poor content There are multiple “great” content plays – e.g.,

most timely, best coverage, etc. -- that reflecteach of value models

Necessary but not sufficent It’s not about content, it’s about number of users Standards can block emergence of “better

content” players Up-to-date “good” content will always beat out

not as up-to-date “excellent” content Content means “everything” and hence has lost

all meaning

Supporting Slide 4-B

Point-Counterpoint: Is Content King?


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Exhibit 4-14: Communities — Elements, Types, and Benefits

Elements of Community

Types ofCommunities

Member Outcomes: Participation and Benefits

• Cohesion

• Effectiveness

• Help

• Relationships

• Language

• Self-regulation

Just Friends

Friends inNeed

Enthusiasts

Players

Traders

Need Fulfillment

• Inclusion

• Mutual Influence

• Shared Emotional Experiences

Degree ofParticipation


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Exhibit 4-15: Bazaar Example — Games.Yahoo.com


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Exhibit 4-16: Theme Park Example — VoxCap.com


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Exhibit 4-17: Club Example — Gillette Women’s Cancer Connection


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Exhibit 4-18: Shrine Example — The Unofficial Dawson’s Creek Web Site


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Exhibit 4-19: Theater Example — iFilm.com


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Exhibit 4-20: Cafe Example — Bolt.com


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Exhibit 4-21: Drill Down - Focus vs. Interactivity

Bazaar

Theme Park

Mall

Shrine Theater Cafe

INTERACTIVITY

FO

CU

S

Bolt.comBolt.comVoxCap.comVoxCap.com

iFilm.comiFilm.com

Trace.comTrace.com

ContactConsortium.com

ContactConsortium.comGames.yahoo.comGames.yahoo.com

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Women’s CancerConnection

Women’s CancerConnection

leonardodicaprio.comleonardodicaprio.com


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Exhibit 4-22: Personalization by User Example — mylook.com


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Exhibit 4-23: Tailoring by Site Example - Amazon.com


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Exhibit 4-24: One-to-Many, Non-Responding Example — theStandard.com


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Exhibit 4-25: One-to-Many, Responding User Example — BizRate.com


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Exhibit 4-26: One-to-Many, Live Interaction Example —

Accrue 2000 Web Seminar


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Exhibit 4-27: One-to-One, Non-Responding User Example — Hallmark.com


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Exhibit 4-28: One-to-One, Responding User Example — Amazon.com


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Exhibit 4-29: One-to-One, Live Interaction Example — LivePerson.com


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Exhibit 4-30: Destination Example — NYTimes.com

[Please insert Exhibit 4-30 here] [Please insert Exhibit 4-31 here] [Please insert Exhibit 4-32 here]


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Exhibit 4-31: Hub Example — DrKoop.com


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Exhibit 4-32: Portal Example — Yahoo.com


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Exhibit 4-33: Affiliate Program Example — Onhealth.com and

Proflowers.com


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Exhibit 4-34: Outsourced Content Example — Real.com


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Exhibit 4-35: Meta-software Example — RUSure.com


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Table 4-2: Drill Down - Commerce Origination vs Facilitation

Commerce OriginationCommerce OriginationCommerce OriginationCommerce Origination

Commerce originating at a site. It is achieved through acquisition of new customers and loyalty building among existing customers

New Customer Acquisition Tools include:– Online advertising

– Banner ads at other sites– URL listing in industry catalogs– Sponsorships of online events or of other

site activities– Viral marketing

– Marketing with the assistance of existing customers, who pass marketing messages along to friends or colleagues

– Examples include marketing footers at the end of user email messages, prompts inviting users to send the site URL or the output of their activity on the site to others

– Offline advertising– Advertisements on radio, television, movie

theaters– Sponsorships of offline events, such as

conferences on the New Economy

Commerce originating at a site. It is achieved through acquisition of new customers and loyalty building among existing customers

New Customer Acquisition Tools include:– Online advertising

– Banner ads at other sites– URL listing in industry catalogs– Sponsorships of online events or of other

site activities– Viral marketing

– Marketing with the assistance of existing customers, who pass marketing messages along to friends or colleagues

– Examples include marketing footers at the end of user email messages, prompts inviting users to send the site URL or the output of their activity on the site to others

– Offline advertising– Advertisements on radio, television, movie

theaters– Sponsorships of offline events, such as

conferences on the New Economy

Commerce FacilitationCommerce FacilitationCommerce FacilitationCommerce Facilitation

Commerce facilitated through the intervention of a third party, directing traffic to a site. It can be achieved through affiliations and partnerships

Affiliations / Partnerships– How they work

– Home site signs up other sites in a partnership/affiliation program

– Affiliate sites place a link on their site that directs users to the home site

– In some cases, a user gets directed to a site through an affiliate while remaining in the affiliate’s URL space

– Participating affiliate sites receive a percentage cut (typically 5-10%) on all sales generated at the home site as a result of clickthroughs from the affiliate sites

– Incentives to affiliates– Financial: Affiliate sites receive a

percentage of the sales they generate– Brand building: Being an affiliate to a well-

known brand increases visibility– Improved capabilities: By linking users to

additional sites, affiliates can increase their breadth of offerings

Commerce facilitated through the intervention of a third party, directing traffic to a site. It can be achieved through affiliations and partnerships

Affiliations / Partnerships– How they work

– Home site signs up other sites in a partnership/affiliation program

– Affiliate sites place a link on their site that directs users to the home site

– In some cases, a user gets directed to a site through an affiliate while remaining in the affiliate’s URL space

– Participating affiliate sites receive a percentage cut (typically 5-10%) on all sales generated at the home site as a result of clickthroughs from the affiliate sites

– Incentives to affiliates– Financial: Affiliate sites receive a

percentage of the sales they generate– Brand building: Being an affiliate to a well-

known brand increases visibility– Improved capabilities: By linking users to

additional sites, affiliates can increase their breadth of offerings


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Exhibit 4-36: 7Cs of Schwab

chapter 4 enhanced version exhibit / tables customer interface chapter october 23, 2000

Documents

ctl confidential

function slide

supporting slide

fit slide

technology advances

sites communication

aesthetic example

superstore example