A01 chaf6542 06 se fm indd

Online value 

proposition (OVP)

A statement of the 

benefits of online 

services reinforces the 

core proposition and 

differentiates from an 

organisation’s offline 

offering and those of 

competitors.

Marketing mix

Different factors that 

summarise the customer 

propositions offered by a 

business. Marketing mix 

refers to the 4 core Ps of 

Price, Product (including 

branding, Place and 

Promotion and the 7Ps of 

the extended Marketing 

Mix which include People, 

Process and Physical 

evidence.

M05_CHAF6542_06_SE_C05.indd   224

7/23/14   11:16 AM

---

225

Chapter 5  Digital business strategy

Scorecard category

Scorecard criteria

1  Ease of use

•  Demonstrations of functionality

•  Simplicity of account opening and transaction process

•  Consistency of design and navigation

•  Adherence to proper user interaction principles

•  Integration of data providing efficient access to information commonly accessed by

consumers

2  Customer confidence

•  Availability, depth and breadth of customer service options, including phone, email

and branch locations

•  Ability to resolve accurately and readily a battery of telephone calls and emails sent

to customer service, covering simple technical and  industry‑  specific questions

•  Privacy policies, service guarantees, fees and explanations of fees

•  Each ranked website is monitored every 5 minutes, 7 days a week, 24 hours a day for

speed and reliability of both public and secure (if available) areas

•  Financial strength, technological capabilities and independence, years in business,

years online and membership of trade organisations

3  On‑site resources

•  Availability of specific products

•  Ability to transact in each product online

•  Ability to seek service requests online

4  Relationship services

•  Online help, tutorials, glossary and frequently asked questions

•  Advice

•  Personalisation of data

•  Ability to customise a site

•  Reuse of customer data to facilitate future transactions

•  Support of business and personal needs such as tax reporting or repeated buying

•   Frequent- buyer incentives

5  Overall cost

•  A basket of typical services and purchases

•  Added fees due to shipping and handling

•  Minimum balances

•  Interest rates

Table 5.10

Example scorecard criteria for rating e‑tailers

In Chapter 8 we look further at how segmentation, positioning and creating differential 

advantage should be integral to digital marketing strategy. We also see how the differential 

advantage and positioning of an e-commerce service can be clarified and communicated by 

developing an