The six Cs of motivation is a familiar tool used in the education industry, it was intended to review and improve classroom motivation and general student participation.
It wasn’t until 2004 when Dave Chaffey recommended the six Cs of customer motivation in a world where ecommerce and shopping online was beginning to become popular. The purpose was a model of customer motivation would help describe the Online Value Proposition.
Generally, the six Cs provide a precision image when constructing or refining a website. Let’s take a look at the six C’s in more detail:
Content – This surrounds what type of content is being displayed on the website, such as products or information. Equally it can also take into consideration the correct media such as the tools consumers can use, video elements, imagery and so on.
Customisation – This means the personalisation of content or products to individuals or groups
Community – How the effect of customer forums such as for troubleshooting or exchanging tips can have an effect and impact on ecommerce and purchasing habits.
Convenience – How purchasing online means 24/7 availability, also looking at other elements such as dispatch time, after sales service and refund guarantees
Cost Reduction – This considers the online exclusive pricing and no need for a middle man – it’s highlighting how the perception of lower-cost works in this situation.
Choice – Choice simply means a Broader range of products / services, which can include additional methods of payment, flexible delivery, easy returns processes and so on.