User:Rsoobhany/7C's of e-Commerce Customer Interface

7C’s e-Commerce Customer Interface
In their ‘e-commerce’ book in 2000, Jeffrey Rayport and Bernard Jaworsky defined the 7C’s framework of e-Commerce Web Site design which is:

• Context: Sites’ layout and design
• Content: Text, pictures, sound and video, that the Web pages contain
• Community: The ways sites enable user to user communication
• Customization: Site’s ability to self -tailor to different users or to allow users to personalize the site
• Communication: The ways sites enable site to user commendation or two way communication
• Connection: Degree site is linked to other sites.
• Commerce: Site’s capabilities to enable commercial transaction

Context

This basically refers to the site look and feel. The site may be • Functionality Oriented : Where the enabling of the function of the site is the prime objective of the site • Aesthetic Oriented: The aesthetic aspect of the web pages is given priority • Hybrid: The site is to be both aesthetically pleasing and functionally efficient

Content

This is the offering mix of product and services on the site. This can be images, videos, documents, links and/or download able items about the product and services. It is also about the promotion and communication messaging. Some of the contents are time sensitive that is they have an appeal only for a limited time. For example, a news site needs to constantly update its content to remain relevant.

Community

This refers to the way the site enable user to user interaction. Customization This is the site’s ability to self tailor to different users or allows the users to personalize the site.

Communication

This is the site-to-user communication. It can be of type

• Broadcast: This is where the sure communicates the same message to a large group of users such as mailings, news feeds, marketing material, content update notification
• Interactive: This is a more one to one between the site and the user such as user input, e-commerce dialogue and customer-service.
• Hybrid: A combination of the above. An example can be a news site where there news is broadcast, but the reply relative to the news would then be interactive.

Interactive- user input, customers service, e commerce dialogue Hybrid – combines both thus giving you something like CNN.com they broadcast news stories and users can comment and possible have mentioned on air. Or YouTube users broadcast and viewers provide video and text feedback

Connection

How the site links to other sites. Sites content can link to other sites. This new content can be placed in the same site to retain attention on site or be a path way out of the site. Example can be referrals, web rings and affiliate programs.

Commerce

This allows for the users to trade online. Typically, e-commerce sites have a registration to store information, Preferences, Shopping Cart to hold items, Security, Instant Credit Card approval, Order tracking, Delivery Options.

Fit and Reinforcement

The web sites design will depend on the company strategy and the positioning in the company wants. The web sites website's success depends not only on how well it implements each of the 7Cs but also upon how well all of the 7Cs work together to support the value proposition and business model. This is called the “Fit and Reinforcement” Fit – How the 7c’s individually support the business model Reinforcement – How they all tie together. All elements should work together in synergy to reinforce their unique selling proposition.

External links

• Extending the Model