Measure Quality of Your ECommerce

Kun-Huang Huarng, Ph.D. Professor, Dept. of International Trade Director, Library Feng Chia University, Taiwan
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Customer Experience Pyramid

(Chernatony, 2001)

Rational value Emotional value Promised experience

E-Commerce Effectiveness Pyramid

Intuitive observation Emotional touch Valued experience

Valued experience Emotional touch

Advanced marketing, mobile techniques Advanced numerical analysis, customer database, marketing Information technology

Intuitive observation

Effectiveness Pyramid Support

Intuitive observation: information technology Emotional touch: advanced numerical analysis, customer database, marketing Valued experience: advanced marketing, mobile techniques
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Intuitive Observation
Adapted from Turban, King, Viehland, Lee, 2006
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Elements

Navigation Consistency Speed Performance Security

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Site Navigation To help visitors find the information they need quickly and easily

A Generic Navigation Bar

Site Navigation

Metrics

How will visitors find the site? How will visitors use the site? Is it easy for visitors to find their way around the site?

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Consistency

The elements, including layout, typeface, colors, graphics, and navigation aids, that visually distinguish a site from any other.

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A Web Page Layout Grid

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Consistency

Metrics

Are design elements, especially look and feel, consistent from page to page? Will the web site and contents look the same to all visitors?

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Speed

Speed ranks at or near the top of every list of essential design considerations, for good reason. Visitors who have to wait more than a few seconds for a Web page to load are likely to hit the stop or back button and go somewhere else
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Speed

Metrics:

4 second rule 12 second rule

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Performance

Make sure the Web site design is properly tested before it is launched Ensure that it continues to perform up to expectations after launch.

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Performance

Metrics:

Is the site available for full services, 24 hours a day, 7 days a week? Does everything of the site work properly?

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Security

More than just preventing and responding to cyber attacks and intrusion.

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Security

Metrics:

Is visitors information protected? Do the visitors feel safe in actions?

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Discussion (Intuitive observation)

Basic issues Technology oriented Related to observations of customers Lay a solid background for upper layer(s)

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Emotional Touch

Adapted from Rayport and Jaworski, 2001

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Elements

Context aesthetic and functional look and feel Content digital subject matter such as text, video, audio, graphics Community interaction between users Communication dialogue between site and users Customization tailored by the site or personalized by users
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Context

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Context

Look and feel of a screen-to-face customer interface

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Types

Aesthetically dominant look-and-feel, high form, low function Functionally dominant low form, high function Integrated - balance of form and function

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Aesthetical Example - KMGI.com

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Functional Example - Brint.com

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Integrated Example - Patagonia.com

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Form vs. Function

High
AESTHETIC /FORM
Aesthetically Dominant

Integrated Frontier is gradually moving outward as technology advances

Low
FunctionallyDominant

Low
FUNCTION

High
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Content

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Types

Offering dominant

Superstore one-stop shopping Category killer specific category, specific customers needs Specialty store the uniqueness of quality

Information dominant information, but may have entertainment Market dominant market for buyers and sellers
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Offering Dominant
Multiple NUMBER OF PRODUCT CATEGORIES Single Specialty Store Category Killer Narrow Broad
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Superstore

DEPTH OF PRODUCT LINE (Brands)

Superstore Example - Amazon.com

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Category Killer Example - Petsmart.com

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Specialty Store Example - Frontgate.com

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Information Dominant Example - Business 2.0

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Market Dominant Example - PlasticsNet.com

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Question

Context can paint a thousand words? Content is the king? Metric:

Context vs content
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Community

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Community

User-to-user dialogue A feeling of membership Strong sense of involvement

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Types

Bazaar browse but not interact Theme park finite number of areas organized by categories and subcategories Club highly focused on only one area of interest, promoting interaction among members Caf focused on common area of interest but provides considerable interaction among members
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Bazaar

Example - Games.Yahoo.com

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Theme Park Example - VoxCap.com

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Club

Example - Gillette Cancer Connection

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Caf Example - Singles.com

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Communication

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Communication

Dialogues initiated by the organization (or web site) One-to-one/one-to-many Nonresponding/responding/live

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Types

Broadcasting Interactive Hybrid

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Applications

One-to-many nonresponding user mass mailings targeted to user One-to-many, responding user mass mailings targeted to defined audiences One-to-many, live interaction live information exchanged in real-time One-to-one, nonresponding user personalized messages to specific user needs or interests One-to-one, responding user specific users interests or needs One-to-one, live interaction sends and receives personalized user messages or carries on chat sessions addressing specific users needs or interests
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One-to-Many, Non-Responding
Example - theStandard.com

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One-to-Many, Responding User

Example - BizRate.com

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One-to-Many, Live Interaction

Example- Accrue 2000 Web Seminar

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One-to-One, Non-Responding User Example - Hallmark.com

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One-to-One, Responding User Example - Amazon.com

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One-to-One, Live Interaction

Example - LivePerson.com

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Question

The value of a web site has always been measured by the number of members in its community? Communication is a key to Internet marketing? Metric

Community vs communication?
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Customization

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Customization Types

Personalization by user

Consciously articulated Acted upon preferences Reconfigure past behavior Reconfigure by other users of similar profiles Datamining

Tailoring by site

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Personalization by User Example mylook.com

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Tailoring by Site Example - Amazon.com

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Question

Personalization by customers? Tailoring by site? Metric

Personalization or tailoring?

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Case: Charles Schwabs Web Site

Reference: Rayport & Jaworski, 2001

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Design

Context

Highly functional look-and-feel Little attention to aesthetics Quick location and process information Category killer Information dominant Fits value proposition
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Content

Design

Community

Not offered on its site Site provides all necessary information Personalization tools Fits with user friendly platform

Customization

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Design

Communication

Number of communication venues Learning Center Quarterly Investment Magazine Live investment forums Real-time customer service through phone service and in-branch
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Reinforcement

Reinforcement among the design criteria

Site content Highly functional layout Reinforces context

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Discussion (Emotional touch)

Marketing issues Large customer purchasing database Advanced analysis such as data mining Relevant to customers feelings Lay a foundation for the top layer.

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Valued Experience (Contextual Marketing)

Adapted from Kenny and Marshall, 2001

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Real Story 1

Beef noodle commercial Morning (when) Radio (how) Me (who)

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What is wrong

Who: me Where: in a gym What is s/he doing: jogging When is that: early morning

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Real Story 2

I: What do you want to have for dinner? Andy: I am not hungry at all? Andy: If I were very hungry, I could eat whatever!

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What is wrong

Who: Andy and me Where: in a car How is s/he feeling: he is not hungry When is that: evening

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Discussion (4Ps)

Product (Brand)? Prices? Promotion? Place?

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Contextual

Not try to bring the customers to the Web sites, but send the message directly to the customers at the point of need.

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The message

The product/service

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At the point of need

Who is the customer (segmentation) Where is s/he What is s/he doing or how is s/he feeling When is that
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Fitted Context

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Johnson & Johnson (Tylenol)

Context

Who: investors Where: in front of PC What: buying/selling stocks When: the stock market drops more than 100 points

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Johnson & Johnson (Tylenol)

Places its products in most fruitful digital context possible In this context (When the stock drops more than 100 points)

Tylenol headache reliever commercial is put on Web

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Johnson & Johnson (Clean & Clear)

Context

Who: teenagers Where: in front of PC What: chatting online When: all the time

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Johnson & Johnson

(Clean & Clear)

In this context,

Sending one another talking epostcards that offer a free skin analysis and a sample

Viral friend to friend referral that multiply exponentially (at little cost)

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Johnson & Johnson

A response rate that is several times higher than standard However, limited to PC

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(Extended to) Mobile Context

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Mobile

Ubiquitous Internet New media mobile media

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Garage - context

Who: drivers Where: garage What:

Wait for a parking lot Look for a proper lot Pay

When: parking
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Garage - supplies

Sweden Garages accept digital wallets through cellar phone Significant information, such as who, when and how often Turn frequent visitors into monthly customer Dynamic pricing, charge more when the garage is full, etc.
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Shopping mall operators context

Who: shoppers Where: mall What:

Dont know the shops information Forget what to buy Forget the coupons

When: shopping
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Shopping mall operator supplies

Simon Properties, largest retail mall developer in the US Mobile devices to generate wish lists, to order products for home delivery Track customers when they move in the mall Feed to the tenant retailers the purchase data The tenant retailers can provide timely and relevant promotions, such as e-coupons
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Disney - context

Who: tourists Where: theme park What:

Wait in line Exhaustiveness Time is money Where to shop

When: playing
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Disney - supplies

FastPass e-ticketing Mobile devices to reserve a seat, i.e., to create virtual lines Increase enjoyment (and spending) while deepening the information based relationships Gathering information, Disney can follow up with carefully targeted catalogs or promotions for movies, games, or merchandise. Others such as sports stadiums, theaters, and cabs
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GM - context

Who: drivers Where: highways What:

Running out of gas Dining Car problems

When: driving
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GM - supplies

From an auto maker to a communications intermediary Drivers spend 8.5hrs/wk, for 70 M vehicles AOL, 7.5hrs/wk, for 22M visitors The information in every GM vehicle is valuable to other marketers, such as Shell and Texco, retailers and restaurants, mechanics Tie car owners closely to the company
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Discussion (Valued experience)

Advanced marketing Advanced technologies Related to customers experiences

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Summary

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Intuitive Observation

Fundamental level Elements

Navigation Consistency Speed Performance Security

Information technology
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Emotional Touch

Middle level Elements:

Context/Content Community/Communication Customization (personalization/tailoring)

Advanced numerical analysis, customer database, marketing

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Valued Experience

Top level The message

Product/service Who is the customer Where is s/he What is s/he doing When is that

At the point of need

Advanced marketing, mobile techniques

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Internet Marketing

Break 4Ps Focus on customers Ubiquitous marketing Ubiquitous relationships

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Internet Marketing

More than web sites Various information technologies As a result, we are serving captured customers and winning forever customer loyalty, which is the goal of our e-commerce.

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References

De Charnatony, L. Succeeding with brands on the Internet, Journal of Brand Management, 8(3), 186-195, 2001. Turban, King, Viehland, Lee, Electronic Commerce - A Managerial Perspective, 2006. Rayport, J.F. and Jaworski, B.J., eCommerce, 2001. Kenny, D. and Marshall, J.F., Contextual marketing: The real business of the Internet, Harvard Business Review, vol. 78, iss. 6, November-December 2000, pp.119-125.
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Thanks for listening

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