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Chapter 4
Enhanced Version
Exhibit / Tables
Customer Interface Chapter
October 23, 2000
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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
No
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ilib
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tate
:
Su
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sfu
lly
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d
co
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un
itie
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ill
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hig
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f in
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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