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Optimizing User Interaction: The 7Cs Framework for Customer Experience

Explore the 7Cs framework for customer interface design, including elements like content, commerce, connection, communication, and customization. Understand how context classification and content classification play vital roles in creating a user-centric website. Delve into community dynamics, community classifications, and the importance of customization in enhancing user experience. Discover communication strategies and the significance of tailoring websites to individual user preferences. Learn how to create strong online communities and engage users effectively.

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Optimizing User Interaction: The 7Cs Framework for Customer Experience

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  1. Module 7 Strategy formulation: Customer Interface

  2. Introduction • The customer interface is the virtual representation of a firm's chosen value proposition • Seven design elements of the customer interface (7Cs) • Context • Content • Community • Customization • Communication • Connection • Commerce

  3. The 7Cs of Customer Interface Content: Site’s layout and design Commerce: Site’s capabilities to enable commercial transaction Connection: Degree site is linked to other sites Communication The way sites enable to site-to-user communication in 2-way Context: Text, pictures sound and video that webpages contains Community: The way sites enable users- to-users communication Customization: Site’s ability to self-tailor to different users to personalize site

  4. Fit and Reinforcement of the 7Cs

  5. Context Classification Aesthetically Dominant: Emphasis is on the look-and-feel of the site. Functionally Dominant: Emphasis is on the display of textual information. Integrated: Balance of form and function.

  6. Form vs. Function-The Design Context Frontier

  7. Dimensions of Context • Function Refers to the organization and accessibility of information • Section Breakdown • Linking Structure • Navigation Tools • Speed • Reliability • Platform Independence • Media Accessibility

  8. Aesthetics Refers to the visual characteristics of a site • Color Scheme • Visual Themes

  9. Content: Deciding WhatInformation to Include • The CONTENT of a website refers to all the digital information on the site • Dimensions of Content • Offering Mix • Appeal Mix • Multimedia Mix • Timeliness Mix • Current Content • Reference Content

  10. Content Classifications – Product Dominant: Encompasses store sites that primarily sell physical goods • Superstore • Category Killer • Specialty Store • Information Dominant: Encompasses store sites that focus heavily on information • Service Dominant: Encompasses store sites that focus on the services offered, often or a fee

  11. A Framework to UnderstandContent Classifications NUMBER OF PRODUCT CATEGORIES

  12. What Makes A Community? • Community includes a feeling of membership in a group along with a strong sense of involvement and shared common interests • Five components determine the shape of online communities: • Characteristics • Member Motivation • Member Participation • Member Benefits • Interaction Tool

  13. Characteristics • The more evolved the community the more likely it is to have these six characteristics • Cohesion- the community develops a group identity • Effectiveness - the group has impact on members’ lives • Help- members feel comfortable asking for and receiving help from other members • Relationships - interaction between individuals leads to friendships • Language - members develop a specialized language and/or abbreviations with unique meaning within the community • Self-regulation- the group sets rules for its own interaction and develops a system for policing itself

  14. Elements, Types, and Benefits How members participate in the community? Why members are motivated to join the community? • Community Characteristics • Cohesion • Effectiveness • Help • Relationships • Language • Self-regulation Interaction Tool • Member Benefits • Need Fulfillment • Inclusion • Mutual Existence • Shared experiences/ • Information

  15. Community Classifications Nonexistant - sites that have no community offer no way for users to interact with one another, on either a one-to-one basis or one-to-many basis Limited - sites that offer features such as reading and posting information, stories, or opinions

  16. Strong- sites that offer interactive community functions such as chat rooms and message boards

  17. Limited Community Example- Gillette Women’s Cancer Connection

  18. Strong Community Example- Bolt.com

  19. Customization: Creating anIndividualized Website (1/2) Customization refers to a site's ability to tailor itself to each user or to be tailored by the user. Dimensions of Customization – Personalization: The user initiates and manages the customization process – Tailoring: Software dynamically publishes unique versions of the site to address specific user's interests, habits and needs more appropriately

  20. Customization: Creating anIndividualized Website (2/2) • Commonly used customization features: • E-mail accounts • Content and layout configuration • Storage • Agents

  21. Customization by User Example –www.mylook.com

  22. Communication: Keeping inTouch with Users (1/2) Communication refers to the dialogue between a site and its users Dimensions of Communication – Broadcast – Interactive

  23. Communication: Keeping inTouch with Users (2/2) • Communication Archetypes • One-to-Many, Non-Responding User: • Site messages are announcements that users receive without needing to respond. • One-to-Many, Responding User: • Site messages are invitations to users to submit their comments and responses.

  24. One-to-One, Non-Responding User: • User receives personalized messages to address specific interests or needs without a need to respond. • One-to-One, Responding User: • User responds to personalized messages sent by the site.

  25. One-to-One, Live InteractionExample: www.feu-eastasia.edu.ph

  26. Connection: Linking withOther Websites • Connection is the degree to which a given site is able to link to other sites • Dimensions of Connection • Outside Links • Framed Links • Pop-Up Windows • Outsourced Content

  27. Connections Classifications Destination Site: Provides almost exclusively site-generated content with very few links to other sites Hub Site: Provides a combination of site generated content and selective links to sites of related interests Portal Site: Consists almost exclusively of links to a large number of other sites

  28. Commerce: Enabling FinancialTransactions (1/2) • Commerce refers to the sale of goods, products or services on the site. • Dimensions of Commerce • Functional tools that are the commerce enabling features of a website • Registration • Shopping Cart • Security • Credit-card approval • One-click shopping • Orders through affiliates • Configuration technology • Order tracking • Configuration

  29. Commerce: Enabling FinancialTransactions (2/2) • Commerce Classifications: • Low: These websites have the ability to process transactions, but with few of the tools that enable e-commerce. • Medium: Some websites have no need for all the commerce bells and whistles and contain financial transactions as a necessary feature but not as their main purpose. • High: These websites are fully equipped with all or almost all the functional tools that enable e-commerce.

  30. Map of 7Cs Framework

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