11111111111111011111111I111111111111111!11111)91111111111IIIIIIIIIIIIIIIIIIII
`
`(19) United States
`(12) Patent Application Publication
`Salle et al.
`
`(10) Pub. No.: US 2004/0177138 Al
`Sep. 9, 2004
`(43) Pub. Date:
`
`(54) METHOD AND SYSTEM FOR PROCESSING
`USER FEEDBACK RECEIVED FROM A
`USER OF A WEBSITE
`
`(76)
`
`Inventors: Mathias Salle, Palo Alto, CA (US);
`Evan Kirshenbaum, Mountain View,
`CA (US); Cipriano Santos, Modesto,
`CA (US)
`
`Correspondence Address:
`HEWLETT-PACKARD COMPANY
`Intellectual Property Administration
`P.O. Box 272400
`Fort Collins, CO 80527-2400 (US)
`
`(21) Appl. No.:
`
`10/378,823
`
`(22) Filed:
`
`Mar. 5, 2003
`
`Publication Classification
`
`(51) Int. C1.7
`(52)
`U.S. Cl.
`
`G06F 15/173
`709/223; 715/501.1
`
`(57)
`
`ABSTRACT
`
`A method is disclosed for processing feedback from a user
`of a website. Feedback is received from the user relating to
`a current session of use of the website. Based on the
`feedback, a problem is diagnosed. Compensation for the
`user is determined, based on the problem, and the user is
`compensated at the level determined to be appropriate for
`the problem.
`
`100
`
`102
`
`Begin
`
`110
`
`120
`
`130
`
`140
`
`Receive Feedback
`
`Diagnose Problem
`
`Determine
`Compensation
`
`Compensate User
`
`198
`
`End
`
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`Patent Application Publication
`
`17 Jo I jaauS
`
`Backend
`
`Business Logic/
`
`20
`
`18
`
`22
`
`Enterprise Planner
`Workflow Engine!
`
`---/
`•,..____
`Management Data
`
`i._
`
`D
`
`24
`
`Service
`
`•-...___
`/------
`
`N.
`
`28
`
`Processes
`Business
`
`---.
`
`Task Executor
`
`System
`
`Feedback Management
`
`16
`
`14
`
`Presentation Layer
`
`Usage Module
`
`26
`
`Database
`User Profile
`
`30
`
`---"
`
`•-___,_
`
`User
`
`12
`
`10
`
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`Patent Application Publication Sep. 9, 2004 Sheet 2 of 4
`
`US 2004/0177138 Al
`
`100
`
`102
`
`Begin
`
`110
`
`120
`
`130
`
`Receive Feedback
`
`Diagnose Problem
`
`•
`Determine
`Compensation
`
`140
`
`V
`
`Compensate User
`
`198
`
`\EEnd)
`
`Fig. 2
`
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`

`

`Patent Application Publication Sep. 9, 2004 Sheet 3 of 4
`
`US 2004/0177138 Al
`
`250
`
`Acknowledge
`Feedback
`
`202
`
`204
`
`Request Feedback
`
`V
`Receive Feedback
`
`210
`
`200
`
`212
`
`NO
`
`NO
`
`Is
`Feedback
`egative?
`
`YES
`
`Is
`Feedback
`Valid?
`
`YES
`
`214
`
`216
`
`Acknowledge Feedback
`
`V
`Diagnose Problem That
`Resulted In Feedback
`
`262
`
`260
`
`Is
`Feedback
`Intentionally
`Invalid?
`
`NO
`
`Explain
`Invalidity Of
`Feedback To
`User
`
`YES
`V
`Report
`Potential Fraud
`
`220
`
`264
`
`222
`
`YES
`
`Can
`Problem Be
`Disclosed To
`User?
`
`NO
`
`Disclose Problem
`To User
`
`224
`
`Assess Cost Of The
`Problem To The User
`
`230
`
`Determine Value of User
`To Website
`
`232
`
`234
`
`Cost
`> Threshold
`
`NO
`
`YES
`
`240
`
`Propose Compensation
`To User
`
`298
`
`Fig. 3
`
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`Patent Application Publication Sep. 9, 2004 Sheet 4 of 4
`
`US 2004/0177138 Al
`
`204
`
`270
`
`YES
`
`Detect
`Difficulty
`
`NO
`
`Complete
`Task
`2
`
`YES
`
`272
`
`NO
`
`274
`
`Tagged
`Task
`
`YES
`
`276
`
`NO
`
`Feedback
`Otherwise
`Useful
`
`NO
`
`YES
`
`278
`
`280
`
`No Feedback Requested
`
`7
`Prompt User For
`Feedback
`
`Fig. 4
`
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`US 2004/0177138 Al
`
`1
`
`Sep. 9, 2004
`
`METHOD AND SYSTEM FOR PROCESSING USER
`FEEDBACK RECEIVED FROM A USER OF A
`WEBSITE
`
`CROSS-REFERENCE TO RELATED
`APPLICATIONS
`
`[0001] This application is related to U.S. patent applica-
`tion Ser. No. 10/
`(Attorney Docket No. 200207986-
`1), entitled "METHOD AND SYSTEM FOR EVALUAT-
`ING PERFORMANCE OF A WEBSITE USING A
`CUSTOMER SEGMENT AGENT TO INTERACT WITH
`THE WEBSITE ACCORDING TO A BEHAVIOR
`MODEL" to Cipriano SANTOS, et al.; U.S. patent appli-
`cation Ser. No. 10/
` (Attorney Docket No. 200207987-
`1), entitled "METHOD AND SYSTEM FOR CUSTOM-
`IZED CONFIGURATION OF AN APPEARANCE OF A
`WEBSITE FOR A USER" to Evan KIRSHENBAUM, et al.;
`U.S. patent application Ser. No. 10/
` (Attorney Docket
`No. 200207988-1), entitled "SYSTEM, METHOD AND
`APPARATUS USING BIOMETRICS TO COMMUNI-
`CATE CUSTOMER DISSATISFACTION VIA STRESS
`LEVEL" to Carol McKENNAN, et al.; U.S. patent appli-
`cation Ser. No. 10/
` (Attorney Docket No. 200207991-
`1), entitled "APPARATUS AND METHOD FOR THEO-
`REM CERTIFICATION WITHOUT DISCLOSING
`DOCUMENTS THAT LEAD TO THE THEOREM" to
`Mathias SALLE; U.S. patent application Ser. No. 10/
`(Attorney Docket No. 200207993-1), entitled "METHOD
`AND SYSTEM FOR SELLING AN ITEM OVER A COM-
`PUTER NETWORK" to Evan KIRSHENBAUM, et al.;
`U.S. patent application Ser. No. 10/
` (Attorney Docket
`No. 200207994-1), entitled "METHOD AND SYSTEM
`ENABLING THE TRADING OF A RIGHT TO PUR-
`CHASE GOODS OR SERVICES" to Robert C. VACANTE,
`et al., and U.S. patent application Ser. No. 10/
` (Attor-
`ney Docket No. 200309361-1), entitled "A METHOD AND
`SYSTEM ENABLING THE TRADING OF A FUTURES
`CONTRACT FOR THE PURCHASE OF GOODS OR
`SERVICES" to Robert C. VACANTE, et al., all of which are
`concurrently herewith being filed under separate covers, the
`subject matters of which are herein incorporated by refer-
`ence.
`
`TECHNICAL FIELD
`
`[0002] The technical field relates generally to software for
`management of computer networks. More particularly, the
`technical field relates to a method and system for processing
`user feedback received from a user of a website.
`
`BACKGROUND
`
`In the field of computer network management, it is
`[0003]
`desirable to for administrators of websites to receive feed-
`back from their users and to process this feedback promptly
`to ensure satisfied users. This is particularly true of retail
`websites that offer for sale goods or services to regular and
`loyal customers. It is more difficult to retain existing Internet
`customers than it is to attract those customers in the first
`instance. Existing customers often leave websites due to the
`inability to provide feedback to the service provider and the
`non-responsiveness of existing website systems for manag-
`ing and responding to feedback.
`
`[0004] One problem with existing feedback processing
`systems is that they apply the same feedback processing to
`
`all users, regardless of the particular user's needs and
`background. To receive personalized service regarding a
`website problem, users must often call a telephone number
`for technical support. Many users are reluctant to spend their
`time waiting for live interaction with an operator. As a result,
`users simply remain unhappy with the service received by
`the website, and service providers of such websites lose
`those unhappy users' business. Also, existing systems ignore
`the source of the user's problem and provide no means of
`addressing the particular problems encountered by the user.
`What is needed is a more effective and user-specific way of
`processing feedback from users of a website.
`
`SUMMARY
`
`[0005] A method is disclosed for processing feedback
`from a user of a website. Feedback is received from the user
`relating to a current session of use of the website. Based on
`the feedback, a problem is diagnosed. Compensation for the
`user is determined, based on the problem, and the user is
`compensated at the level determined to be appropriate for
`the problem.
`
`[0006] A tangible computer-readable medium is also dis-
`closed having computer-executable instructions for per-
`forming a method for processing feedback from a user of a
`website. Service management data is collected from a cur-
`rent session of use of the website by the user. Feedback is
`related from the user based on the current session. Based on
`the feedback and service management data, a problem with
`the website is diagnosed. Compensation is determined for
`the user based on the nature of the problem and the value of
`the user to the website.
`
`[0007] A computer-based website is also disclosed that
`executes instructions for performing a method of compen-
`sating a user of the website based on feedback reported by
`the user. Feedback is received from the user during a current
`session of use of the website. A problem with the website is
`diagnosed based on the feedback. Compensation for the user
`is determined based on the problem. To determine compen-
`sation, the website assesses the cost of the problem to the
`user and determines whether the cost to the user exceeds a
`threshold value. Compensation is proposed to the user if the
`cost exceeds the threshold value.
`
`DESCRIPTION OF THE DRAWINGS
`
`[0008] The detailed description will refer to the following
`drawings, wherein like numerals refer to like elements, and
`wherein:
`
`[0009] FIG. 1 shows a block diagram of a computer
`system that implements a customer feedback system;
`
`[0010] FIG. 2 shows a flow chart of a method of process-
`ing feedback received from a user of a website;
`
`[0011] FIG. 3 shows a more detailed flow chart of a
`method of processing user feedback from a user of a
`website; and
`
`[0012] FIG. 4 shows a flow chart of one implementation
`of the step of requesting feedback from the user, shown in
`FIG. 3.
`
`DETAILED DESCRIPTION
`[0013] FIG. 1 is a block diagram of a computer system 10
`that processes feedback from a user of a website. As shown
`
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`US 2004/0177138 Al
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`Sep. 9, 2004
`
`2
`
`in FIG. 1, a user 12 accesses a presentation layer 14 of the
`website. As used herein, the presentation layer refers to any
`user interface portion of the website. The presentation layer
`14 may be a graphical user interface (GUI) and may include
`multiple, linked web pages that can be traversed by the user
`12, for example, using hyperlinks or menus displayed on the
`individual pages. A usage module 26 receives service man-
`agement data from the presentation layer 14, based on the
`user's interactions with the presentation layer 14. A user
`profile database 30 stores user data related to the user 12 and
`other users of the website. The user profile database 30
`receives data from the usage module 26, such that specific
`service management data for the user 12 is stored to a profile
`created in the user profile database 30, for the user 12.
`
`[0014] The business processes database 22 stores data
`related to the business processes performed by the website,
`as executed by the presentation layer 14. The task executor
`16 executes the business processes in the business process
`database 22. The task executor 16 also sends instructions
`from the feedback management system 24 to the presenta-
`tion layer 14. The feedback management system 24 controls
`the processing of user feedback, as described with respect to
`FIGS. 2-4 herein.
`
`[0015] The service management database 28 stores service
`management data related to the user's current session of use
`of the website. The service management data includes log
`data showing the user's interactions with the presentation
`layer 14. In one embodiment, the service management
`database 28 stores service management data for all of the
`transactions by all users of the website. Data particular to the
`user 12 is also stored in the user's profile in the user profile
`database 30, for example, by storing the service manage-
`ment data directly to the user profile or by storing a pointer
`to the location of the data in the service management
`database 28, or by using another cross-reference. By includ-
`ing the service management data in the user's profile, the
`system 10 better tracks the user's usage habits related to the
`website. Usage habits include things such as the frequency
`of use of the website, the average duration of use, whether
`the user 12 frequently purchases items on the website or
`simply browses, the time(s) of day the user normally
`accesses the website, the types and price range of items or
`services viewed by the user, etc.
`
`In one embodiment, the system 10 uses user mod-
`[0016]
`els to characterize the user 12, based on the user's usage
`habits. As explained herein with respect to FIGS. 2 and 3,
`the feedback management system 24 processes feedback
`differently for different users. One method of differentiating
`between users is to group users based on their usage habits
`and other data in the user profile, and to process feedback
`received from different groups of users differently. For
`example, one group of users might include those who access
`the website more frequently, spend more money on website
`goods and/or services, are more loyal to the service provider,
`etc. compared to other users. The feedback management
`system 24 may then be more responsive to feedback
`received from members of this "better" group of users than
`it is to new or infrequent users of the website, with the
`objective of retaining valued customers.
`
`In one embodiment, the groups are enumerated by
`[0017]
`an owner of the website or some other individual. In another
`embodiment, groups are discovered by an algorithm that
`
`discovers similarities among data collected regarding dif-
`ferent users. In one embodiment, a user is assigned to
`specific group as a result of hand-crafted rules that consult
`data collected regarding the user. In another embodiment, a
`user is assigned to a specific group as a result of rules
`algorithmically discovered using a data mining process.
`
`In yet another embodiment, the system 10 contains
`[0018]
`a notion of "responsiveness level," which is a numeric value
`or other ordered value. In one embodiment, the system 10
`computes the responsiveness level appropriate for a user
`based on a hand-crafted function that takes as parameters
`data collected regarding that user. In another embodiment,
`the system 10 computes the responsiveness level appropriate
`for a user based on rules discovered during a data mining
`process.
`
`[0019] The feedback management system 24 and the busi-
`ness processes 22 of the website are implemented by a task
`executor 16. In one embodiment, the feedback management
`system 24 requests feedback from the user 12 upon the
`completion of certain tasks by the user 12. The tasks are part
`of the business processes operating on the website and are
`stored in the business processes database 22. For example,
`the feedback management system 24 may request feedback
`when the user 12 completes a transaction with the website,
`or when the user 12 attempts to abort a transaction. In one
`embodiment, certain tasks in the business processes data-
`base 22 are marked, or "tagged," by the feedback manage-
`ment system 24 to automatically request feedback from the
`user 12 upon completion of the task. Upon completion of
`tasks that are not tagged for feedback, the feedback man-
`agement system 24 may still request feedback if it would be
`desirable to obtain additional feedback information from the
`user 12. For example, it may be desirable to obtain addi-
`tional user information if the user's user profile is incom-
`plete or has not recently been updated.
`
`[0020] The workflow engine/enterprise planner 18 divides
`tasks into subtasks and controls execution of the tasks. The
`business logic and backend 20 support the presentation layer
`14 of the system 10. The business logic and backend 12
`access the data in the business processes database 22 and
`interface with the presentation layer 14 to present the
`business processes data to the presentation layer 14 in the
`proper format.
`
`[0021] FIG. 2 shows a flow chart of a method 100 of
`processing feedback received from a user of a website.
`During a current session of the user's use of the website, the
`method 100 begins 102 and feedback is received 110, for
`example, in response to a request from the system 10. Based
`on the feedback, the system 10 diagnoses 120 a problem
`perceived by the user 12, with the current website session.
`Based on the nature of the problem, the system 10 deter-
`mines 130 appropriate compensation for the user 12. The
`user 12 is then compensated 140 based on the determined
`compensation, and the method 100 ends 198.
`
`[0022] Compensation will vary depending upon the exact
`nature of the problem and the website. For example, com-
`pensation at a website that sells goods or services, such as
`books, electronics, sporting goods, hotel accommodations,
`air travel tickets, etc. might include a coupon for future
`purchases or other special offer. Other forms of compensa-
`tion might include other discount certificates or offers,
`"minutes" on a website that charges for network-based
`
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`Sep. 9, 2004
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`3
`
`services on a per-minute basis, "points" on a website that
`maintains accounts of users' loyalty points, such as frequent
`flier miles.
`
`In one embodiment, compensation is provided in
`[0023]
`the form of a promise or guarantee of improved website
`performance in the future. In one context, the guarantee is an
`informal request that the user 12 continue to use the website.
`In another context, the guarantee also includes a discount or
`similar reward if future service does not improve. In a more
`formal context, a service level agreement (SLA) may control
`the user's access to the website. As part of the guarantee, the
`SLA may be automatically modified to guarantee improved
`future service, for example, by increasing the user's band-
`width, level of access, duration of access, or any other
`feature of the SLA. For websites that offer premium ser-
`vices, the guarantee may also upgrade the user's access to
`include the premium services on a temporary or permanent
`basis.
`
`[0024] FIG. 3 shows a more detailed flow chart of a
`method 200 of processing user feedback from a user 12 of
`a website, received during a current session of use of the
`website. The method 200 begins 202 by requesting 204
`feedback from the user 12. Feedback may be requested 204,
`for example, by prompting the user 12 for feedback using a
`dialog box or otherwise displaying a request for feedback on
`the website during the current session. In one embodiment,
`feedback may be received using a separate feedback web
`page that may be displayed in a separate window or portion
`of the user's display. In the embodiment of FIG. 3, the
`system 10 receives 210 the user's feedback and determines
`whether the feedback is negative 212. In this example, only
`negative feedback is processed. If the feedback is not
`negative, then the system 10 acknowledges 250 the user's
`feedback and the method 200 ends 298. Feedback may be
`acknowledged by displaying a message on the user's display
`indicating that the feedback has been received.
`
`If the feedback is negative ("yes" branch at block
`[0025]
`212), then the system 10 determines whether the feedback is
`valid 214. Feedback is considered invalid if the feedback
`relates to any problem that the website does not intend to
`compensate, regardless of the potential cost to the user 12 or
`the user's value to the website. One example of invalid
`feedback is feedback that relates to a problem that the
`website cannot fix or does not intend to fix. Another example
`of invalid feedback is feedback that results from a clear user
`error, whether the error is accidental or intentional. A system
`10 that compensates users 12 who provide negative feed-
`back may create an incentive for users 12 to fraudulently
`access the website for the purpose of simply obtaining
`compensation. In the example of FIG. 3, if the feedback is
`not valid ("no" branch at block 214), then the system 10
`determines 262 whether the feedback might be intentionally
`invalid in order to detect potential fraud. In this example, if
`the feedback is intentionally invalid ("yes" branch at block
`262), the system 10 reports the potential fraud. The reporting
`264 may be done by sending an alert, such as an email
`message, to a system administrator. In another embodiment,
`the reporting 264 includes storing information related to the
`user 12 and the feedback, so that the stored information can
`be used to recognize users 12 who regularly or systemati-
`cally access the website to provide intentionally invalid
`feedback.
`
`[0026] After detecting invalid feedback, the system 10
`explains to the user 12 that the feedback is invalid 260, and
`the method 200 ends 298. In one embodiment, when feed-
`back is invalid ("no" branch at block 214), the user 12 is
`given details explaining why the feedback is incorrect. In
`one embodiment, when the system 10 determines that the
`user 12 has provided intentionally invalid feedback ("yes"
`branch at block 262) the step of explaining that the feedback
`is invalid 260 instructs the user 12 to stop providing inten-
`tionally invalid feedback.
`
`If the feedback is valid ("yes" branch at block 214),
`[0027]
`then the system 10 acknowledges the feedback 216 and
`proceeds to diagnose the problem 220. In one embodiment,
`the system 10 records and stores service management data
`for the user's current session of use of the website. The
`service management data provides a history of the actions
`taken by the user 12 during the current session of use. By
`reviewing the service management data, the system 10
`attempts to determine what caused the user 12 to express
`negative feedback. By way of example, the service man-
`agement data might indicate that the user 12 repeatedly
`attempted the same transaction, or visited the same handful
`of pages of the website an unusual number of times, or could
`not access certain data or pages on the website due to high
`demand or technical difficulties, or could not purchase the
`desired goods or services.
`
`[0028] Based on the diagnosis, the system 10 determines
`222 whether the problem can be disclosed to the user 12. It
`may be desirable to explain to the user 12 the nature of the
`problem so that the user 12 is better informed. In the
`embodiment shown in FIG. 3, system 10 has the option of
`disclosing 224 the problem to the user 12 if the problem is
`one that the system has specified should be disclosed ("yes"
`branch at block 222), or not disclosing the problem ("no"
`branch at block 222), for example, if the nature of the
`problem should not be disclosed.
`
`In one embodiment, the website is accessed by the
`[0029]
`service provider's own employees or agents. For example,
`the website may be entirely internal for use only by employ-
`ees or may be accessed by both the general public and the
`service provider's employees. In such an example, it may be
`desirable to disclose the nature of certain problems only to
`employees or only to particular classes of employees having
`appropriate security clearances. The nature of the problem
`might be kept concealed from other employees or from the
`general public.
`
`[0030] The system 10 then determines the cost of the
`problem to the user 230 and determines the value of the user
`to the website 232. These steps 230, 232 may be performed
`independently or may be intertwined. In one use, the method
`200 is implemented to attempt to retain users of the website.
`In one embodiment, the system 10 determines the cost of the
`problem based on the particular user 12, using previously
`collected user data. The system 10 maintains user data that
`better identifies each user 12. The user data may vary for
`each website and may be included in the user profile stored
`in the database 30. In one embodiment, the user data
`includes personal information regarding the user 12, such as
`name, address, telephone number, personal preferences for
`interacting with the website, etc. In the example of an airline
`reservations system website, the user profile might also
`include information such as the user's frequent flier number
`
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`US 2004/0177138 Al
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`Sep. 9, 2004
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`4
`
`or other loyalty club information, seat and meal preferences,
`preferred home airport, preferred credit card and credit card
`information, etc. In one embodiment, the system 10 gathers
`user data when the user 12 accesses the website, and the user
`data includes information such as the frequency with which
`the user 12 accesses the site, the frequency with which the
`user 12 purchases goods or services from the site, and the
`user's buying habits, such as the average amount of money
`spent by the user 12 using the website (e.g., for e-commerce
`websites). In other e-commerce embodiments, the website
`also retrieves user data indicating the type of products
`viewed by the user 12. This information would indicate user
`characteristics, such as the user's interests and hobbies, and
`whether the user 12 is browsing expensive or inexpensive
`goods.
`
`[0031] Based on the user data, the system 10 can deter-
`mine the value of the user 12 to the website 232. For
`example, the website may consider those users who regu-
`larly spend a lot of money at the website to be more valuable
`than those who spend little money at the website or simply
`browse. Certain users may be considered to have no value.
`For example, automated users, sometimes referred to as
`"robots" or "web crawlers," that access websites without
`purchasing items and without performing meaningful trans-
`actions may be considered less valuable. The value of the
`user 12 is used, in part, to determine compensation for
`problems with the website, in one embodiment.
`
`[0032] The system 10 uses the user data to more accu-
`rately determine the impact, or "cost", of the problem on the
`user. For example, a user of an airline reservation website
`who books numerous reservations and who has earned
`significant frequent flier miles might be more affected by an
`inability to access the website than would be a user who
`merely browses the website, makes few reservations, and
`has a smaller frequent flier account balance. The former user
`might be more inclined to switch to a more reliable website,
`if he or she encounters substantial or frequent difficulties
`without compensation; whereas, the latter user may be
`merely browsing and therefore may be more tolerant of
`occasional interruptions of service. Also, the implementa-
`tion of the method 200 may be designed to retain valued
`customers. The service provider of the website has a greater
`interest in satisfying the frequent user, than in satisfying the
`less-frequent user, and thus might conclude that the problem
`is more significant to the frequent user.
`
`[0033] After determining the impact, or "cost," of the
`problem to the user 12 and the value of the user 12 to the
`website, the system 10 determines whether the cost exceeds
`a threshold value 234 specified by the system 10. Depending
`upon the calculation of the cost, the system 10 may conclude
`that the problem does not merit compensation because it
`does not exceed the pre-defined threshold. If the problem
`does not merit compensation ("no" branch at block 234),
`then no compensation is offered to the user 12 and the
`method 200 ends 298. In one implementation, the threshold
`may vary for different users based upon the determining of
`the value of the users (e.g., 12) to the website 232. In this
`embodiment, the compensation system is more responsive to
`feedback from "better" customers (e.g., those users who visit
`the website or spend more money on the service provider's
`services than other users). To make the compensation system
`more responsive, the system 10 may determine a value of the
`user 12 to the website based on the user's user data. Higher
`
`valued customers may warrant higher compensation, and/or
`the threshold level of cost to the user 12 may be lowered in
`determining whether compensation is appropriate. If the cost
`to the user 12 exceeds the threshold value, then the system
`10 proposes compensation to the user 240, for example, by
`sending the user an email message or by displaying the
`compensation on the website during the user's current
`session. The method 200 then ends 298.
`
`[0034] FIG. 4 shows a flow chart of one implementation
`of the step of requesting feedback from the user 204, shown
`in FIG. 3. In the example of FIG. 4, feedback is requested
`in three separate situations: when the user 12 encounters
`difficulty with the website, when the user 12 completes a
`"tagged" task, and when the user 12 completes a task that is
`not tagged but feedback would otherwise be useful. In the
`example of FIG. 3, the system determines whether the user
`12 encountered difficulty 270 using the website during the
`current session. The user's interactions with the website are
`monitored to recognize when the user encounters difficulty
`with the website. For example, if the user 12 attempts the
`same transaction multiple times or repeatedly views the
`same few pages on the website, this may indicate that the
`user 12 has encountered difficulty with the website. In this
`embodiment, the user 12 is prompted for feedback 280 after
`detecting the difficulty ("yes" branch at 270).
`
`In one embodiment, the website presentation layer
`[0035]
`14 includes a GUI comprising one or more linked pages. The
`GUI includes a box or other icon that may be selected by the
`user 12 to initiate feedback when the user 12 becomes
`frustrated with the website. In this embodiment, the system
`10 determines that the user has encountered difficulty ("yes"
`branch at block 270) upon receiving the user's selection of
`the feedback icon on the GUI.
`
`In one embodiment, the system 10 uses usage
`[0036]
`models to predict how users or groups of users will interact
`with the website. For example, a model might include data
`for the number of pages of a website accessed by the user 12,
`the course of traversal of linked pages, the duration spent on
`the website and on individual pages, etc. The model might
`include average values for these parameters and/or ranges.
`By way of example, a user whose usage of the website falls
`far outside the average usage patterns might indicate to the
`system that the user is encountering difficulty. For example
`if an average user of a website spends two minutes to
`complete a transaction and accesses 10 pages of the website,
`a user who has accessed the website for 15 minutes without
`completing a transaction might indicate to the system 10 that
`the user is having difficulty, as might a user who accesses
`100 pages without completing a transaction.
`
`[0037] Also in the example of FIG. 4, feedback is
`requested 204 upon completion of certain tasks by the user
`12. For example, if the website offers car rental reservation
`services, the user 12 may be prompted to enter feedback
`upon completing the reservation process. In the example of
`FIG. 4, the system automatically requests feedback follow-
`ing completion of certain tasks, referred to as "tagged" tasks.
`A "tagged" task refers to any task that has been pre-selected
`as requiring feedback. This embodiment allows the service
`provider to configure the feedback system by identifying
`certain tasks that always request feedback upon completion.
`As shown in FIG. 4, if the user 12 has not completed a task
`("no" branch at block 272) then the system 10 does not
`
`Content Square 1006 Content Square v Medallia Inc. IPR2022-00316
`
`

`

`US 2004/0177138 Al
`
`Sep. 9, 2004
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`5
`
`request feedback 278. When the user 12 has completed a
`task ("yes" branch at block 272), the system 10 determines
`whether the task is a tagged task 274. If the task is a tagged
`task ("yes" branch at block 274), then the user 12 is
`prompted for feedback 280.
`
`If the completed task is not a tagged task ("no"
`[0038]
`branch at block 274), then feedback is still requested under
`certain circumstances in the example of FIG. 4. The system
`10 determines whether feedback would otherwise be useful
`upon completion of the untagged task 276. For example,
`feedback might be useful for the system 10 to add user data
`to the user's profile, if the user profile is incomplete. In one
`embodiment, user feedback is stored as user data in the user
`profile. Each user's feedback may be used to customize the
`website to the user's preferences or to otherwise better
`understand the user in order to better serve the user 12.
`Feedback might be desirable to complete user profiles for
`users whose profiles are incomplete, or to refine or update
`profiles for users who have not recently provided feedback.
`In FIG. 4, if the system 10 determines that feedback would
`otherwise be useful ("yes" branch at block 276) upon
`completion of an untagged task, the user is prompted for
`feedback 280. If feedback would not be otherwise useful
`("no" branch at block 276) upon completion of an untagged
`task, then the user 12 is no