Lecture: Week #8 - Internet Marketing -

Hello, hari ini saya belajar Chapter4, dan ini  informasi tambahan yang saya belajari. :). :)

CHAPTER 4 NOTES--Rayport & Jaworski Text

Customer Interface

 

CHAPTER OVERVIEW/OUTLINE

 
I. Overview of Customer Interface

A. Technology-mediated customer interface
B. Shift to “screen-to-face” interface
C. Types of interfaces available
D. “Look-and-feel” of the website
E. Commerce activities
F. Communities in the business model
G. 7Cs framework
 

II. Questions

A. What are the seven design elements to the customer interface?
B. What are the alternative “look-and-feel” approaches to design?
C. What are the five content archetypes?
D. Why be concerned with community?
E. What are the levers used to customize a site?
F. What types of communication can a firm maintain with its customer base?
G. How does a firm connect with other businesses?
H. What are alternative pricing models of commerce archetypes?

III. Seven Design Elements

A. The 7Cs Framework for customer design

1. Interface is the virtual interface
2. Worth visiting?
3. What products or services?
4. What messages does it communicate: exclusivity, low price, or ease of use?

B. Definitions and simple illustrations

1. Context – aesthetic and functional look and feel
2. Content – digital subject matter such as text, video, audio, graphics
3. Community – interaction between users
4. Customization – tailor itself or be tailored by user
5. Communication – dialogue between site and users
6. Connection – formal linkages between sites
7. Commerce – sale of goods, products services on site

C. Building Fit and Reinforcement

1. Fit – extent each of 7Cs individually support the business model
2. Reinforcement – aesthetic context of the site

IV. Look-and-Feel of the Design

A. Context

1. Look and feel of a screen-to-face customer interface
2. Includes website, PDA, cell phone

B. Dimensions to Context

1. Function

a. Organized into sets of pages
b. Provides means to navigate through pages
c. Section breakdown
d. Linking structure
e. Navigation tools
f. Performance dimensions

1.) Speed – site page
2.) Reliability – lack of downtime
3.) Platform independence
4.) Media accessibility – download in various platforms
5.) Usability – navigation ease

2. Aesthetic

a. Color scheme
b. Visual themes

3. Usability Tips and Tricks

a. Quick
b. Easy
c. Search capability
d. Get outside opinion
e. Clear categories
f. Clear product names

4. Context archetypes

a. broad, generic approaches to context design
b. new technologies introduce new techniques, introduce new aesthetics
c. Aesthetically dominant – look-and-feel, high form, low function
d. Functionally dominant – low form, high function
e. Integrated - balance of form and function

V. Five Content Archetypes

A. Content

1. Dimensions to Content
2. Offering mix – product, information, and/or services
3. Appeal mix – promotional and communication messaging
4. Multimedia mix – text, audio, image, video, and graphics choices
5. Content type – time-sensitivity

B. Content Archetypes

1. Offering Dominant
2. Superstore
3. Category killer
4. Specialty store
5. Information-dominant – information, but may have entertainment
6. Market-dominant  – market for buyers and sellers

 
VI. A Community

A. Community

1. A feeling of membership
2. Strong sense of involvement
3. User-to-user communication

B. Elements of a community

1. Cohesion
2. Effectiveness
3. Help
4. Relationship
5. Language
6. Self-regulation

C. Types of communities

1. Just friends
2. Enthusiasts
3. Friends in need
4. Players
5. Traders

D. Degree of Member Participation

1. Passive
2. Active
3. Motivated
4. Caretakers

E. Member Benefits

1. Need fulfillment
2. Inclusion
3. Mutual influence
4. Shared emotional experience

F. Dimensions of community

1. Interactive community

a. Chat
b. Instant messaging
c. Message boards
d. Member-to-member e-mail

2. Noninteractive communication

a. Public member webpages
b. Member content

 
G. Community Archetypes

1. Bazaar – wander but not interact
2. Theme park – finite number of areas organized by categories and subcategories
3. Club – highly focused on only one areas of interest, promoting interaction among members
4. Shrine – highly focused community with minimal interaction
5. Theatre – focused in area but allows for moderate interaction
6. Café – focused on common area of interest but provides considerable interaction among members

VII. The Levers Used to Customize a Site

A. Customization

1. Dimensions of customization
2. Personalization
3. Log-in registration
4. Cookies
5. Personalized e-mail accounts
6. Content and layout configuration
7. Storage
8. Agents

B. Tailor by site

1. Tailoring based on past user behavior
2. Tailoring based on behavior of other users with similar preferences
 

VIII. Customization Types

A. Personalization by user

1. Consciously articulated
2. Acted upon preferences

B. Tailoring by site

1. Reconfigure past behavior
2. Reconfigure by other users of similar profiles

C. Karman Parsaye’s Measuring Personalization Quotient

1. Customization (PQ1) – individual preferences
2. Individualization (PQ2) – based on users behavior
3. Group characteristics (PQ3) – based on preferences of others with similar interests

 
IX. Types of Communication a Firm Can Maintain with its Customer Base

A. Communication

1. Dimensions of communication
2. Broadcast

a. Mass mailings
b. FAQ
c. E-mail newsletters
d. Content-update reminders
e. Broadcast events

3. Interactive

a. e-commerce dialogue
b. Customer services
c. User input

4. Hybrid

a. Combines broadcast and interactive
b. Often “freeware” use as marketing

B. Communication Archetypes

1. One-to-many nonresponding user – mass mailings targeted to user
2. One-to-many, responding user – mass mailings targeted to defined audiences
3. One-to-many, live interaction – live information exchanged in real-time
4. One-to-one, nonresponding user – personalized messages to specific user needs or interests
5. One-to-one, responding user – specific use interests or needs
6. One-to-one, living interaction – sends and receives personalized user messages or carries on chat sessions addressing specific user needs or interests
 

X. A Firm’s Connection with Other Businesses

A. Connection

1. Degree site is able to link to other sites
2. Embedded, links maybe on serve or another server
3. Dimensions of connection

a. Links to sites
b. Home site background
c. Outsourced content
d. Percent of home site content
e. Pathway of connection

4. Connection archetypes

a. Destination site – site generated with few links
b. Hub site – combination of site-generated and links to selective sites
c. Portal site  -- absolute links to large numbers of other sites
d. Affiliate program – direct users through links or site banners or other ads
e. Outsourced content – generated by third parties
f. Meta-software – utility and plug-in software application creation

XI. Alternative Pricing Modes of Commerce Archetypes

A. Commerce

1. Support aspects of trading transactions
2. Focused on tools
3. Alternative pricing strategies

B. Dimensions of commerce

1. Registration
2. Shopping cart
3. Security
4. Credit-card approval
5. One-click shopping
6. Orders through affiliates
7. Configuration technology
8. Order tracking
9. Delivery options

C. Commerce Archetypes

1. Catalog pricing – preset by the seller
2. Auction pricing – highest bidder wins
3. Reverse auction pricing – sellers bid against each other
4. Demand aggregation pricing – buyer demand is aggregated to achieve economies of scale
5. Haggle pricing – users and site negotiate over price

D. Offline integration of the customer interface

1. Context – look –and-feel of the physical store
2. Content – products, services, associated information
3. Community – communication between customers and staff
4. Customization – personalized customer products, services, personalized credit-cards, recognition and privileges at restaurants, airlines, catalogs, and other stores
5. Connection – degree connected to other offline stores
6. Commerce – transaction capabilities of a store, Dutch and English auction, demand aggregation, prepurchase, and remarketed

XII. Schwab’s Customer Interface

A. Context

1. Highly functional look-and-feel
2. Little attention to aesthetics
3. Quick location and process information

B. Content

1. Category killer
2. Information dominant
3. Fits value proposition
 

C. Community

1. Not offered on its site
2. Site provides all necessary information

D. Customization

1. Personalization tools
2. Fits with user friendly platform

E. Communication

1. Number of communication venues between use an site
2. Learning Center
3. Quarterly Investment Magazine
4. Live investment forums
5. Real-time customer service through phone service and in-branch
6. Connection
7. A number offered
8. Hub for mutual funds
9. Original  content and tools
10. Outsources some content such as stock analyzer
11. Hoovers Online

F. Commerce

1. Catalog model
2. Commission discounts to certain traders with volume
3. Advanced software applications

G. Reinforcement among Schwab’s 7Cs

1. Site content reinforces its content
2. Highly functional layout
3. Reinforces context