(19) United States
`(12) Patent Application Publication (10) Pub. No.: US 2007/0208573 A1
`(43) Pub. Date:
`Sep. 6, 2007
`Malden et al.
`
`US 20070208573A1
`
`(54) ENGINE TO PRESENT USER INTERFACE
`BASED ON A LOGICAL STRUCTURE, SUCH
`AS ONE FOR A CUSTOMER RELATIONSHIP
`MANAGEMENT SYSTEM
`
`(76) Inventors: Mathew S. Malden, San Francisco, CA
`(US); John L. Coker, Hillsborough,
`CA (US); Do Joon Ra, Mountain View,
`CA (US); Marc Caltabiano, San
`Francisco, CA (US)
`Correspondence Address:
`CSA LLP
`4807 SPICEWOOD SPRINGS RD.
`BLDG. 4, SUITE 201
`AUSTIN, TX 78759 (US)
`Appl. No.:
`10/118,538
`Filed:
`Apr. 8, 2002
`
`(21)
`(22)
`
`Related U.S. Application Data
`(63) Continuation of application No. 09/820,337, filed on
`Mar. 28, 2001, now abandoned.
`
`Publication Classification
`
`(51) Int. Cl.
`(2006.01)
`G06Q 10/00
`(52) U.S. Cl. .................................................................. 705/1
`
`(57)
`
`ABSTRACT
`
`A flowchart-based tool can be used to build a logical
`structure. In the context of a customer relationship manage
`ment (CRM) system, the logical structure can comprise an
`ordered set of questions and branching logic that are pre
`sented to a customer of the business when the customer
`contacts the business with an inquiry, Such as for a sale or
`service inquiry or other interaction. An engine can run a
`session associated with the logical structure, with the session
`presenting questions, text, graphics, and the like dynami
`cally to a user interface Branching logic determines the
`appropriate information to present to the user interface based
`on answers to previous questions.
`
`56
`60
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`Patent Application Publication Sep. 6, 2007 Sheet 1 of 11
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`Patent Application Publication Sep. 6, 2007 Sheet 9 of 11
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`US 2007/0208573 A1
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`Sep. 6, 2007
`
`ENGINE TO PRESENT USER INTERFACE BASED
`ON A LOGICAL STRUCTURE, SUCH AS ONE FOR
`A CUSTOMER RELATIONSHIP MANAGEMENT
`SYSTEM
`
`TECHNICAL FIELD
`0001. This disclosure relates generally to automated pro
`cessing of information, and in particular but not exclusively,
`relates to an engine that can present a user interface based on
`a logical structure. Such as a logical structure for a customer
`relationship management (CRM) system.
`
`BACKGROUND
`0002 Businesses are constantly trying to improve the
`services that they provide to their customers. Indeed,
`whether a business is successful is often dependent on the
`satisfaction of its customers. To better address the needs of
`their customers, businesses often provide “customer service
`departments.” These customer service departments typically
`employ human individuals (sometimes referred to as
`"agents' or “representatives') who answer customers' ques
`tions, inquiries, complaints, or other sales and service issues.
`At a most basic form, an agent communicates with custom
`ers via a telephone to orally answer the sales/service inquires
`of customers who call the customer service department.
`0003 Customer relationship management (CRM) sys
`tems have become popular in recent years to automate the
`interaction between businesses and its customers. With the
`use of hardware and Software, many of the tasks traditionally
`performed by agents can now be performed electronically.
`For instance, customers have become accustomed to auto
`mated voicemail systems (a form of CRM) where customers
`listen to prerecorded messages and then make menu selec
`tions using their telephone keypad.
`0004. Despite the increased use of CRM systems, they
`suffer from several implementation drawbacks. For instance,
`businesses, products, and customers can vary greatly from
`one situation to another. What works very well for one
`business may be completely useless to another. Given this
`consideration, CRM systems often need to be customized
`for each business. This customization can be expensive and
`lengthy, and often includes providing customized software
`code, customized hardware, customized applications, and
`the like to businesses.
`0005) Even with this customization, a system adminis
`trator of a business sometimes may still have to write
`software code to properly implement a CRM system, such as
`when modifying an existing feature, adding a feature, updat
`ing a component, initially installing the CRM system, or
`other activity. This limitation can cause delays in deploy
`ment of the CRM system or improper operation if the system
`administrator does not know how to write code, or is
`unfamiliar with the structure and user interfaces of the CRM
`system.
`0006 Other drawbacks of existing CRM systems are
`from a customer's perspective. Many types of CRM sys
`tems. Such as the automated Voicemail system identified
`above, progressively present menu selections to customers
`and then process the customers’ responses. Should the
`customer hang up the telephone or should the communica
`tion be disconnected, then the customer usually has to redial
`
`the telephone number and start the process all over again.
`This can become exceedingly frustrating and inconvenient
`to the customer, particularly if much effort was previously
`spent to get to a certain point in the automated messages, and
`then the communication is prematurely terminated.
`0007 Some CRM systems try to implement customer
`service through a network, such as the Internet, in order to
`provide “self-service' to customers with minimal support
`from human agents. An example is an Internet web site that
`has web pages where a customer can get Some degree of
`customer service by being presented with menu selections or
`questions in the form of hypertext links, or with forms where
`the customer can enter information Such as name, addresses,
`product order, and the like. However, such web sites typi
`cally are very primitive and do not offer the degree of
`personalization that many customers would like to have.
`Furthermore, these web sites typically provide little or no
`interactive guidance on a workflow to perform a task, Such
`as troubleshooting, form filling, personalized instructions,
`and the like. Also, these web sites suffer from the same
`“disconnection' limitation described above with regards to
`automated Voicemail systems—if the customer's Internet
`connection is disconnected while the customers inquiry is
`being processed, then the customer usually has to start over
`aga1n.
`
`BRIEF DESCRIPTION OF THE DRAWINGS
`0008. Non-limiting and non-exhaustive embodiments of
`the present invention are described with reference to the
`following figures, wherein like reference numerals refer to
`like parts throughout the various views unless otherwise
`specified.
`0009 FIG. 1 is a block diagram of a system that can
`implement an embodiment of the invention.
`0010 FIGS. 2-6 illustrate embodiments of user interfaces
`of a flowchart-based tool that can be used in the system of
`FIG. 1 to build a logical structure.
`0011 FIG. 7 illustrates an embodiment of a user interface
`to view a status or control flow of a logical structure.
`0012 FIG. 8 is a functional block diagram illustrating
`verification and importing/exporting of a logical structure in
`accordance with an embodiment of the invention.
`0013 FIG. 9 is a functional block diagram illustrating an
`engine that can implement operation of a logical structure in
`accordance with an embodiment of the invention.
`0014 FIG. 10 is a functional block diagram illustrating
`an engine that can implement operation of a logical structure
`in accordance with another embodiment of the invention.
`0015 FIG. 11 is a functional block diagram illustrating
`an embodiment of a save and resume feature for a logical
`Structure.
`
`DETAILED DESCRIPTION OF THE
`ILLUSTRATED EMBODIMENTS
`0016 Embodiments of an engine to present a user inter
`face based on a logical structure are described herein. In the
`following description, numerous specific details are given to
`provide a thorough understanding of embodiments of the
`invention. One skilled in the relevant art will recognize,
`
`13
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`Sep. 6, 2007
`
`however, that the invention can be practiced without one or
`more of the specific details, or with other methods, compo
`nents, materials, etc. In other instances, well-known struc
`tures, materials, or operations are not shown or described in
`detail to avoid obscuring aspects of the invention.
`0017 Reference throughout this specification to “one
`embodiment' or “an embodiment’ means that a particular
`feature, structure, or characteristic described in connection
`with the embodiment is included in at least one embodiment
`of the present invention. Thus, the appearances of the
`phrases “in one embodiment” or “in an embodiment” in
`various places throughout this specification are not neces
`sarily all referring to the same embodiment. Furthermore,
`the particular features, structures, or characteristics may be
`combined in any Suitable manner in one or more embodi
`mentS.
`0018. As an overview, one embodiment of the invention
`uses a flowchart-based tool to allow an individual. Such as
`a system administrator of a business, to build a logical
`structure. In the context of a CRM system, the logical
`structure can comprise an ordered set of questions and
`branching logic that are presented to a customer of the
`business when the customer contacts the business with an
`inquiry, such as for a sale or service inquiry or other
`interaction. A user interface can be presented to a customer
`or agent, with the user interface being based on a logical
`structure that includes a workflow to achieve a given task.
`The logical structure is tied to the user interface that is
`provided to the customer or agent. One embodiment of the
`flowchart-based tool uses a drag-and-drop interface to build
`the logical structure, and then questions for the individual
`components in the logical structure can be composed by the
`administrator or selected from menus.
`0019. After the logical structure has been created, an
`engine can run a session associated with the logical struc
`ture, with the session presenting questions, text, graphics,
`and the like dynamically to user. Branching logic determines
`the appropriate information to present to the user based on
`answers to previous questions. In one embodiment, the
`engine allows presentation of the information to the user/
`customer across a network, such as the Internet and a web
`site, by generating hypertext markup language (HTML) files
`to display the questions or other elements of the logical
`structure on a client terminal of the user. In another embodi
`ment, the engine allows presentation of the information,
`Such as questions or other elements of a logical structure, to
`an agent, who can then convey the questions to the customer
`in order to obtain answers from the customer that result in
`interactive progression through the logical structure.
`0020. The various features of the embodiments disclosed
`herein can be used in conjunction with the methods, sys
`tems, tools, and products disclosed in PCT Application
`Serial No. PCT/US99/28415, entitled “SMART SCRIPT
`ING CALL CENTERS, PCT Publication No. WO
`00/33226, published Jun. 8, 2000, which claims priority
`based on U.S. Application Ser. No. 60/110,187, filed Nov.
`30, 1998, both of which are assigned to the same assignee as
`the present application and both of which are incorporated
`herein by reference in their entirety.
`0021
`For simplicity of explanation, several terms that are
`used herein will now be clarified. It is understood that this
`terminology is being used for the sake of illustration and is
`
`not intended to strictly limit the scope of the invention. It is
`further understood that the components designated by these
`terms may be referred to differently in other embodiments
`using other terminology. The terminology used herein to
`describe an embodiment of the invention is as follows:
`0022. A Question represents a single interaction between
`a script and a customer/user. Questions may have answers
`and need not necessarily collect information. For instance,
`informative text that is presented to a user need not neces
`sarily require a response from the user.
`0023. An Answer comprises a specific value defined for
`a question. Answers can be used to constrain user responses
`to questions, or to control navigation from a question.
`0024. A Script or Script Definition includes an ordered
`set of questions and the branches between them. Questions
`can be used in more than one script and can be associated
`with scripts through the branches. The script definition can
`also include an ordered set of pages and the branches
`between then. Each page can define branching within it, and
`branching may also be present between pages.
`0025 A Branch can be a link between one question and
`another question, or between one page and another page.
`0026 A Page comprises a set of questions, including
`branching, which can be used in one or more scripts. A page
`can be thought of as a “container of questions, and Scripts
`can be thought of as “containers' of pages.
`0027. Referring first to FIG. 1, shown generally at 10 is
`an example of a system that can implement an embodiment
`of the invention. The system 10 includes a business 12 and
`a plurality of end users or “customers' 14-18. The business
`12 can have a “customer service' component 20 that oper
`ates to provide the customers 14-18 with different types of
`services and information, including accounting information,
`purchase/order information, product information, trouble
`shooting, and a multitude of other types of information and
`services that can vary according to the type of business
`conducted by the business 12. One example of the customer
`service component 20 is what is sometimes referred to as a
`“call center.
`0028. The customer service component 20 can be auto
`mated at least in part in an embodiment of the invention.
`This automation, as will be described in further detail below,
`can be performed by suitable CRM hardware and software.
`A system administrator 22 can configure and manage opera
`tion of the customer service component 20 using a flow
`chart-based embodiment of the invention. The customer
`service component 20 can also include one or more agents
`24-26. The agents 24-26 can be human operators, in one
`embodiment, who address inquiries from the customers
`14-18 using the CRM hardware and software. At least one
`of the agents 24-26 also can be fully automated, rather than
`human, to address inquiries from customers who electroni
`cally communicate with the customer service component 20,
`via a web site for instance (e.g., a “web user').
`0029. In one embodiment of the invention, the customer
`service component 20 can communicate with the customers
`14-16 via a conventional communication medium, Such as
`telephone. Other types of communication techniques that
`can be used for communication between the customer Ser
`vice component 20 and the customers 14-18 can include, but
`
`14
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`Sep. 6, 2007
`
`not be limited to, email, facsimile, instant messaging, voice
`over-IP and the like. For example, one embodiment of the
`invention allows the customer 18 to communicate with the
`customer service component 20 via a web browser 28 that is
`installed in the customer's 18 client terminal, such as a
`personal computer (PC), laptop, wireless device, or other
`communication device that can be communicatively coupled
`to an Internet 30.
`0030 The Internet 30 is in turn communicatively coupled
`to the customer service component 20 via a web server 32
`and one or more web server extensions 34. In accordance
`with one embodiment of the invention, the web server
`extensions 34 operate to facilitate communication or other
`wise interface with an object manager (not shown) of the
`customer service component 20 (or other application that is
`built into the architecture of the customer service component
`20 behind the web server 32).
`0031. In an example operation of the system 10, the
`administrator 22 creates a logical structure. Such as script
`definitions in a manner described below, using an embodi
`ment of a flowchart-based technique. Once scripts have been
`defined, the customer service component 20 is ready to
`receive inquiries from the customers 14-18. If an inquiry is
`received from a particular customer, the agent 24 (or 26)
`launches a suitable one of the scripts and sequentially
`presents questions to that customer from the Script, accord
`ing to the order and relationships defined by the script
`definition. As the agent 24, using a user interface, enters
`answers given by that customer, Subsequent questions (or
`pages or Scripts as well) can be presented to the customer by
`the agent based on prior answers, until a final Solution is
`reached.
`0032 For instance, if the customer 14 is calling to
`troubleshoot a product that was recently purchased, the
`agent 24 can initiate a script related to troubleshooting for
`that particular product. The initial questions in the Script can
`include items such as the customers 14 name and address,
`telephone number, model of the product that was purchased,
`and the like. Subsequent questions in the Script can be orally
`communicated to the customer by the agent 24, in one
`embodiment, in order to obtain answers from the customer
`14 with regards to the specifics of the problem that the
`customer 14 is having with the product. Finally, the script
`ends when a final question is reached.
`0033. In an embodiment, the customer 18 can run a script
`Substantially without assistance from a human agent. In this
`embodiment, the customer 18 can run the script, to view
`questions and to provide answers, using the web browser 28
`and other components of a web client embodiment for the
`customer service component 20. The same Script may be run
`by multiple agents at the same time, or multiple users on the
`web site can run the same Script at the same time.
`0034 FIGS. 2-6 illustrate embodiments of user interfaces
`of a flowchart-based tool that can be used in the system of
`FIG. 1 to build a logical structure, such as scripts or script
`definitions for a CRM implementation during a “design
`mode of the flowchart-based tool. It is to be appreciated
`that in other embodiments of the invention, the flowchart
`based tool may be used to build logical structures for other
`types of implementations, such as campaign programs,
`organizational charts, state models, business processes, and
`the like. For the sake of illustration, the user interfaces
`
`shown in FIGS. 2-6 will be described in the context of being
`used by the administrator 22 to build the logical structures,
`and it is understood that other individuals may also use the
`flowchart-based tool and related user interfaces alternatively
`or in addition to the administrator 22.
`0035 An embodiment of a user interface 36 is shown first
`in FIG. 2. The user interface 36 includes a display area 38.
`where a flowchart 40 may be created, edited/modified,
`displayed, and the like by the administrator 22. The user
`interface 36 may also include a plurality of palettes or
`templates 42. In the example shown in FIG. 2, the templates
`42 include a question template and a branch template. In
`accordance with an embodiment of the invention, the flow
`chart 40 may be created using the question template and the
`branch template via a "drag-and-drop” technique, where the
`question template and/or the branch template are dragged
`and dropped into the display area 38 to build the objects or
`elements (e.g., question blocks and branches) of the flow
`chart 40. Thus in FIG. 2, the flowchart 40 comprises a
`plurality of questions that are logically linked together by
`branches.
`0036) Once placed on the display area 38, the adminis
`trator 22 can interactively move, resize, Zoom, or reshape
`any of the objects of the flowchart 40 (or any flowchart
`displayed on the display area 38). A variety of other different
`manipulation features are possible, including cutting and
`pasting between pages or between files, layering, 'Snapping
`to grid locations or other locations, and the like. In an
`embodiment, the various objects can have certain spots in
`them where the branches or other connectors can be
`attached. These spots can be visually indicated, by color for
`instance, to assist the administrator 22 in positioning the
`objects for connection, as well as having other visual indi
`cators to identify that the objects have been connected.
`When moved, resized, or reshaped, the connected objects of
`the flowchart 40 can move in unison without separating and
`without the need for the administrator 22 to reconnect any of
`the objects. If elements of the flowchart 40 are moved or
`otherwise rearranged, information is stored in a database to
`reflect the new relationships/structure created by the rear
`rangement.
`0037. In the example of FIG. 2, the flowchart 40 com
`prises part of an “Introduction' page of a script. Additional
`pages of the script, such as “Needs Analysis” and “Support
`Profile' pages, can be displayed as part of a list 44, as the
`pages are created. Specific pages to display for revision or
`viewing can be selected from the list 44. Scripts themselves
`(operating as a container for pages) can be displayed at a
`menu bar 46 of the user interface 36. For instance, there can
`be separate Scripts for expense reports, pricing administra
`tion, marketing administration, and the like, any of which
`can be selected in order to view, create, or revise their pages.
`0038. The user interface 36 can include a verify button
`48. As will be described in further detail below, "clicking
`on the verify button 48 triggers a verification process for the
`flowchart 40 to verify or test the proper operation of the
`flowchart 40. The user interface 36 can also include a
`translation feature 50. The translation feature 50 allows the
`administrator 22 to specify different foreign languages that
`may be used by a particular script when presenting questions
`or other information to the customers 14-18.
`0039 FIG. 3 shows another page of the script displayed
`in the display area 38 of the user interface 36. This page
`
`15
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`

`US 2007/0208573 A1
`
`Sep. 6, 2007
`
`includes a flowchart 52 that corresponds to the “Needs
`Analysis’ page selected from the list 44.
`0040 FIG. 4 illustrates how the administrator 22 may
`compose the questions themselves for any one of the objects
`in a particular flowchart 54 displayed in the display area 38.
`In accordance with one embodiment of the invention, a
`question selection box 56 (sometimes referred to as a
`“property” sheet having “attributes') may be displayed, with
`the selection boxes 56 providing the administrator 22 with
`different options as to the content of each question. The
`selection box 56 may be displayed, for instance, if the
`administrator 22 clicks on any one of the objects of the
`flowchart 54 that is displayed in the display area 38. A
`different selection box 56 can be displayed for each of the
`objects in the flowchart 54. The selection box 56 may also
`be displayed by selecting that feature from a menu or a tool
`bar. As another embodiment, the selection box 56 may be
`displayed automatically when the corresponding question
`object is dropped into the display area 38. As yet another
`embodiment, the questions can be created using a separate
`screen. When a question template is dragged and dropped on
`to the display area 38, the selection box 56 appears. The
`question selected by the administrator 22 can be created on
`the portion of the display area 38 where the question
`template was dropped.
`0041. In one embodiment, the selection box 56 can
`include a list 58 of pre-formulated questions. Such pre
`formulated questions can be created by the manufacturer of
`the user interface 36 prior to shipment to the business 12, or
`created and saved by the administrator 22 during the course
`of building various flowcharts. For each of the questions in
`the list 58, answer types can be defined at 60. For instance,
`if a question is requesting an annual revenue amount, the
`corresponding answer type can be defines such that only
`currency values will be accepted as valid answers. Other
`examples of answer types include, but are not limited to,
`strings, Boolean, numerical, specific product information,
`and the like.
`0.042
`Alternatively or in addition to being able to select
`questions from the list 58, the selection box 56 allows the
`administrator 22 to compose entirely new questions through
`the use of a “New' button 62 or other component. By
`clicking on the button 62, a field (not shown) can be
`displayed where the administrator 22 can enter/compose a
`question.
`0.043
`FIG. 5 illustrates an embodiment of an answer
`selection box 64. The selection box 64 may be displayed, for
`instance, when adding a branch for a question that has
`multiple defined answers. Thus, an answer can be selected
`from a list 66 of answers. In other embodiments, the
`selection box 64 can be used to compose entirely new
`answers different from the list 66, define answer types (e.g.,
`strings, currency, Boolean, and the like), or otherwise define
`or compose answers if appropriate.
`0044 FIG. 6 illustrates use of the user interface 36 to
`build a flowchart 68 comprising pages and branches between
`pages. In particular, an embodiment of the invention allows
`the administrator 22 to provide branching from a question on
`a particular page to another question on another page, in
`effect linking pages together. Thus for the flowchart 68,
`questions in a page 74 can branch to questions in pages 72
`and 70.
`
`0045. The templates 42 can include a page palette 76 that
`the administrator 22 can use in a drag-and-drop manner to
`build the flowchart 68. The specific pages to link can be
`chosen from a list 78. The specific questions to branch to
`(and from) may also be chosen from a list 80. In addition, it
`is possible to use or re-use the same page on multiple scripts.
`0046 Accordingly, as shown in FIGS. 2-6, the adminis
`trator 22 can create the script definitions using a flowchart
`based tool during a design mode. The Script definitions that
`can be created using the flowchart-based tools include, but
`are not limited to, the questions themselves, their ordering,
`their inter-relationships and branching (such as conditional
`branching that depend on previous answers), or other logical
`structure that define the flow of the script. Other parts of the
`Script definition can include attributes Such as language, run
`time, answer or question types, control settings, or other
`settings that can influence the flow and behavior of a script.
`0047 One embodiment of the user interface 36 allows the
`administrator 22 to create scripts that can be presented with
`different foreign languages. For instance, the administrator
`22 may wish to design every Script to begin with a greeting,
`Such that the greeting is presented in the particular language
`of the ultimate recipient (e.g., the customers 14-18). This
`may be done in one embodiment by creating a language
`record for each element of the script definition. The admin
`istrator 22 can use the question selection box 56 of FIG. 4
`or the answer selection box 64 of FIG. 5 to create foreign
`language translations for each question or answer, respec
`tively.
`0048. The different foreign languages may then be
`assembled in a list and viewed when the translation feature
`50 of FIG. 2 is clicked or otherwise activated. For instance,
`when the customer 14 calls the agent 14 and identifies
`himself/herself as a German-language speaker, the agent 14
`can click on the translation feature 50 to select a German
`language version of the script. Upon clicking of the trans
`lation feature 50, all of the German-language records for the
`elements in the script are loaded, such that when the script
`is run, German-language text appears in every piece of text
`that may be potentially seen by the end user.
`0049. Thus in one embodiment for an end-user user
`interface for choosing a script to run, the end user sees a list
`with two columns. One column is for the script name and
`another column is for the language. The same Script can
`show up multiple times in the list (e.g., once for each
`language that it has a translation for). The end users select
`the script they wish to run from the list. For each language
`that is available for a script, a translation in that language can
`be defined for all question text, answer texts, page labels,
`script labels, or other characteristic that is suitable for a
`translation.
`0050. By creating language records that work in conjunc
`tion with a main record (e.g., the script definition), the entire
`Script need not be re-written for every foreign language.
`Instead, the administrator need only create foreign language
`translation for certain pieces of text. The foreign language
`translations are then kept in language records and linked to
`the script definition, and subsequently loaded when the
`Script is run.
`0051. Thus, as demonstrated by FIGS. 2-6, a logical
`structure can be created by the administrator 22 in one
`
`16
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`US 2007/0208573 A1
`
`Sep. 6, 2007
`
`embodiment of the invention without the need to write code.
`The flowchart-based tool also allows the administrator 22 to
`conveniently revise or add to existing scripts without having
`to write or rewrite code. In an embodiment, revisions and
`additions can be performed simply by appropriately access
`ing and changing the flowcharts while in the design mode,
`using the palettes 42 and the selection boxes 56 and 64.
`0.052
`In accordance with an embodiment of the inven
`tion, Script definition information is stored in a database as
`the various flowcharts in FIGS. 2-6 are created by the
`administrator 22. As an example, when a question object is
`dropped into the