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Chapter 4

Chapter 4. Interface. Domain Names Typical design Color Layout Flash, music, and video Static vs. dynamic websites. Seven key elements of the customer experience. Objective element Function working Links, calculation The perception element How you feel about this website, company

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Chapter 4

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  1. Chapter 4

  2. Interface • Domain Names • Typical design • Color • Layout • Flash, music, and video • Static vs. dynamic websites

  3. Seven key elements of the customer experience • Objective element • Function working • Links, calculation • The perception element • How you feel about this website, company • Image, perception • Yahoo—portal site, google—search site • The encounter element • Measure the process and output measures of the shopping experience • Two type of customer measures (use measures to improve websites) • Output: number of visitors, conversion rates, average order size, frequency • Process: how customer make a purchase, traffic patterns • The reaction to Stimuli element • Stimuli: storefront design, layout, background music, brand presentation • How do customer respond to stimuli: positive or negative

  4. Seven key elements of the customer experience (cont.) • The sensory element • Visual, sound, touch, smell and taste • A smell can remind you certain products or experience • The cognitive and emotional element • Cognitive: thoughtful, rational • Emotional: • The relative element • Previous experience

  5. Stages of Customer Experience • Functionality (this site works well) • Usability and ease of navigation • Speed • Reliability • Security • Media accessibility • Intimacy (they understand me) • Customization • Communication • Consistency • Trustworthiness • Exceptional value • Evangelism (I love to share the story) • Taking the word to the market • Active community members • The company care about my opinion • Defender of the company

  6. Steps in the process of creating a desirable customer experience • Create a rich description of the target customer • A short story • A description • Develop use-case scenarios for each target segment • Outline the scenarios that might bring a target customer to the website • Effectively integrate the online and offline experience • Customer facing • Buy online, return offline • Buy offline, service online • Back office • Logistics • Demand driven (pull) or supply driven (push) • Data base integration

  7. Steps in the process of creating a desirable customer experience • Articulate clear stages of desired experience • When they join our gold card member • Effectively assess relative levels of hierarchy • Highly leverage the evangelists • Freedom to coevolve the experience • Freedom to confront and challenge the firm • Preferred access to new ideas within the firm • Trickiness of economic incentives • Shrines, clubs, museum, and other “third places” • Continuously monitor and adjust

  8. Exercise • Design a business model • Domain name • Web design • Create a rich description of the target customer • Develop use-care scenarios for each target segment • Effectively integrate the online and offline experience

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