In my previous blog (Web Channel Experience Management 2.0: Overview User Management) I’ve described the basic features we provide within Web Channel Experience Management in Release 2.0.
I think it’s also worth to say some words about the user as such.
Basically we can distinguish two types of Scenarios
- Consumer Scenario
- Contact Scenario
The Consumer Scenario describes a shop configured for users buying articles for themselves. Even if the articles will get shipped to a different address (e. g. it was bought as a gift) the user is the one who will pay for the article. In other words the person who orders the article is also the Sold-to Party for the order at the end.
The Contact Scenario is a shop configured for users buying on behalf of the company he/she is working for. The person who logs on to the shop and who creates the order is not the person who will pay for the articles. The Sold-To for the order will be a company and the user is only a contact person of the company.
Illustration 1: Roles and Relationships of the Contact Scenario
Usually there is only one contact person ordering for a specific company. For sure it is also possible that there are several contact persons of one company using the web-shop and it is even possible that one user does the ordering for different Sold-To Parties. However in this case he has to decide in which context he wants to use the Shop. So he has to select the related Sold-To right after the logon.
Consumer and Contact Scenario are very basic settings in User Management. It is not possible to provide a mixed shop supporting the Consumer and Contact Scenario with one single Shop-Configuration.
Especially for the Consumer Scenario the user has some options regarding his behavior within the shop. He can decide if he does a registration or not. And he can decide to logon or not. For the catalog as such and also some other areas the authentication of the user is not required. Depending on the shop configuration it is also possible to order without a registration.
The user can decide about this in the checkout process – which is the latest point in time.
We call this scenario “Guest User” Scenario. In this case no specific user or account will be created. All relevant data will get stored on the level of the order. In principle the user can decide in the checkout if he wants to register or not; if he wants to logon or not. The advantage for the user is that he can order a bit faster (no registration) and he doesn’t need to take care about the password. In many cases the user doesn’t plan to order frequently in a specific shop. He is rather a “one-time-customer”. For sure there are also some disadvantages – there is no self-service to change the order afterwards or to get e. g. offers and product recommendations which are user-specific.
For the owner of the shop rather that they enable the “Guest User” Scenario just to reduce the hurdles the user hinders from buying. On the other side they want to motivate users to register with several incentives as this is good regarding the customer retention but also regarding analyzing the customer behavior and customer needs.
Web Channel Experience Management in general
User Management in Web Channel Experience Management