市场营销 chapter 5.pdf

chapter 5 5 Customer Interface Customer Interface HUA YING © University of International Business and Economics Customer Interface — Today’s Objectives  Objectives will be to:  Understand the seven elements of customer interface — the “7Cs”  Explore the significance of the user interface  Take a closer look at the dimensions of the 7Cs  Apply the 7Cs to a real-world example — eBay Chapter 5: Customer Interface  What Are the Seven Elements of Customer Interface?  A Closer Look at the Dimensions of the 7Cs  Case Study of the 7Cs With EBay’s Interface  Conclusion Chapter 5: Customer Interface  What Are the Seven Elements of Customer Interface?  A Closer Look at the Dimensions of the 7Cs  Case Study of the 7Cs With EBay’s Interface  Conclusion The 7Cs of the Customer Interface  Site’s layout and design 1. Context  Text, pictures, sound and video that web 2. Content pages contain  The ways sites enable user-to-user 3. Community communication  Site’s ability to self-tailor to different users 4. Customization or to allow users to personalize the site  The ways sites enable site-to-user 5. Communication communication or two-way communication 6.  Degree site is linked to other sites Connection  Site’s capabilities to enable commercial 7. Commerce