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WO1994003865A1 - Module interactif de produit a base client - Google Patents

Module interactif de produit a base client Download PDF

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Publication number
WO1994003865A1
WO1994003865A1 PCT/US1993/007341 US9307341W WO9403865A1 WO 1994003865 A1 WO1994003865 A1 WO 1994003865A1 US 9307341 W US9307341 W US 9307341W WO 9403865 A1 WO9403865 A1 WO 9403865A1
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WO
WIPO (PCT)
Prior art keywords
product
customer
vendor
user
interactions
Prior art date
Application number
PCT/US1993/007341
Other languages
English (en)
Original Assignee
Abelow, Daniel, H.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Abelow, Daniel, H. filed Critical Abelow, Daniel, H.
Publication of WO1994003865A1 publication Critical patent/WO1994003865A1/fr

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Classifications

    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • This Customer-Based Product Design Module invention uses a combination of computer hardware, software and communications technologies to construct a module that is built into certain products and services, to establish a network of customer-vendor-distributor interactions and communications. These make possible new customer roles in the design and development of products and services, and customer-vendor relationships. Over time, this may produce a gradual transfer to customers of commercial direction and market control, both in individual cases and in aggregate, from vendors and distributors.
  • This invention may enable some vendors to learn directly from their customers on an ongoing basis and establish a private two-way product development relationship with them, bypassing some current methodologies. This invention may also produce more accurate information than market research because it learns customer needs, expectations and desires during the use of products and services. How does this invention accomplish this?
  • microprocessors are often embedded into products as controllers. For example, many new cars have a dozen or more microprocessors inside of them.
  • This invention uses technology to embed a customer-vendor-distributor NETWORKING MODULE into vendor-selected products and services.
  • This technology-based Module becomes a feature of those product and services, but it is a feature that may involve customers in the product design process, and in planning business services so that they serve customer needs better than competitors can accomplish. These are strategic business advantages for many companies. For products that contain this Module, customers may continuously inform vendors of their current and emerging needs. The vendors of those products may have the best opportunity to respond swiftly to a much clearer view of market opportunities and product problems than they have today. The inventor believes that within a generation it will be normal for many products and services to include this type of Module, so that customers (in aggregate, the market) comes to play a larger role in directing and controlling the commercial development of many products and services.
  • market research a variety of methodologies are used to segment groups of customers and to show the preferences and desires of the market segments.
  • market research focuses on gathering either quantitative data (such as demographic information or numerical responses to surveys and questionnaires) or qualitative data (such as from focus groups) .
  • quantitative data such as demographic information or numerical responses to surveys and questionnaires
  • qualitative data such as from focus groups
  • On-line Surveys In an on-line survey, a subject sits in front of a computer. Generally, this means bringing the subject to the computer that is running the survey software. At the time the subject has been told to complete the on-line survey, the survey software is run and it asks the subject questions. The subject uses a keyboard or mouse to answer the questions. The software records the subject's answers in a data file. After that subject has completed the survey, the software can report those answers. After all the subjects have been run, software can report various compilations of the data set, and provide various analyses of an individual subject, a sub-set of subjects, the entire group, or comparisons between various sub-groups. Over time, a series of on-line surveys can be compiled, and the data may be compared in various ways (such as longitudinally) .
  • These devices are carried into the field by many types of employees, such as couriers for organizations like Federal Express. These devices gather data from individual products or transactions by means of reading printed bar codes. This data is held in the bar code reader until it is connected to a computer or to a device that communicates with a computer. At that time, function keys are pressed and the bar code reader's data is uploaded to the computer. During that same connection, function keys are pressed and the bar code reader may be reprogrammed by means of downloading new software into the bar code reader's memory.
  • the Calculator The small, hand-held calculator contains a microprocessor, memory, display, power supply and input buttons. It can be mass manufactured in large enough quantities that these devices can be sold very inexpensively. 6. Smart Cards
  • the Smart Card is like a calculator with additional memory and functions built into it. It is used for many types of applications, such as electronic ID systems that provide secure access throughout corporate offices, maintaining personal medical or financial account histories, and other single-purpose uses.
  • a number of the prior art for Smart Cards and related devices demonstrate the feasibility of the present invention, including: (a) Systems for storing and transferring data between persons based on portable electronic devices (4,007,355, 2/1977, Moreno and 4,092,524, 5/1978, Moreno) , (b) A portable element of reservation systems, for receiving, storing, displaying and outputting digital data (4,298,793, 11/1981, Melis et al.),
  • a credit card with a memory including plural memory fields, for keeping accounts with predetermined homogeneous units (4,367,402, 1/1983, Giraud et al.),
  • a voice recording card can record and reproduce messages, and transmit and receive messages (4,677,657, 6/1987, Nagata et al.),
  • An IC card for operating machines such as automatic cash machines and ID systems, including a display for displaying stored data, an IC card reader for reading the IC card, and transmitting/receiving means for updating the data (4,746,787, 5/1988, Suto et al.),
  • An intelligent card that includes a keyboard, display and IC chip, designed to provide secure identification of the card's holder (4,749,982, 6/1988, Rikuna et al.) ,
  • a customer service system that stores customer service information in an IC card, and displays it on the card's display, based on menu selections by the person holding the card (4,752,677, 6/1988, Nakano et al.),
  • a portable data carrier that stores more than one bank and/or credit account number and data, and provides account information by means of a display (4,859,837, 8/1989, Halpem) ,
  • a smart card apparatus and method of programming it including a smart card control program and a data dictionary (4,874,935, 10/1989, Younger),
  • a portable electronic keysafe system e.g., a secure lock
  • stores data along with a stand to interface with a computer, and a computer that programs the lock (4,988,987, 1/1991, Barrett et al.)
  • a data collection system useful for trade shows employing a card containing a memory chip for recording and storing the data of individuals (5,019,697, 5/1991, Postman) , and (r) A portable interactive medical test selector that displays questions to a patient, stores answers and analyzes the answers to recommend appropriate medical tests (5,025,374, 6/1991, Roizen et al.).
  • Vendors typically use market research to discover unfilled user needs and create new product and service designs that might capture valuable market share.
  • the resulting physical products and services are therefore the current conceptual embodiment of a vendor's current knowledge of customer and user needs. As this knowledge is improved, the physical and process designs of products and services are altered. Thus, we propose that the current designs of products and services at any time are a reflection of a vendor's knowledge of customer needs and desires.
  • This invention focuses on the competitive strategy of having companies work in a partnership with their customers to gain the greatest ability to focus their resources on developing the products and markets that customers want most, so that these companies therefore gain the biggest increases in sales and profits. It suggests that the value of these customer-vendor relationships is one type of crucial business advantage, and this may be expanded by engaging in new types of product development partnerships that may be made possible by this invention. Needs For This Invention
  • this invention helps vendors and customers by transforming their learning cycle: It compresses the time and steps between setting business objectives, creating effective products and services, and improving them continuously. It also alters their roles: Customers become partners in the improvement process along with vendors and distributors.
  • This invention's "Customer-Based Product Design Module” (CB-PD Module) generates numerous opportunities for improvements by integrating customers and employees into the design and delivery of products and services.
  • the invention describes a specific new class of product feature that may be added to, or built into, many types of products and services.
  • the CB-PD Module engages Customers in Development Interactions (DI) while products and services are being used.
  • DI Development Interactions
  • the customers and users provide direct, on-task understanding of their use of the products and services, and of their unfilled needs, to the product vendors, designers and developers. Development Interactions (DI) will take place most often during actual uses of the product or service, which is when most unreported problems and dissatisfactions occur.
  • This Customer-Based Product Design Module (CB-PD Module) invention " is designed to embed a new type of product feature within a range of products and services, helping them evolve into Customer Directed Products (CDP) by means of Development Interactions (DI) .
  • CDP Customer Directed Products
  • DI Development Interactions
  • ACD Aggregate Customer Desires
  • DCD Defined Customer Desires
  • the CB-PD Module obtains its findings while customers are in the middle of product uses, during their real situations and needs. This has the potential to transform the role of Customers from remote and only partly understood participants into design partners with vendors. By automating these critical connections, it can produce a faster, more accurate and more profitable partnership between vendors and customers.
  • DCD Defined Customer Desires
  • the CB-PD Module is an unobtrusive product feature. It is largely invisible to vendors and customers except when (1) the vendor sets up this Module, (2) customers engage in Development Interactions during some of their uses of a product or service, and (3) when vendor management receives a processed report. Description
  • a CB-PD Module may have varied designs, to fit the functionality of each particular product or service. For a first example, consider a general purpose CB-PD Module. This would be a removable, self-contained module that could be either battery powered or receive its electricity from the product.
  • This interactive networking invention includes its own display or speaker for communicating with the Customer; its own keypad or microphone for the Customer to communicate with it; its own microprocessor and memory to run Customer Design Instruments (CDI) , interact with the Customer and store the Aggregate Customer Desires (ACD) data that result from those interactions; its own interface to the product to receive signals of specific types of events (such as when the product is turned on and off, when certain product features are activated, etc.); its own means to communicate with the Vendor (such as by an internal modem to link to the telephone network, by a plug to connect to an interface unit like a bar code reader, by a removable chip that stores and carries the data to an external reader, etc.), etc.
  • this interactive networking invention could be mass manufactured and included in a variety of products and services.
  • a CB-PD Module in the typewriter would be programmed to interact with the Customers or users (such as at every Nth time the unit is turned on, like the 10th and each successive 100th time) . If the customer agreed to participate in a Development Interaction (D) ) , the CB-PD Module would print a series of pre-programmed probes on a paper that the Customer inserts into the typewriter, one probe at a time. The Customer would answer each probe after it was printed-, by means of the keyboard.
  • D Development Interaction
  • the typewriter could (1) if the CB-PD Module contained a modem chip and plug, it could be connected to a phone line so it automatically sends its data to the Vendor, (2) print the address for the Customer to mail in the replies; or (3) print folding instructions and then the address right at the bottom of the replies, so they could be folded closed and mailed.
  • a third example is any equipment that includes playback and recording, such as VCRs, dictation recorder/transcribers, and computer-controlled products (such as a desktop computer or a personal digital assistant) .
  • a CB-PD Module would speak or display (on the TV screen) pre-recorded questions (recorded on chip or on a CB-PD Module tape or disk packaged with the product) . The answers could be recorded on tape, in digital storage or on a chip.
  • VCR Voice Call recorder
  • the Customer would answer by pressing channel number keys on the hand-held remote control sold with the VCR; the answers would be recorded on a tape that the Customer inserts into the VCR; at the end, the Customer could mail the tape in to the Vendor.
  • open-ended questions could also be asked, with the Customer providing a spoken or a written reply.
  • a fourth example is a product that might suffer any type of a problem, breakdown or cause user-interface confusion.
  • the CB-PD Module might have a "Help button" and the Customer would press it whenever there is a problem, suggestion or need that the Customer wants to report.
  • the product would use its native recording capability, the CB-PD Module would use its recording capabilities, or the Customer would be instructed in one of the alternative recording options described below.
  • the Customer might press the CB-PD Module's Help button 1 to 4 times to answer a 4-part multiple choice question, and the customer replies could be stored in the internal Module.
  • This data could be returned to the vendor by one of the means described in the preferred embodiments, such as by reading the CB-PD Module when the product is returned for repair to the Vendor or to a service center.
  • the fifth example is when a service is provided, such as a car rental.
  • the CB-PD Module could be voice-controlled and installed under the dashboard of the rented automobile. Customers could provide the
  • DI Development Interaction
  • the rental company could download the data from the CB-PD Module, or swap it for a fresh one if it were a modular plug-based unit, then download the data by means of separate data reader (see the preferred embodiments, below) .
  • the CB-PD Module could be re-programmable so that new Customer Design Instruments (CDI) could be put into them as needed.
  • CB-PD Modules Each vendor would decide where and how to use CB-PD Modules in its products and services. This is a complete turnaround system that automates the conducting of Development Interactions (DI) between customers and Customer Designed Products (CDP) , followed by their automated analysis into Defined Customer Desires (DCD) and delivery to vendor managers and employees as Customer-Based Product Design Reports (CB-PDR) . This results in frequent addition of Customer-based product design recommendations during most stages of a product's life cycle, including:
  • the CB-PD Module can help track the testing of new and prototype products during their development, and provide the output of Aggregate Customer Desires (ACD) and Customer-Based Product Design Reports (CB-PDR) to product managers and designers. This keeps the development team informed of Customer responses and recommendations.
  • ACD Customer Desires
  • CB-PDR Customer-Based Product Design Reports
  • the CB-PD Module can be used to accelerate future improvements in the product by means of customer-generated suggestions and insights.
  • Specific Customer Design Instruments may be used to elicit different information from specific groups of customers (such as by dividing Customers functionally by their product uses, or vertically by their market segments) .
  • the speed of this system also plays a role in that it communicates back to the product developers, instantaneously in some cases or at least quickly in many cases, the desires of numerous customers that would otherwise not be known or applied. Possible impacts from this invention
  • the CB-PD Module may provide competitive advantages that fit the vendor's needs because, in the end, many vendors develop a product or service for only one reason, and that is to produce sales and profits.
  • This invention offers the ability to demonstrate clearly to decision makers at the vendor company what it is about their product that is, or is not, effective, appealing, useful, etc. to their Customers while their product is being used. In many product life-cycle decisions, these clearly Defined Customer Desires (DCD) could prove to be crucial for the design, marketing, positioning, and future of the product and its specific features.
  • DCD Customer Desires
  • the Defined Customer Desires (DCD) that receive the most attention by the product's vendor may be those that appear to have the largest direct impact on the financial success and marketing performance of the product (or the fundamental goals of the organization, which may or may not be commercial; for example, an educational institution may be developing a technology-based curriculum product to produce certain learning outcomes or performance results, such as new skills in its students, and it may use a CB-PD Module to assess outcomes of its curriculum product during use, helping provide a constant flow of improvement information for this educational and non-commercial "product”) .
  • DCD Defined Customer Desires
  • An agenda for product development may thus emerge from customer participation: the sphere of direct involvement and influence expands beyond product developers and internal managers (which is generally the case at present) .
  • Vendor employees may gain a greater recognition of the direct stake that customers have in the products and services that they buy and use.
  • customers may recognize the direct stake the vendors have in their ability to perform and succeed with the products they buy.
  • These converging interests may foster a new type of networked relationship that is made possible by this invention.
  • the question of how to use this invention to improve management is answered by suggesting that vendors may become increasingly customer responsive by means of this invention. This may empower customers to become pro-active in stimulating product improvements, and in communicating their needs to vendors as a normal and largely unobtrusive part of using many products and services.
  • Fig. 1 is a flow chart of the Customer Design System (CDS) .
  • Fig. 2 is an illustration of the front view of a Customer-Based Product Design Module (CB-PD Module) .
  • CB-PD Module Customer-Based Product Design Module
  • Fig. 3 is an illustration of a Customer Directed Product (CDP) .
  • Fig. 4 is an illustration of a Customer Data Reader/Programmer (CDRP) .
  • Fig. 5 is an illustration of a CB-PD Module directly transmitting Aggregate Customer Desires (ACD) data through the telephone network.
  • CDRP Customer Data Reader/Programmer
  • ACD Aggregate Customer Desires
  • Fig. 6 is a block diagram of a Customer-Based Product Design Module (CB-PD Module) .
  • Fig. 7 is a block diagram of a Customer Directed Product (CDP) .
  • Fig. 8 is a flow chart of the Instrument Design Repository (IDR) .
  • Fig. 9 is a flow chart of the Instrument Design Repository (IDR) .
  • Fig. 10 is a flow chart of Development Interactions (DI) .
  • Fig. 11 is a flow chart of transmission with optional security procedures.
  • Fig. 12 is a flow chart of the growth of Aggregate Customer Desires (ACD) databases.
  • ACD Aggregate Customer Desires
  • Fig. 13 is a flow chart of a Customer-Based Product Design Report (CB-PDR) system.
  • Fig. 14 is an illustration of a recommendedreporting format for Customer-Based Product Design Reports (CB-PDR) .
  • CDP Customer Directed Product
  • An interactive product includes a CB-PD Module; a CDP interacts with the Customer, or the Customer may initiate interactions with a CDP; these interactions are by means of the CB-PD Module.
  • CDS Customer Design System
  • Customer Design Instrument is a specific set of Customer Probes (CP) that are intended to elicit the raw data, which are called Aggregate Customer Desires (ACD) .
  • Customer Probes are the prompts, questions, etc. stored in a CB-PD Module for interacting with a Customer.
  • Instrument Design Repository is a stored set of Customer Probes (CP) that are available, as an authoring system, for use in constructing Customer Design Instruments (CDI) . It also stores Customer Design Instruments (CDI) that may be reused or modified to produce new Customer Design Instruments (CDI) .
  • ACD Aggregate Customer Desires
  • CRM Customer Data Reader/Programmer
  • ACD Aggregate Customer Desires
  • a Development Interaction is the actual event when a Customer interacts with a Customer Directed Product (CDP) .
  • CDP Customer Directed Product
  • VII Vendor Initiated Interactions
  • CI Customer Initiated Interactions
  • DI Development Interactions
  • DCD Customer Desires
  • CDP Customer Directed Product
  • CB-PDR Customer-Based Product Design Report
  • DCD Defined Customer Desires
  • the Customer is the person, group of people, or company that uses the Customer Directed Product (CDP) and interacts with the CB-PD Module.
  • CDP Customer Directed Product
  • the Vendor is the company that sells the Customer Directed Product (CDP) , which may be either a product or a service.
  • CDP Customer Directed Product
  • a "vendor” may also be an educational institution (such as a university that wants to evaluate the effectiveness of an educational technology curriculum product) , a nonprofit organization (such as a foundation that wants frequent client feedback from a program of one of its grantees, to help improve that program rapidly) , a government agency (such as the State Department, which may want a CB-PD Module that helps improve its automated language education laboratories) , etc.
  • the Vendor referred to here may be any type of organization or institution.
  • the Distributor is a company that re-sells a Customer Directed Product (CDP) and may add services or support to it.
  • the Distributor may sell to Retailers or directly to Customers.
  • Retailers are a special category of Distributor who can engage in all the same activities as a Distributor, with respect to this CB-PD Module invention.
  • the Service Company is a company that provides post-sale repair or support to the Customer.
  • the Communications Service Vendor is the common carrier that provides communications services.
  • both the Products and the Services appropriate for this invention will be referred to as Products.
  • a CB-PD Module such as in the rental of automobiles, during or after the delivery of travel services (such as a stay at a resort) , etc.
  • travel services such as a stay at a resort
  • CDS Customer Directed Services
  • CB-PD Module The product that is manufactured in the preferred embodiment of this Customer-Based Product Design Module (CB-PD Module) invention is a specialized computer module, which on occasion is similar to a "smart card," including internal software and the optional of external software.
  • This Customer-Based Product Design Module (CB-PD Module) is applicable to a wide range of products and services, and the use of a sub-set of these CB-PD Module embodiments should be construed as included.
  • FIG. 1 the overall Customer Design System (CDS) describes the process by which Customers, by means of the CB-PD Module, can direct, guide or assist the Vendors of Customer Directed Products (CDP) , which contain such a module.
  • CDP Customer Directed Products
  • This process begins with a Vendor setting product, market or other commercial objectives 10 and then designing the product 12.
  • One of the product's features will be a CB-PD Module 14, which will include a custom Customer Design Instrument (CDI) specific for that product.
  • CDI Customer Design Instrument
  • pre-programmed trigger points are checked in the CB-PD Module 18. These trigger points may be initiated by the CB-PD Module or by the Customer. If a trigger point has not been reached, the Customer's use is not interrupted. If a trigger point is reached, the CB-PD Module requests the Customer's participation in a Development Interaction (DI) 20. If the Customer says no, then that trigger point is passed without a DI occurring. If the Customer agrees, a Development Interaction is performed 22.
  • DI Development Interaction
  • the Aggregate Customer Desires are delivered to the Vendor 26 where they are entered into an Aggregate Customers Desires (ACD) database.
  • ACD Aggregate Customers Desires
  • a report is run 28 which analyzes the aggregate data into Defined Customer Desires (DCD) comprised of the Customer's Views and suggestions during that period. This is presented in an on-line or printed Customer-Based Product Design Report (CB-PDR) 28.
  • This Customer information is used to help improve products, services, marketing and other areas of business operations 30, and is fed back into an iterative design 12.
  • the Customer Design Instrument is updated 14, and distributed by a variety of means (such as including it in the new products sold) to Customers.
  • the Customer Design System (CDS) in FIG. 1 provides the Vendors that use it with customer-based product and market development information 30, based on a Customer-Vendor NETWORK 14, 24, 26, 30 that is built into appropriate Customer Directed Products (CDP) 12 by means of a CB-PD Module 14. Vendors may employ this new source of Customer information 30 whenever they wish to improve their product design decisions 12. The Vendors may also use this new information 30 to reduce some of their other types of market research expenses.
  • the Customer Design System (CDS) in Fig. 1 gives Vendors hands-on Customer-based information 30 that is generated WHILE THEIR PRODUCTS ARE BEING USED. At their moments of greatest need. Customers tell Vendors their perceptions, expectations and the shortcomings of their product(s) and their associated services 24. They are able to communicate 24, "This is what I'm doing to use your product. This is why I need it and why I use it this way. Here are the specific things I'd like you improve, and why they are important to me. I'd also like to tell you how to improve your relationship with me.
  • Fig. 1 may provide strategic competitive advantages to Vendors interested in increased sales, revenues, market share or profits. Vendors can use this Customer Design System (CDS) to involve their Customers in guiding and determining: .What product features to improve and why 12, .How to improve target marketing's accuracy and effectiveness by clarifying what has the most value to specific groups of customers 30,
  • CDS Customer Design System
  • This Customer Design System may uncover and enable new strategic business opportunities 30 by means of placing a NETWORK into appropriate products. Strategic competitive advantages may include accelerating these Vendors' abilities to improve their products faster, fitting their products to their Customers and markets accurately, and satisfying Customer needs better than their competitors who do not include a network in their products. Vendors who use this 14, and only these Vendors, have this automated network to work with their Customers and learn from them 24 during product use. With each new cycle of iterative product improvement 12, these Vendors' may leap farther ahead of their competitors in product quality, customer satisfaction, sales and profits.
  • This Customer Design System assists Vendors in fitting their products to the most important needs of Customers 12 by means of automated interactivity 24 that enlists larger numbers of Customers 20 as design and business partners. Because these Customers provide their information WHILE THEY ARE USING THE PRODUCTS 18, these Vendors may gain the opportunity to fit their products and marketing to Customer needs faster and more accurately than their competitors 12.
  • the Customer Design System (CDS) in Fig. 1 may be integrated as a customer-linked network that is attached to 26 and integrated into 28 the firm's information technology systems, so that this reporting system 28 (which may deliver finished reports that are easy to read and understand) can be provided on-line 30 to numerous managers and employees throughout the organization
  • Fig. 2 the physical apparatus of one embodiment of a Customer-Based Product Design Module (CB-PD Module) , which is detailed below, is illustrated.
  • CB-PD Module Customer-Based Product Design Module
  • I/O communications input/output
  • a display 40 On the front surface of the card 62 there are provided a display 40; an input/output (I/O) communications plug 42; an audio speaker 44; a plug for electric power 46; a microphone 48; a removable memory chip 50; a physical handle for the device 52; a wireless antenna 54; an internal battery for power 56 (which may be a rechargeable battery for portability, a non-rechargeable lithium battery for longer life, etc.); keys or buttons for entering letters and numbers 60; and keys or buttons for choosing functions or operating modes 58.
  • I/O input/output
  • the special purpose function keys 58 include labeled buttons for those interactions needed in any particular CB-PD Module. Some of those functions may include transmitting or receiving data via the I/O plug 42 or the antenna 54, starting and stopping the recording of a voice message via the microphone 48, playing back stored data via the speaker 44 or the display 40, or quitting a Development Interaction (DI) via a terminate function key 58.
  • DI Development Interaction
  • FIG. 3 the physical apparatus of a second preferred embodiment of the CB-PD Module is illustrated as a complete Customer Designed Product (CDP), a facsimile machine 70.
  • CDP Customer Designed Product
  • this embodiment employs features already built into the product, so its design has been adapted to fit into the physical appearance and functioning of the product.
  • the following represents a reasonably complete set of user interface, electric power and communications input/output (I/O) features based on those already included in this product.
  • a display 72 In the facsimile machine 70 there are provided a display 72; telephone communications for input/output (I/O) 76; an audio speaker 74; electric power from the facsimile machine 70; a microphone for Customer input 78; keys or buttons for entering letters and numbers 82; keys or buttons for choosing functions or operating modes 80; and a printer 84.
  • a printer 84 In some cases there are two or more possible product features that may perform the same CB-PD Module operation (some of these options include entering Customer input via the microphone 78 or by the letter/number keys 82, communicating with the Customer via the speaker 74 or the display 72 or the printer 84, and locating function or mode keys on the facsimile machine 80 or on the handset 80) and in such cases, only one of these features needs to be employed.
  • the CB-PD Module in the facsimile machine 70 is therefore able to employ already existing product features 72, 74, 76, 78, 80, 82, 84 and may therefore merge them with the CB-PD Module to produce an integrated product design and integrated product/CB-PD Module operation.
  • FIG. 4 Another physical component in this invention is the Customer Data Reader/Programmer (CDRP) illustrated in Fig. 4.
  • CDRP Customer Data Reader/Programmer
  • This embodiment of a reader/programmer 92 resembles a credit card authorization terminal.
  • This apparatus includes keys for dialing the phone 100, a handset 94, a display 96, and an optional light 102.
  • the CB-PD Module 106 is inserted into the reader socket 104. There, the Module's electric power may be supplied by the Customer Data Reader/Programmer 92 via the CB-PD Module's plug 112.
  • the connection between the CB-PD Module 106 and the Customer Data Reader/Programmer 92 is via the I/O plug 110.
  • the operator connects to the Vendor's computer 118 over the telephone line 116 by pressing a function key 98 and dialing the Vendor's phone number on the dialing keys 100.
  • the data exchange from the CB-PD Module 106 may be wholly controlled by the Vendor's computer 118, with the Customer Data Reader/Programmer 92 acting as an interface to the CB-PD Module 106.
  • the Vendor's computer 118 may download a new program through the Customer Data Reader/Programmer 92 into the CB-PD Module 106.
  • this embodiment of the Customer Data Reader/Programmer 92 may be attached locally and directly to the Vendor's computer (to provide data reading, programming or both) instead of being linked from a remote location via a telephone line 116.
  • the Customer Data Reader/Programmer may serve as a stand alone device under its own program control. In this case, reading the data would be initiated by pressing a "receive" function key on the Customer Data Reader/Programmer 98 and a "transmit" function key on the CB-PD Module 106. The Customer may be guided through this by prompts or instructions on the display 96, or on the display 108. While the data is being read, the light 102 may be lit to indicate proper operation.
  • a message such as "Receiving data” may be displayed on the display 96, or a message such as "Sending data” may be displayed on the display 108.
  • the operator may then connect to the Vendor's computer 118 over the telephone line 116 by pressing a function key 98 and dialing the Vendor's phone number on the dialing keys 100.
  • the operator may then transmit the data to the Vendor's computer 118 by pressing a function key 98; while the data were being transmitted, a message such as "Sending data” may be displayed on the display 96.
  • the Customer Data Reader/Programmer 92 may have a new program downloaded to it by the Vendor's computer 118 for upgrading the program in the CB-PD Module 106.
  • the programming of the CB-PD Module 106 by the Customer Data Reader/Programmer 92 may then be initiated by pressing a "Send program” function key on the Customer Data Reader/Programmer 98 and a "Receive program” function key on the CB-PD Module 114.
  • the Customer may be guided through this process by prompts or instructions on the display 96, or on the display 108. While the CB-PD
  • the light 102 may be lit to indicate proper operation, or a message such as "Program downloading" may be displayed on the display 96, or on the display 108.
  • Fig. 5 illustrates a second embodiment of the
  • the CB-PD Module 120 contains a standard telephone plug as its I/O plug 122 and an internal modem 130.
  • a standard telephone cable 126 is used to attach the CB-PD Module 120 to a telephone line 124.
  • the CB-PD Module is connected to the telephone network, this is indicated by a message such as "Ready to transmit” on the display 128. Pressing the appropriate "Send and receive” function key 132 at that time automatically dials the Vendor's computer, transmits the data and receives a new program. An appropriate message may be displayed on display 128 while this is taking place, such as "Data is being exchanged.”
  • Internal Physical Descritions Fig. 6 shows a functional block diagram of the CB-PD Module in Figure 2. This is preferably a microprocessor-based integrated circuit (IC) of compact and inexpensive design.
  • IC integrated circuit
  • the CPU/ROM Memory 146 is a microprocessor plus ROM and RAM memory 158.
  • the memory 158 may be volatile, which requires constant electric power (i.e., conventional DRAM) or it may retain its data without requiring power (i.e., nonvolatile "flash" memory).
  • a separate unit is not specified for physical storage of the Customer Design Instrument (CDI) and the Customer's Aggregate Customer Desires (ACD) data (i.e., a miniature hard or floppy disk) since memory technology is evolving rapidly.
  • CDI Customer Design Instrument
  • ACD Aggregate Customer Desires
  • flash provides system BIOS; replaces ROMs, DRAMs and SRAMs; and is beginning to replace floppy and hard drives in various systems.
  • a system of removable physical storage may be employed, such as the removable chip 50 illustrated in Fig. 2.
  • a removable storage method enables the CB-PD Module's control programs to be updated without involving data communications.
  • a removable chip enables the data to be transferred by inserting the chip in a reader capable of downloading the data and updating the Customer Design Instrument (CDI) stored on the chip. If a removable storage method is used, it should be easily removable and replaceable by an untrained Customer.
  • CDI Customer Design Instrument
  • the keypad 148 may contain sufficient keys for all letters and numbers, or a reduced set. It also contains function keys that provide specific programmed operations (such as transmitting the collected data) .
  • the keypad 148 is coupled to ports on the microprocessor to provide digital input from the Customer, which may include any character or function that may be enabled by a key that is programmed in that manner (such as letters, numbers or an "enter" key; more complex operations connected with Development Interactions (DI) such as opening a scratch pad to attach a text comment or suggestion to a particular question; or functional operations such as transmitting and receiving data; etc.).
  • the display controller 144 delivers ASCII text to the display 142.
  • the display provides menus, instructions, probes, messages and other communications to the Customer.
  • the CB-PD Module is capable of conducting a Development Interaction (DI) with the Customer. This may be initiated by the Customer or by the CB-PD Module.
  • Memory 158 provides digital storage for one or more Customer Design Instruments (CDI) , customer data from Development Interactions (DI) , etc. in small data files or in a database of Aggregate Customer Desires (ACD) .
  • the power sources 46, 56 shown in Fig. 2 supply electric power to the electronic circuit of the CB-PD Module shown in Fig. 6.
  • An optional clock/calendar circuit 140 may be included to provide a trigger for running Development Interactions (DI) , to stamp the time and date of each DI in the Aggregate Customer Desires (ACD) file, to log the frequency of use of the product or of certain features of it, etc.
  • DI Development Interactions
  • ACD Aggregate Customer Desires
  • DI Development Interactions
  • the microphone 152 is connected to an analog-to-digital converter 156.
  • the analog-to-digital converter 156 converts it to digital data which is stored in memory 158.
  • the speaker 150 is connected to a digital-to-analog converter 154.
  • the digital-to-analog converter 154 converts it to analog data which can be reproduced as voice from the speaker.
  • the speaker may also be used to signal the Customer via beeps, alarms, tones, words or other sounds.
  • the CPU/ROM memory 146 is connected to an I/O device or circuit which may have various designs. Some of the I/O options include direct connection to a Customer Data Reader/Programmer 176 by means of a connector 174, connection to a telephone line 170 by means of a modem 168, and wireless radio communications by means of a transmitter/receiver 164 and an antenna 166. In addition, there may be connections with communications features already included in the product 172. Regardless of the I/O means chosen, a compact design and components are preferable. For transmission, the digital data stored in memory 158 can be transmitted 166, 170, 176. For reception, digital data received 166, 170, 176 can be stored in memory 158. By means of an 800# phone call, there does not need to be any cost to the Customer for this call.
  • Development Interactions are recorded during the use of a Customer Directed Product (CDP) and stored in memory 158.
  • CDP Customer Directed Product
  • the CB-PD Module When the CB-PD Module is enabled for I/O (based on the method built into the Module 166, 170, 176) and the appropriate function key pressed 58 in Fig. 2, the Module transmits its Aggregate Customer Desires (ACD) data. If the Vendor would like to re-program the CB-PD Module, the new program (such as a new Customer Design Instrument) is received by the Module by the communications method built into the Module 166, 170, 176 and stored in memory 158.
  • ACD Aggregate Customer Desires
  • Fig. 7 shows a functional block diagram of the CB-PD Module installed in the Customer Directed Product in Figure 3, the facsimile machine 70.
  • the user interface UI
  • the I/O with the vendor is based on an internal modem and the telephone line 76
  • the CB-PD Module is not removable and a Customer Data Reader/Programmer (CDRP) 92 in Fig. 4 is not needed.
  • CDRP Customer Data Reader/Programmer
  • the CPU/ROM Memory 186 is a microprocessor plus ROM and RAM memory 198.
  • the memory 198 may be volatile, which requires constant electric power (i.e., conventional DRAM) or it may retain its data without requiring power (i.e., "flash” memory).
  • CDI Customer Design Instrument
  • ACD Aggregate Customer Desires
  • flash memory provides system BIOS; replaces ROMs, DRAMs and SRAMs; and is beginning to replace floppy and hard drives in various systems.
  • the keypad 188 may contain sufficient keys for all letters and numbers, or a reduced set. It also contains function keys that provide specific programmed operations (such as transmitting the collected data) .
  • the keypad 188 is coupled to ports on the microprocessor to provide digital input from the Customer, which may include any character or function that may be enabled by a key that is programmed in that manner (such as letters, numbers or an "enter" key; more complex operations connected with Development Interactions (DI) such as opening a scratch pad to attach a text comment or suggestion to a particular question; or functional operations such as transmitting and receiving data; etc.) .
  • DI Development Interactions
  • the display controller 184 delivers ASCII text to the display 182. Depending on the UI, menus, instructions, probes, messages and other communications may be made with the Customer by means of the display, voice or a combination of both.
  • Memory 198 provides digital storage for one or more Customer Design Instruments (CDI) , customer data from Development Interactions (DI) , etc. in small data files or in a database of Aggregate Customer Desires (ACD) .
  • the power source is directly from the facsimile machine 70 which remains powered at all times to preserve its user-programmed memory; this also supplies electric power to the electronic circuit of the CB-PD Module shown in Fig. 7. Either the facsimile machine's 70 clock/calendar circuit or an optional CB-PD Module clock/calendar circuit 180 may be included.
  • Development Interactions may be conducted by a variety of means that may include communications from the Customer Directed Product (CDP) to the Customer by means of the LED display 72, the printer 84 or voice 74; and communications from the Customer to the Customer Directed Product (CDP) by means of the keypad 82, function keys 80 or voice 78.
  • Development Interactions (DI) are conducted by means of voice.
  • the speaker 190 which is the handset 74 (or a speaker-phone if the facsimile machine has one) is connected to a digital-to-analog converter 194. When digital data is stored in memory 198, the digital-to-anal ⁇ g converter 194 converts it to analog data which can be reproduced as voice from the speaker.
  • the speaker may also be used to signal the Customer via beeps, alarms, tones, words or other sounds.
  • the microphone 192 is connected to an analog-to-digital converter 196.
  • the analog-to-digital converter 196 converts it to digital data which is stored in memory 198.
  • the CB-PD Module in this embodiment is capable of conducting a Development Interaction (DI) with the Customer. This may be initiated by the Customer or by the CB-PD Module.
  • DI Development Interaction
  • the speaker 190 could recite a question and a beep could sound at its end.
  • the Customer could recite a reply into the microphone 192 which would be stored in memory 198.
  • the Customer could be verbally told, using the speaker 190, the key to press after finishing the reply.
  • yes/no, multiple choice, scale questions and similar types of questions might be enabled by means of the display 182 which might display a message, such as the following for a yes/no question: First line: "Press 1 for Yes and 2 for No" Second line: "Press # to end and exit”.
  • the microprocessor/ROM memory 186 is connected to a modem 204 that is connected to a telephone line 206.
  • the digital data stored in memory 198 can be transmitted 204, 206.
  • digital data received 206, 204 can be stored in memory 198.
  • DI Development Interactions
  • CDP Customer Directed Product
  • CB-PD Module When the CB-PD Module is enabled for connection to the Vendor's computer by pressing the appropriate function key 80, the CB-PD Module transmits its Aggregate Customer Desires (ACD) data. If the Vendor would like to re-program the CB-PD Module, the new program (such as a new Customer Design Instrument) is received by the Module 206, 204 and stored in memory 198.
  • Instrument Design Repository fIDR The Instrument Design Repository (IDR) is an automated means to construct Customer Design Instruments (CDI) and program (or re-program) Customer-Based Product Design Modules (CB-PD Modules) .
  • the IDR includes one or more stored sets of Customer Probes (CP) , one or more Customer Design Instruments (CDI) , and utilities for downloading CDIs to CB-PD Modules.
  • CP Customer Probes
  • CDI Customer Design Instruments
  • FIGS. 8 through 9 inclusive are flow charts which set forth the operation of the Instrument Design Repository (IDR).
  • the IDR allows a Customer Design Instrument (CDI). author to create new CDIs.
  • the new CDIs will then be downloaded or programmed into the CB-PD Module.
  • the Instrument Design Repository is organized to have a number of main functions. These include choosing a local set of Customer Probes (CP) 218 or a local Customer Design Instrument (CDI) 218, choosing a remote set of Customer Probes (CP) 228 or a remote Customer Design Instrument (CDI) 224 (i.e., which are located on a remote computer system) , choosing the triggers 232 for initiating Development Interactions (DI) with Customers, choosing downloading utilities 238 to program CB-PD Modules, or exiting 244 the IDR.
  • CP Customer Probes
  • CDI Customer Design Instrument
  • CP Customer Probes
  • CDI Customer Design Instrument
  • Subroutines are included 254 for adding, modifying and deleting views from the available views.
  • each Customer Probe may be assigned one or more codes that specifies how it is to be displayed in the respective views.
  • these codes are read and the Customer Probes (CP) are grouped and displayed based on those codes.
  • the user chooses a view 254 the set of Customer Probes (CP) selected 220, 228 or the Customer Design Instrument (CDI) selected 220, 228 is displayed from the user's viewpoint 256.
  • the user may then choose a function 258 from the available functions 260.
  • These may include operations like:
  • each entry screen provides an appropriate format for that type of probe to be entered, a preferred reply to be entered (if it will be needed during later analysis of replies) , and codes for displaying the Probe from various viewpoints.
  • CP Customer Probes
  • CDI Customer Design Instrument
  • some of the operations 264 may include:
  • triggers 232 in Fig. 8 are chosen, a list of available triggers is displayed 234. These may include a variety of triggers some of which will be described below, but examples include: .Vendor Initiated Interactions (VII) (at product installation, at Nth use of the product, changes in the rate of use of the product, etc.) , .Customer Initiated Interactions (CII)
  • the appropriate Customer Design Instrument (CDI) is specified to run at that trigger; this provides for the specific appropriate Development Interaction (DI) to take place at each trigger.
  • DI Development Interaction
  • the Vendor may want Customers to help improve the installation method after the first time they use it, and this would involve a completely different Customer Design Instrument (CDI) than a Customer Initiated Interaction (CII) that provides Problem Reports (PR) by means of the Help button.
  • a Vendor may want sub-triggers within a single Development Interaction (DI) , such as a probe about intentions when the product's use begins, several probes when major product functions are operated, and a final probe about satisfaction when the product's use ends; these could be specified by means of sub-triggers that would be specified either when triggers are specified 234 or when probes are edited 264.
  • DI Development Interaction
  • These customized probes may be displayed at the correct points by using clear Instrument Design Repository (IDR) standards that separate them into pre-use, on-task, and post-use categories. This automatically specifies the first and third categories while having to attach only the on-task questions to varying trigger points.
  • IDR Instrument Design Repository
  • Subroutines are included 234 for adding, modifying and deleting triggers from the list of available triggers. After the user has selected the triggers to include in the specific CB-PD Module being programmed, this list is confirmed 236.
  • download utilities 238 are chosen, the list of available downloading options is displayed 240.
  • Some of the possible options include:
  • CB-PD Modules 243 provide the means to program CB-PD Modules 243 by means of a Customer Data Reader/Programmer (CDRP) 92 in Fig. 4, by means of a direct link with the Vendor's computer if the CB-PD Module is built into a Customer Directed Product (CDP) such as the facsimile machine 70 in Fig. 3, or by other means.
  • CDRP Customer Data Reader/Programmer
  • CDP Customer Directed Product
  • CB-PD Modules 243 Another of these options 240 provides the means to re-program CB-PD Modules 243 after they have connected with the Vendor's computer and uploaded their Aggregate Customer Desires (ACD) data. This provides the automated ability to update the Customer Design Instruments (CDI) and triggers in specific sets of CB-PD Modules, whether they are located locally or remotely, by means of a Customer Data Reader/Programmer (CDRP) 92 in Fig. 4, by means of a direct link with the Vendor's computer if the CB-PD Module is built into a Customer Directed Product (CDP) such as the facsimile machine 70 in Fig. 3, or by other means. .Set up passive probes 240 such as diary logs, passive evaluations of comprehension, etc. (see below) .
  • CDRP Customer Data Reader/Programmer
  • the Vendor may encrypt the CDI file(s) 242. This would prevent competitors or interested hackers from accessing, modifying, deleting, or otherwise tampering with these files in the CB-PD Modules.
  • This option 240 would provide the means to save this as a downloadable file, so that its downloading, by means of the other downloading options, may be performed or scheduled at another time.
  • Such an Instrument Design Repository may give Vendors the ability to construct Customer Design Instruments (CDI) reasonably quickly, easily and cost effectively based on numerous advantages. For instance, it would provide an online database of unbiased and objectively worded Customer Probes (CP) that could be added to or used to replace questions in pre-written Customer Design Instruments (CDI) . This enables a CDI to be modified rapidly to meet unique needs simply by adding or deleting specific Probes and noting the specific points in the Development Interaction (DI) which the new Probe would be made. In somewhat greater detail, these functions include:
  • .It may provide local and/or remote access to pre-constructed Customer Probes (CP) that have been developed and used professionally and are appropriate for immediate use. This provides fast-turnaround for accessing unbiased, non-judgmental probes that help construct valid Customer Design Instruments (CDI) . .It may provide local and/or remote access to pre-constructed Customer Design
  • CP Customer Probes
  • CDI Customer Design Instruments
  • an IDR system is a general purpose tool for developing and distributing libraries of Customer Probes (CP) and Customer Design Instruments (CDI) , as well as a focused tool for its individual users to employ in • developing their concentrated understanding of their Customers and relationships with them.
  • Remote access enables product design, usability, marketing and other professionals to write, sell or send professionally developed Customer Probes (CP) and Customer Design Instruments (CDI) to clients.
  • CP Customer Probes
  • CDI Customer Design Instruments
  • IDR Instrument Design Repository
  • An Instrument Design Repository helps support the standardizing of Customer Probes across a product line or by product features, which enables cross-cutting comparisons, it also supports customizing the Customer Design Instrument to produce unique learning from each product and from each type of trigger 234 when it is used.
  • Standardized probes permit comparisons between products and over time, to identify common strengths, weaknesses and Customer-based suggestions for improvements.
  • Customization enables unique learning based on each specific product or service, and on one product's evolving set of Customer Design Instruments (CDI) which are modified as that product is iteratively improved over time. It is technically possible to program this
  • IDR Instrument Design Repository
  • window 1 the window numbers are arbitrary
  • window 2 displayed the content of the one selected
  • window 3 provided communications to access Instrument Design Repositories (IDR) on other computer systems
  • window 4 provided the format(s) for writing new custom Probes.
  • the final Customer Designed Instrument could be constructed in a fifth window by clicking on a set of Customer Probes (CP) in window 1 to open it in window 2, then either dragging or copying and pasting the Probes desired from windows 2, 3 and 4 into the final, fifth window. There, they could be cut-and-pasted into the appropriate place and sequence.
  • FIG. 10 illustrates a flow chart of data processing for conducting Development Interactions (DI) by a a Customer Directed Product (CDP) by means of its CB-PD Module.
  • DI Development Interactions
  • CDP Customer Directed Product
  • Vendor Initiated Interactions are product Development Interactions (DI) that are triggered at specific events determined by the Vendor. Examples include: .Installation (triggers may include at the beginning, during or just after product installation; to test components of the steps involved in installation, such as the user interface and any problems encountered) ,
  • Triggers are based on frequency of use, such as during each Nth use of the product; this may be a self-adjusting algorithm that is linked to the clock/calendar circuit, so that it lengthens the time between Vendor Initiated Interactions (VII) if the product is used frequently, and shortens the time between Vendor Initiated
  • VI Interactions if the product is only used infrequently, or another approach that may be included and selected by the Vendor) , or .Sudden change in use rate (trigger is based on evaluating the pattern of use by time stamping each use and measuring the actual pattern against a pre-set pattern, or against the pattern during preceding periods; when the actual usage rate speeds up or slows down by more than a set amount or percentage, the CB-PD Module conducts a CDI to inquire about the Customer's reasons for using the product more or less frequently) .
  • Customer Initiated Interactions are product Development Interactions (DI) that are triggered by the Customer. Examples include: .Interactive evaluations (a button, function key or other means enables a Customer to initiate a Customer Development Interaction (CDI) whenever desired) ,
  • ESP Electronic Suggestion Pad
  • Help button this trigger enables the Customer to report problems on-line to a vendor; a variety of uses for a Help button are possible, such as (1) Problem Reports (PR) inform product designers about Customer problems, (2) Help Requests (HR) provide immediate notices to the Vendor's customer service staff about Customer problems, and (3) receiving interactive Help on-line, with a passive report generated that itemizes what Help was needed, so the Vendor gains a clear understanding of the Customer's problems) .
  • PR Problem Reports
  • HR Help Requests
  • Diary logs (this is a database that is connected to the clock/calendar circuit and may record information such as when the product is used, how long it is used for, the frequency of actual use while it is turned on, which functions of the product are actually used, etc.) .
  • Passive evaluation of comprehension (this is a database that may record information such as the sequence of keys which produce errors in using the product [by pressing an unworkable sequence of keys or how often a key that aborts or clears a command sequence is pressed] , the number of steps actually taken to perform various operations [and whether the Customer used the most efficient method to accomplish that result], etc.)
  • Customer-based product design In its broad outline, this invention provides for interactively designing products in ongoing electronic partnerships between Vendors, Distributors and Customers. This includes new abilities to work more closely together by conducting research and improving product design in areas such as: .Customer demographics and profiles .On-task interactive product design by Customers .Active and passive comprehension evaluation of Customer performance
  • Design contributions from experts If a Vendor would like to set up baseline expectations against which Customer responses can be evaluated, a variety of approaches may be used to automate that process. One of these is to have experts use the Customer Directed Products (CDP) and conduct their own Development Interactions (DI) . The data from the experts would be collected and processed as a separate set of Defined Customer Desires (DCD) . Once the experts' baseline is established, those views can be compared automatically by computer to the Customers' suggestions. This can create a set of comparative data that rapidly reveals what the Customers achieved compared to what experts are able to achieve in using the same product: For example, this might help surface the level of product simplicity, Customer support, and other assistance Customers might need to receive the full benefits from the product. Or, if the Vendor had comprehension expectations of what Customers would understand about the product, those could be compared automatically to what the experts understood about the product.
  • CDP Customer Directed Products
  • DI Development Interactions
  • DCD Defined Customer Desires
  • DI Development Interactions
  • CDP Customer Directed Products
  • Fig. 10 is a flow chart of Development Interactions (DI) .
  • CDP Customer Directed Product
  • the Module determines whether or not a particular event matches a trigger 282.
  • triggers may be for Vendor Initiated Interactions (VII) , Customer Initiated Interactions (CII) , Passive Interactions, or any other type of Development Interaction (DI) .
  • Triggers When a trigger is identified, the CB-PD Module reads the appropriate Customer Design Instrument 284 (decrypting it if needed) and displays the opening menu for it 284 if that is appropriate.
  • the Customer is signaled 284 (if warranted by a particular product) by a ring, tone or other means.
  • the menu 284 should be based on a consistently designed opening screen so it is readily identifiable over multiple Development Interactions (DI) .
  • This menu may include an option to switch the Development Interactions (DI) to another language 286, and once that selection is made the new language chosen is set as a permanent flag 290.
  • This language flag enables properly translated and culturally appropriate Customer Design Instruments (CDI) 260 in Fig. 9 to be run 284. That language flag remains set until a different language is chosen 286 in a future Development Interaction (DI) .
  • Development Interactions should be non-intrusive; no Customer should be required to participate in this or answer any specific question that they don't want to answer. It is recommended that the user interface should be designed so that in each Development Interaction (DI) a Customer may first decide whether or not to participate 288. If a Customer chooses to not participate, record a "declined to participate" response 287.
  • Doing the Development Interaction For each Customer Probe 294 receive the customer's answer 296 by reading the appropriate Customer input device(s) 296 for that Customer Directed Product (CDP) . Test for errors 300 (such as whether the input key pressed is within the range of acceptable answer keys) . If an error is present display an error message 302 (which message may be specific to that type of error, rather than a general error message) then redisplay the previous Probe 294. If an error is not present, the Customer's answer may optionally be encrypted 304. Then write the answer to a data file 304 and determine if there are any more Customer Probes (CP) in the Customer Design Instrument (CDI) 306. If there are more Probes, display the next probe 294.
  • CDP Customer Directed Product
  • Terminating in the middle In all Development Interactions (DI) , the Customer can terminate a session at any point in time 299 (such as a "Quit” or "Clear” button which may be physical or on a display screen; a voice command; a prompt displayed below the probe; etc.). If the Customer exits a Development Interaction (DI) 303, return to 280 and end the trigger condition 282 that caused the Development Interaction (DI) to commence (preventing running this DI as an endless loop) .
  • DI Development Interaction
  • Types of probes A wide variety of Customer Probes (CP) are appropriate 294. Some of them include: In a quantitative probe (such as a l-to-5 scale question or a multiple choice question) it is easy to give quantitative answers 296 and check that for errors 300; the Customer can simply press a number on a numeric keypad 296 and the CB-PD Module can determine if the answer is within a specified range. If there are only a few buttons on a product, a designated button may be pressed once for "1", twice for "2,” etc., with a display providing feedback on the number provided.
  • CP Customer Probes
  • CDP Customer Directed Product
  • Some of them include: •Readily available input devices: In products such as the facsimile machine 70 in Fig. 3, voice input 78 may be used. In products that have a alphabet keyboard, such as various types of information industry products, the product's keyboard may be used. In products where the CB-PD Module 62 in Fig. 2 has a full alphabet keyboard 60, that keyboard may be used.
  • Checklist probes may be used to generate Customer data that may be converted into a checklist of the kinds of responses appropriate for Customers in particular situations, in response to particular probes. The Customers then only need to check off the response(s) that apply to them. Properly conducted, this process is effective for producing both sufficient and valid information.
  • checklist probes may be written once a manual qualitative study has been completed and enough qualitative (or text) replies have been received to develop an appropriate checklist. While there are several ways to construct such a checklist probe, one method is to take the qualitative data and divide them into the main categories. Separate them into two lists, one for positive replies, the other for negative. Then rank the lists in descending order from the largest number of Customer replies to the smallest. Finally, compare the two lists side-by-side and make sure that each positive point is matched by a negative one (and vice-versa) . This provides the initial checklist with which Customers may reply to that probe by means • of a limited input interface.
  • Vendors may want to collect some data about the characteristics of their Customers. This falls into broad classes, such as demographic data, competitor intelligence, etc. This data may be collected 294, 296, 304 independent of the use of a Customer Directed Product (CDP) , and one of the appropriate times to collect this may be after the product has been turned on but before its use has begun 282. Furthermore, this data may be collected quickly, primarily by means of multiple choice probes 294. This pre-use interaction would acquaint Customers with the presence of the CB-PD Module, its menus and screen design formats 284, and the process of conducting a Development Interaction (DI) with the product 284, 288, 294, 296, 299, 308.
  • DI Development Interaction
  • pre-use probes have many applications, the gathering of demographic data can be used to determine Customer characteristics such as age, gender, educational level, nationality, primary language, etc. As another example, pre-use probes may also be employed to learn the Customer's use of competing products, their purchase plans for certain classes of products, the quantity they intend to purchase, estimated budgets, etc.
  • CDP Customer Directed Product
  • DI Development Interaction
  • On-task probes There is an intrinsic bias to an on-task Development Interaction (DI) because it is conducted while a Customer uses a product. This DI leans toward the utility of the features that are being used at that moment. For example, Customers will report more of their specific problems while they are using a product than they would to product researchers even when they finished using it, , and far more than they would a week or a month later.
  • DI on-task Development Interaction
  • On-task probes may uncover valuable product design information from any type of use of a product, helping determine what difficulties are present and their severity when they occur. Thus, on-task probes should be used to learn very specific information that is highly valuable to product designers for making improvements; this design partnership helps the Vendor's designers and managers know whether or not the Customers truly understand their products. The primary value is a clearer and closer relationship with Customers at the time they are using a Customer Directed Product (CDP) .
  • CDP Customer Directed Product
  • the CB-PD Module opens the appropriate Customer Design Instrument (CDI) 284.
  • CDI Customer Design Instrument
  • VI Vendor Initiated Interactions
  • CII Customer Initiated Interactions
  • DI Development Interaction
  • On-task probes may be triggered 282 by major product features used by all customers, or by minor features that only a minority of Customers will use. When it is desirable to gather data in an area only some Customers will use, such as learning the value of those features to those who do use them, then the use of those features should be the triggers 282 for those on-task probes 294.
  • the frequency of on-task probes may vary depending on the needs of the product's Vendor and the dynamics of the market for that product. For example, some markets are characterized by "product churning" with frequent introductions of new products. In these cases, both the Vendors and the Customers may want to participate in a more frequent and faster product improvement process, based on a higher frequency of Development Interactions (DI) . In other cases, a slower pace may be more appropriate.
  • DI Development Interactions
  • the triggers 282 for Vendor Initiated Interactions may be adjusted within the CB-PD Module by an algorithm that reviews that Customer's willingness to participate 288 in previous Development Interactions, and reduces by some percentage (such as one-fourth or by half) the triggers 282 for conducting Development Interactions (DI) .
  • Active and passive evaluation of comprehension and performance Since many products must be learned before they can be used well, how long does it take for Customers to learn how to use them? In what sequence are the products actually learned? Do the Customers master the product and become proficient in using it, or merely muddle along? If they only muddle along, when does their learning plateau and what do they fail to learn?
  • the CB-PD Module computer can be triggered 282 during a particular use of the product, to record passively 291 the number of Customer responses that fall within acceptable ranges 292, the number outside of those ranges 292, and what specific actions were done outside the range of properly using the product 292. Since the CB-PD Module can calculate the ratio between those two numbers, if that comprehension (or performance) ratio falls below an expected level for that product, then that could trigger 293 a message to transmit the CB-PD Module's data to the Vendor 312. This transmission could trigger a customer . support service by the Vendor's employees, to assist the Customer in improving the use of the product.
  • triggers 282 such as the Nth use of the product or employing a particular product feature that would demonstrate Customer understanding or the lack of it
  • An electronic suggestion pad helps a Vendor learn the unanticipated problems and suggestions Customers may have while using a Customer Directed Product (CDP) . While this is not expected to provide as large a quantity of Customer input as probes, its quality may be high. It is a side channel for Customers who have something they want to report or contribute, but haven't been questioned specifically on that point.
  • the electronic suggestion pad is purposefully unstructured and free-form so Customers can describe, in the ways that make the most sense to them, their descriptions of problems and their suggestions for the product.
  • the trigger 282 be customer initiated.
  • a menu is displayed 284 with the electronic suggestion pad as one choice in it 284.
  • a passive probe 291 reads the available product data 292 and writes the available information 292 about the Customer's current uses of the product and its configuration.
  • the display then opens a free-form entry area 294, reads the Customer input 296 (such as problems, comments, suggestions, etc.) and writes the input as a record 304 to the electronic suggestion pad's data file.
  • a thank you message is displayed 303.
  • Diary logs A diary log provides passive tracking of the use of the product by its Customers. Among other types of valuable information, it could:
  • CDP Customer Directed Product
  • CDP Customer Directed Product
  • a diary log would inform the Vendor of the proportion that actually used, and did not use, each product feature that can be tracked by a CB-PD Module, where such tracking is turned on.
  • a Help feature in the CB-PD Module enables the Customer to report problems with the product to its vendor.
  • Problem Reports (PR) provide the means for a Vendor to improve the design and performance of their product(s) , and the customer satisfaction from using them, by means of:
  • Help Requests may be more immediate and responsive. If the Customer Directed Product (CDP) has a means of communications (such as the facsimile machine 70 in Fig. 3, the CB-PD Module in 120 Fig. 5, the Customer Data Reader/Programmer (CDRP) 92 in Fig. 4, or some other means) the last function. Help Requests (HR) , may be used to replace some types of initial Customer calls into a Vendor's customer service departments. In brief, the Customer issues a Help command 282 (such as by pressing a Help button or a command) . A menu is displayed 284 with the Help feature as one choice 284.
  • CDP Customer Directed Product
  • CDRP Customer Data Reader/Programmer
  • a passive probe 291 reads the available product data 292 and writes the available information 292 about the Customer's current uses of the product and its configuration.
  • a Help Customer Design Instrument then provides the first Customer Probe (CP) 294, reads the Customer input 296 and writes the input as a record 304. After the Customer completes the Help Request (HR) 3O6 a thank you message is displayed 308.
  • HR Help Request
  • a "transmit" function 312 perhaps one with an "emergency transmission” code or phone number, this data is immediately sent 336 to the Vendor's computer. There, the emergency transmission code enables the message to be routed 336 to the Vendor's customer support staff via its internal E-mail system.
  • CDP Customer Directed Product
  • Interactive communications like those described in the Help feature may be extended to providing other services and to conducting transactions:
  • Customers may request a variety of services such as scheduling a product maintenance appointment, requesting that another copy of the product's manual be sent, or asking to have a salesperson contact them about a possible future order.
  • Transactions For example, Customers may conduct transactions such as placing orders for additional products, signing up for an annual service contract on the product, o ⁇ T ⁇ ordering other products in the
  • CDP Customer Directed Product
  • CDP Customer Directed Product
  • CDRP Customer Data Reader/Programmer
  • the appropriate Customer Design Instrument (CDI) is read 284 (of which a wide variety may be stored in Memory 158, with access to them by means of further selection such as by a sub-menu) .
  • the CB-PD Module displays the first Customer Probe (CP) from that interaction 294, reads the Customer input 296 and writes the input as a record 304. After the Customer completes the interaction 306 a thank you message is displayed 308.
  • CP Customer Probe
  • a thank you message is displayed 308.
  • a "transmit" function 312 perhaps one with a "special transmission” code or phone number, this data is immediately sent 336 to the Vendor's computer. There, the special transmission code enables the message to be routed 336 to the Vendor's customer support staff via its internal E-mail system.
  • Vendor extends their ability to provide services and sales to their Customers right into its products, and provides the means for its Customers to obtain services and to conduct transactions as one of their product's internal features.
  • Intelligence probes provide a flexible tool that may add significant value to the CB-PD Module. These may be used either as a component of a Customer Directed Product (CDP) or separate from it. Intelligence probes can help assess the ongoing value of the product to the Customer, the Customer's opinions of competing products, and that Customer's specific needs for products in this category in the future. This type of Customer relationship may help determine the success of the Vendor in the marketplace, especially with Customers who have already bought its products, and with Customers who are using "demonstration units" to test the Vendor's products.
  • CDP Customer Directed Product
  • intelligence probes are employed in conjunction with the use of the product, these would be triggered 282 as pre-use or post-use Development Interactions (DI) 284; they would generally not be on-task probes.
  • intelligence probes 294 given at the start of the use of a product 282 might help determine what the Customers like about this product 294, what they like most about competing products 294, and what might be improved in this product (in the Vendor's prices, support policies, etc.) to keep their company from purchasing competing products 294.
  • Multi-direction communications Once a CB-PD Module is built into a product and has one or more means to communicate with both the Customer and a Vendor, it may also form a communications link between the Customer and others. These links may be Customer initiated or they may be initiated by the third parties. With those communications links, many additional functions may be added, such as any of the above functions provided for other third parties in addition to the product's vendor, the CB-PD Module serving as a communications medium for third parties (for contacts such as providing third-party product support services, conducting market research, delivering marketing pitches, consummating sales transactions, etc.), etc.
  • CDP Customer Directed Product
  • CDP Customer Directed Product
  • the Customer will initiate the interaction 282 or it will be initiated by a third-party; the latter will occur more in Customer Directed Products (CDP) whose design includes two-way communications such as the facsimile machine 70 in Fig. 3.
  • CDP Customer Directed Products
  • the appropriate communications-oriented Customer Design Instrument (CDI) is read 284 (of which a wide variety from independent third parties may be stored in Memory 158, with access to this variety by means of further selection such as by sub-menus) .
  • the CB-PD Module displays the first Customer Probe (CP) for a communications interaction 294, reads the Customer input 296 and writes the input as a record 304. After the Customer completes the interaction 306 a thank you message is displayed 308. By pressing a "transmit" function 312, perhaps one with a "special transmission” code or phone number, this data is immediately sent 336 to the third party's computer.
  • the special transmission code enables the message to be routed 336 to the appropriate employee via its internal E-mail system.
  • the employee could also be notified of this communications by the third party's computer. There, that employee may use the information from this Customer's communication to respond appropriately.
  • the third-party's computer may download 384, 386 additional Customer Design Interactions (CDI) to the CB-PD Module.
  • CDI Customer Design Interactions
  • VI Vendor Initiated Interactions
  • CIP Customer Initiated Interactions
  • a Customer Design System Fig. 1 may be a new way of viewing the relationships and market mechanisms that connect Vendors who sell products and Customers who buy and use them.
  • This invention is potentially a complete system that includes explicit apparatuses and methods to bring Vendors, Distributors and Customers into a new type of design and performance partnership.
  • This Customer Design System (CDS) invention may be viewed as a new medium through which Customers can develop and describe their conception of how each Customer Directed Product (CDP) could better satisfy their needs. They make their contributions when their conclusions from using (or testing) a product are transmitted back to the Vendors, and incorporated into the product to improve it and make it more applicable to the Customers' purposes.
  • ACD Aggregate Customer Desires
  • the CB-PD Module may contain all necessary phone numbers and procedures for a fully automated process 332 of sending the data to the Vendor's computer. Or, if the Customer needs to take certain steps, those are displayed 330 so the Customer may follow them (such as removing the CB-PD Module from the product and plugging it into a phone line 126 in Fig. 5)
  • ACD Aggregate Customer Desires
  • Vendor when requested 334, then these data files are simply retained 320 in the CB-PD Module's memory 158 in Fig. 6 until they are transmitted.
  • the stored Aggregate Customer Desires (ACD) data may be encrypted. This protects it from theft, tampering, or other types of interference or damage.
  • a standardized CB-PD Module were added to a variety of electronic products, it could become routine for a third-party service and repair business to remove them from those products 322, 324, insert them into a Customer Data Reader/Programmer (CDRP) and press a function key to transmit the data to the appropriate Vendor 326 (and the Vendor's computer would update the CB-PD Module while it was on-line) .
  • CDRP Customer Data Reader/Programmer
  • multiple third-parties may be able to establish communications links with the CB-PD Module.
  • ACD Aggregate Customer Desires
  • Help Function What type(s) of help they want, how the Vendor might provide it
  • (f) Transaction Function Requests to purchase more of that product, request to purchase other products from that Vendor, schedule the location of delivery, schedule the date and time of delivery, request the purchase of one or more services from the Vendor (such as purchasing maintenance contracts, support services and ancillary services) , etc.
  • DI Development Interactions
  • CB-PDR Customer-Based Product Design Reporting
  • DCD Defined Customer Desires
  • FIGS. 12 and 13 inclusive The system includes one or more computers at the Vendor 118 in Fig. 4 having an input via telephone 116 or other means for receiving Aggregate Customer Desires (ACD) data 378. A procedure is used to determine that this communications is valid and satisfies the operative criteria regarding CB-PD Module identification, product identification, Customer Design Instrument (CDI) identification, etc.
  • CDI Customer Design Instrument
  • the transmission of incoming ACD data 360, 378 are first validated by examining the CB-PD Module's ID 362, 364, 366, 368 to assure that this is an authentic CB-PD Module. If not, a message is sent to the transmitting means 368 (such as a Customer Data Reader/Programmer or a CB-PD Module) and an error record is written 368 in a file in the Vendor's computer. The specific Customer Data Instrument (CDI) is then validated by examining its ID 370, 372, 374, 376 to assure that this is an authentic CDI. If not, a message is sent to the transmitting means 368 and an error record is written 368 in a file in the Vendor's computer.
  • CDI Customer Data Instrument
  • the Aggregate Customer Data File is transmitted 378 and appended or merged into the Vendor's Aggregate Customer Data (ACD) database 380. If there is another data file in the CB-PD Module 382, its Customer Design Instrument (CDI) ID is validated as described above 370 - 376 inclusive. If the CDI is valid the data file is transmitted 378. If there are not any more data files to transmit, the CB-PD Module is updated 384, 386. The updating 386 may include downloading actions described above 238, 240, 242, 243 in Fig. 8 and deleting from the CB-PD Module's memory the data files transmitted to the Vendor's computer 386.
  • CDI Customer Design Instrument
  • the Aggregate Customer Desires (ACD) data is stored as part of one or more ACD databases in a format that allows the particular data from each particular Customer Design Instrument (CDI) to be addressed and extracted to produce its own Customer-Based Product Design Report (CB-PDR) ; and by a format that allows the data from user-selected groups of Customer Design Instruments (CDI) to be collected and merged to produce integrated Customer-Based Product Design Reports (CB-PDR) that report the data from the same Customer Probes (CP) used in different Customer Design Instruments (CDI) .
  • This permits the analysis and reporting of Customer data by product, by common product features across a product line, etc.
  • a variety of methods of maintaining a database(s) and reporting from it (them) are well known.
  • Fig. 13 Three options are illustrated in Fig. 13, with the first two being Employee Initiated Reports (EIR) and the last being System Initiated Reports (SIR) .
  • the first is to choose a pre-written report 402. If an employee chooses to run a pre-written report-402 a menu of available reports is displayed 404. When the employee selects a report 404 there is an opportunity to accept its defaults or to change its parameters 404.
  • One range of selection parameters may focus on the type of data to be included in the report, such as the specific Customer Directed Product (CDP) , Customer Design Instrument (CDI) , product feature(s) , groups of any of these, etc.
  • CDP Customer Directed Product
  • CDI Customer Design Instrument
  • Another range of selection parameters may limit or focus the data selected in the first range, such as the time period covered in the report, the countries or region of the world covered, the source languages in which the data was reported, etc.
  • the database's report generator is run 410. If there are a number of report generators on the system, however, the employee may be presented with a menu of available choices 410. Once a report generator has been selected, the employee develops and tests the report 410. After the report is developed and tested 410 the report is saved 412 to the menu of available reports 404 or to the automated triggers 414 that run pre-written reports automatically.
  • automated triggers may be set up to run and deliver System Initiated Reports (SIR) automatically 414.
  • SIR System Initiated Reports
  • a trigger such as a date, time, number of records in the Aggregate Customer Desires (ACD) database, etc.
  • the report appropriate for that trigger is read 416 (such as for a particular Customer Directed Product (CDP) or other report parameters as described above) and the report is run 416.
  • CDP Customer Directed Product
  • the report is run 418 it is automatically sent on-line to a pre-set delivery list 418 (such as via E-mail or other delivery means) , or it is printed automatically for physical delivery to a delivery list 418.
  • These delivery lists may be internal to a single location such as a corporate headquarters, it may be multi-location such as to appropriate managers throughout a multi-national corporation, it may include third-parties such as OEM or components suppliers who participate in designing future product improvements, etc.
  • CB-PDR Customer-Based Product Design Reports
  • DCD Defined Customer Desires
  • a reporting format has been designed for rapid reading and comprehension.
  • this format includes the number and name of the probe 430 and the precise wording of that probe 432.
  • a quantitative section provides the Customer responses in the most comprehensible numeric formats, including the choices the Customers could select for their answer 434 (including "no answer" as a reply) , the percentage of the Customers who replied with each choice 436 and the exact number of Customers who replied with each choice 438.
  • a graphic section provides a graph of the Customer replies 440 that includes a percentage or numerical scale appropriate for the replies 442, a clear and simple graphic display of the Customer replies 444 and clear labels 446 that match the choices reported in the numeric section 434.
  • a text section provides the Customer's text replies 448, including the precise wording of the probe which produced those replies 450.
  • the Customer replies 452 should be sorted and segregated to fit the choices in the numeric section 434 and the graph labels in the graph section 446 so that the reader can understand the problems and concerns of each group of Customer responses 452. This ranking should include the text comments from Customers who did not respond to any other portion(s) of the probe 454.
  • CB-PDR Customer-Based Product Design Report
  • the qualitative findings 448 are sorted and presented to match each graph and numerical table so detailed Customer-based insights are presented to explain every conclusion.
  • These Customer-based reports can alter the views of product designers, product managers, marketing executives, senior managers and others. In a few minutes on a regular basis (such as each month; faster or slower cycle times are possible, depending on the need for this information) they can gain a vital new perspective: the view through the eyes of their Customers, while they were using their products.
  • This format provides each reader with the means to read this report quickly in their own cognitive style.
  • Pictorial readers (such as many designers) can scan graphs 440, quantitative readers (such as many financial managers) may use percentages 436 and/or raw numbers 438, while rational readers (such as some general managers) may skim Customer comments 448 in the problem areas.
  • the specific Customer comments 452 help improve the products, and may offer suggestions for what Customers need, such as "Too many numbers to manipulate.”
  • Each reader also has the other forms of data 436, 438, 440, 452 immediately available to help answer questions.
  • CB-PDR Customer-Based Product Design Report
  • percentages 436 When percentages 436 are calculated, they should be based on the total number of Customers that responded to the Customer Design Instrument (CDI) , including those that did not answer that particular probe. For example, in Fig. 14 a total of 3,513 Customers responded, but that number included 191 that did not answer probe #12 430. If all percentages reported 436 are based on that total number (3,513 in Fig. 14) and the number and percentage of participants who did not answer each question is also reported, the reader gains a clear and unambiguous idea of the number and percentage of respondents who answered each question in each way. .When a checklist probe is reported, the percentage 436 and number 438 of replies should be placed next to each item in the checklist, and the checklist should be sorted and printed in descending order.
  • CDI Customer Design Instrument
  • an automated analysis of the CB-PD Module's diary log may utilize forms like:
  • Method 1 a table: Employ a matrix table in which each row is a product feature and each column is a particular type of use of that feature; then each row and column intersection iDecomes a counter. Each time a Customer uses a particular product feature in a particular way, increment that counter by one. For display or reporting, sort this table with the most used product feature in the top row (this sort may be by the number of times each product feature was used or by the percentage of Customers who used that product feature, whichever is most meaningful for each particular product) .
  • Method 2 a graph: A variety of options are possible. One approach is a bar graph with the bars extending to the right. The data should be sorted so the most used feature is the top bar (sorted by some clear measure such as the number of times that product feature was used> or by the percentage of Customers who used that feature, whichever is most meaningful for that product) and the product's features are displayed in descending order.
  • the left axis could list the name of each product feature (or each major area or type of service, if this graph illustrates a service) .
  • the top horizontal axis could be the number or percentage of Customers, while the bottom horizontal axis could be the number or percentage of times the product feature was used, the number of minutes it was used or the average number of minutes per use, etc.
  • the graph's bars extend to the right, with two bars per product feature (the top bar contains the data for the top horizontal axis, such as the percentage of Customers who use this product feature, while the bottom bar contains the data for the bottom horizontal axis, such as the average number of minutes per use) .
  • Such a Customer-Based Product Design Report (CB-PDR) system may automate the reporting of Defined Customer Desires (DCD) that reflect the valuable, real-world views of a Vendor's Customers.
  • DCD Customer Desires
  • This reporting system is one of the components of this invention which assist in consolidating, presenting and clarifying the Customers' needs and requests for improvements in products and services for managers, product designers and other relevant employees, distributors, consultants, suppliers, etc.
  • CB-PDR Customer-Based Product Design Reports
  • DCD Customer Desires
  • CB-PDR Customer-Based Product Design Reports
  • CB-PDR Customer-Based Product Design Reports
  • CB-PD Module Customer-Based Product Design Module
  • Vendor management decisions such as using Customer views of different product categories to help allocate corporate resources so that the business can jump faster and farther toward its revenue and profit objectives.
  • CB-PDR Customer-Based Product Design Reports
  • This invention proposes a CB-PD Module, with a Customer Design System (CDS) as an added, built-in feature of appropriate products and services for direct customer-based connections that may assist a variety of Vendor employees with high-quality, current information: analyzed and Defined Customer Desires (DCD) as an on-line part of their decision making environment.
  • CDS Customer Design System
  • this invention may help compress the cycle of setting objectives, producing accurate designs, improving performance, and reaching targeted objectives — whether the goals are to produce more sales, to gain new market share, to improve internal operating performance — or to deliver the highest quality, most desired products and services available anywhere.
  • This invention's result might become more than just a new product feature. Over time, this may produce a new type of economic planning and decision making environment that includes automated systems for continuous learning and improvement, based on an interactive partnership between Customers, product designers, service designers, and Vendors. For example, if product designers and managers prepare for decision making meetings using this invention's Customer-Based Product Design Reports (CB-PDR) , they would enter these meetings with a quantitative and qualitative understanding of how well that product is actually working in the marketplace during the current period, and the parts of the product's design and performance that need to be improved. Such well-informed meetings, instead of being rare, could become more frequent and perhaps even a normal expectation in some businesses.
  • CB-PDR Customer-Based Product Design Reports
  • CB-PDR Automated Customer-Based Product Design Reports
  • This CB-PD Module may produce products and services that can be closely and continuously linked to the needs and values of their Customers.
  • the resulting Customer Directed Products (CPD) become the joint creations of Customers and Vendors. New preferences, product features, and Customer capabilities could be developed by this partnership.
  • each product exists within the context or frame of reference in which it is used, so that its Customers ultimately make sense of its features and capabilities and either value or do not want the benefits claimed by the product's Vendor. Inevitably, therefore, every product design is biased. For that bias to work for the Customer, there must be design selectivity and judgment that includes the Customer's viewpoint.
  • the approach embodied here is that one effective way to include the Customer's judgment is to enable his or her participation in making these choices by means of a physical networking module that may be embedded into appropriate products and services.
  • a physical networking module that may be embedded into appropriate products and services.
  • Today an increasing number of products and media are being merged and delivered by two-way networks. The coming installation of optical fiber networks to businesses and to the home will produce an enormous expansion in the products and services that may be marketed and delivered over networks.
  • this invention is more than just a reflection of the financial needs of Vendors to increase revenues and profits. It can also be seen as a reflection of what may become some of the beliefs, assumptions, and values of such a networked society.
  • the fundamental change is for Customers to assist in providing a conscious gatekeeping function; they help choose the nature of the products and services they prefer and the features they want included or excluded.
  • the transition is to interactive products that are actively shaped by the needs, demands and constraints of the people and organizations that use them.
  • the eventual result could be that products and services are manufactured based on active preferences, beliefs and values that emerge (at least in part) from the people who buy and use them, as a normal feature of product use. This reflects the inventor's belief that Customers do not have to be as passive as they are today. Customers may do more than select the products they buy; they could help design them to fit their interests, goals, and beliefs.
  • vendors would find it harder to throw at the market products that are based on features and capabilities that do not interest Customers or that they do not want.
  • Customers would interact with an increasing range of products and services throughout their life cycles (perhaps even from the earliest idea stages) , to help evolve them toward the features they want and will use. And if a product has been bought that is too difficult, too confusing, or offers something that Customers do not want.
  • Customers could become very accustomed to hitting the interactive "Help button" and switching on a way to tell the Vendor immediately that there is a problem, perhaps how to fix it, or to request a specific service — like immediate assistance or even a refund.
  • Vendors will be able to understand what is really going on with their products and why: Customers may or may not think the same features are valuable that the Vendor believes; they may not use the product for the purposes the Vendor intended or they may apply it in entirely new ways that are unsuspected and unknown to the Vendor. Thus, the most likely outcome is to continuously educate Vendors to the current and changing real needs and interests of their Customers. Since this invention provides private information only to those Vendors who include this module in their products, this is strategic information that may be translated directly into improved products, revenues and profits.
  • Stage 3 Mastery — Is this invention part of a larger quest for market efficiency, societal economies and human perfection?
  • Stage l Comprehension What is each product (that has a CB-PD Module) to its Customers? How does it fit into their life? What are the product's unintended uses, impacts and effects? What is the real picture of what products and services are, how they emerge and are improved in the modern, networked societies of the next century?
  • Stage 2 Mirroring
  • this invention may cause a material transformation in Vendor-Customer relationships by producing a two-way network in which both parties can experiment with varying degrees of Customer control.
  • This invention Since this invention is far from the only way in which society is networked, it might also help provide Customers with a new interactive role within which to reach out to extend their influence and guidance through commercial channels. For example, it would afford market segments new opportunities to play with product concepts and test ideas for new products, new relationships with Vendors, etc. By using a spectrum of networking opportunities simultaneously, Customers might figure out some of the "rules" for a networked society faster than Vendors.
  • Customers might use other networks to organize their responses to specific products, and rapidly "feed" Vendors with preferences (i.e., an environmental group could use other types of networks to organize large numbers of people to give certain Vendors certain environmental messages about the chemicals used to manufacture their products; or an immigrant group could send messages urging greater employment of their group members by the Vendors of products sold to that group) .
  • an environmental group could use other types of networks to organize large numbers of people to give certain Vendors certain environmental messages about the chemicals used to manufacture their products; or an immigrant group could send messages urging greater employment of their group members by the Vendors of products sold to that group
  • Customers might establish dynamic partnerships with Vendors that eventually extend beyond the design of products and their associated services. What is suggested is that the design space within which a Customer Design System (CDS) may operate may turn out to be considerably larger and more flexible than the preferred embodiments described above. Can a society even consider approaching perfection?
  • CDS Customer Design System
  • CDS Customer Design System
  • this invention may become increasingly personalized so that an increasing number of INDIVIDUAL customers may have the chance to become active participants in making THEIR products into ones that they want.
  • they would be making this a world that they design and enjoy PERSONALLY.
  • This process would not (and could not) come in one step. Rather, it would be based on the kind of Customer creativity that comes from the successive approximation of Adam Smith's invisible hand of the marketplace, not from a "master plan.”
  • the process of a networked world is a CONVERSATION, not a declaration. But it is the type of conversation in which many would have a voice; the system facilitates interactions so that many more people might make our world into their own world.
  • CDP Customer Design Instrument
  • the probes 294 might investigate whether or not the user felt a conference call was easy to make, what problems were encountered and what could be done to improve this feature.
  • the user could reply by pressing numbers on the keypad 296 or by speaking replies 296 that are written as records 304.
  • the CB-PD Module could dial the Vendor 328 in Fig. 11 and sent the Aggregate Customer Desires (ACD) data from its various Development Interactions (DI) .
  • ACD Aggregate Customer Desires
  • CDS Customer Design System
  • the facsimile machine 70 can demonstrate how a centrally located CB-PD Module might interact with many individual products and customers that are in many distant locations.
  • the CB-PD Module was located inside the product; it controlled the entire Development Interaction (DI) with the Customer locally and then connected to the Vendor's computer to transmit the resulting data.
  • a custom microprocessor 186 in Fig. 7 may perform only the hard-wired functions of triggering the Development
  • CDS Customer Design System
  • a cable TV service might sell to Vendors a "Customer-Based Product Design Channel” (CB-PDC) that would serve as one component of this invention's Customer Design System (CDS) for those Vendors.
  • CB-PDC Customer-Based Product Design Channel
  • this channel could be used by a VCR manufacturer to evaluate how its Customers feel about the controls and interface on VCRs and what can be done to redesign them, or the content of a cooking show could be evaluated along with what could be done to improve it.
  • a cable TV Vendor might use the Customer-Based Product Design Channel to schedule Development Interactions (DI) of a series of products
  • the Development Interaction (DI) and response recording components of the CB-PD Module might then be located at the cable TV service.
  • the cable TV vendor would collect the data at the station 304. If its system permits it, the cable TV Vendor might also identify the responses by household, so the product Vendor (Ford in this example) can computer-match the responses to households that have bought a Ford product to determine the validity of those Customer suggestions. It can compare households that do not own Ford products to those that do, to determine which views generalize to potential Ford customers and which do not. Ford might also buy the list of households that participate but do not own Ford products, as potential customers with whom it may be valuable to establish a relationship.
  • This Customer Design System provides opportunities for current and potential Customers to assist Vendors like Ford in designing new products and services, with built-in market research systems for determining the commercial success of those designs, and for following up personally with current and potential Customers.
  • CompuServe and Bulletin Board Systems may offer on-line Customer-Based Product Design Services like the example just described.
  • a computerized service may provide these assessments one-on-one with individual Customers, with each Development Interaction (DI) completely personalized for that Customer by the service's computer.
  • DI Development Interaction
  • a CB-PD Module can be generalized into an interactive two-way networking device that can provide various types of assistance, communications or other services, in addition to what has been described above.
  • the CB-PD Module in the telephone PBX could be used by the company's human resources department to dial each employee in the company's on-line telephone directory 282, ask if it may take a moment to ask a health question 288, and if the employee agrees 288, asking whether the employee smokes cigarettes 294. If the employee says yes (such as by pressing 1 for yes and 2 for no on the telephone keypad) , the next probe could ask if the employee would like to be enrolled in a stop-smoking class 294.
  • Favorable responses could be added to a list 304 that is transmitted back to the human resources department 312 where employees are phoned and classes are scheduled.
  • This CD-PD ⁇ Module invention is not dependent on a specific type of hardware or on a specific software manufacturer, product vendor, product or service.
  • the invention can be included as a product feature in various types of products and services (such as by a CB-PD Module that is built into a product and connected by a transmission means with the product's Vendor; by a desktop computer that links a customer with a product; by a television and a connection to a transmission means such as a phone line; or by other means that link a Customer with a product and a Vendor and turn that product into a Customer Directed Product) .
  • the Customer can communicate with the CB-PD Module by utilizing any one of various media such as a LCD panel, video display screen, speaker/microphone, keypad or by other output/input means.
  • the CB-PD Module can interface with the Customer by means of various formats and media such as a videotext format, a print format, a touch-sensitive format, a visual format or an audio format.
  • Customer Directed Products may be developed by means of combining a number of different technologies in one specific product, and by combinations of them. Therefore, at any one time it is conceivable that a Customer Directed Product (CDP) may be configured differently depending on the needs of the Vendor; the type of product or service; and the available hardware, software and means of transmission.
  • the CB-PD Module is fundamentally a computing and networking module that is incorporated into a product or service to provide a Customer-based model in which the Customer uses the basic interface of this Module or the product to provide quantitative and qualitative data, new ideas, suggestions, etc. during the product's use to guide the Customer Directed Product's (CDP) Vendor in designing and evolving the product to better fit the Customer's needs and desires.
  • CDP Customer Directed Product's
  • the purpose and functionality of the CB-PD Module remain the same from the point of view of both the Customer (who is looking to improve the product or service) , the Vendor (who is looking to improve the relationship with that Customer and the associated sales and consumption revenues from that relationship, and the combined system of Customer and Vendor (who are looking to benefit jointly as a more efficient and effective team in providing and consuming goods and services, based on the inquiry, design, interactive and communications capabilities of the CB-PD Module) .

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Abstract

L'invention concerne un réseau d'appareils et de systèmes à base de traitement de données et de télécommunication (14, 24, 26, 30), y compris un sous-système de produit en liaison interactive avec un utilisateur, recueillant des informations de l'utilisateur, communiquant les informations au vendeur du produit et recevant du vendeur de nouvelles interactions prégrogrammées dans le but d'interactions futures avec l'utilisateur. De plus, d'autres composants de l'invention comprennent un système de traitement de données servant à construire et à télécharger (243) des interactions préprogrammées vers le sous-système de produit; un sous-système de communications servant à transmettre les données directement du sous-système de produit à l'ordinateur du vendeur (326, 328); un appareil de communication servant à lire les données du sous-système de produit, à les transmettre à l'ordinateur du vendeur (326, 328) et à télécharger (243) de nouvelles interactions prégrogrammées vers le sous-système de produit; un système de traitement de données situé dans le sous-système de produit et menant de nombreux types d'interactions avec un utilisateur; un système de traitement de données situé dans l'ordinateur du vendeur (326, 328), analysant les informations reçues des utilisateurs et établissant le rapport desdites informations.
PCT/US1993/007341 1992-08-06 1993-08-04 Module interactif de produit a base client WO1994003865A1 (fr)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
US92633392A 1992-08-06 1992-08-06
US07/926,333 1992-08-06

Publications (1)

Publication Number Publication Date
WO1994003865A1 true WO1994003865A1 (fr) 1994-02-17

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EP0781429A4 (fr) * 1994-09-12 1997-12-29 Elonex Technologies Inc Microassistant numerique personnel
EP0718786A4 (fr) * 1994-07-08 1998-04-29 Sony Corp Systeme de service d'information et terminal utilisateur
US7133834B1 (en) 1992-08-06 2006-11-07 Ferrara Ethereal Llc Product value information interchange server
US7222078B2 (en) 1992-08-06 2007-05-22 Ferrara Ethereal Llc Methods and systems for gathering information from units of a commodity across a network
US7548846B1 (en) 1999-11-10 2009-06-16 Global Market Insite, Inc. Language sensitive electronic mail generation and associated applications

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US4851999A (en) * 1985-07-24 1989-07-25 Teruko Moriyama General-purpose management system
US4908761A (en) * 1988-09-16 1990-03-13 Innovare Resourceful Marketing Group, Inc. System for identifying heavy product purchasers who regularly use manufacturers' purchase incentives and predicting consumer promotional behavior response patterns
US5023435A (en) * 1990-03-06 1991-06-11 Deniger David B Response form processing system
US5041972A (en) * 1988-04-15 1991-08-20 Frost W Alan Method of measuring and evaluating consumer response for the development of consumer products
US5109337A (en) * 1987-10-28 1992-04-28 Ibm Corporation Conceptual design tool

Patent Citations (6)

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Publication number Priority date Publication date Assignee Title
US4603232A (en) * 1984-09-24 1986-07-29 Npd Research, Inc. Rapid market survey collection and dissemination method
US4851999A (en) * 1985-07-24 1989-07-25 Teruko Moriyama General-purpose management system
US5109337A (en) * 1987-10-28 1992-04-28 Ibm Corporation Conceptual design tool
US5041972A (en) * 1988-04-15 1991-08-20 Frost W Alan Method of measuring and evaluating consumer response for the development of consumer products
US4908761A (en) * 1988-09-16 1990-03-13 Innovare Resourceful Marketing Group, Inc. System for identifying heavy product purchasers who regularly use manufacturers' purchase incentives and predicting consumer promotional behavior response patterns
US5023435A (en) * 1990-03-06 1991-06-11 Deniger David B Response form processing system

Cited By (6)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US7133834B1 (en) 1992-08-06 2006-11-07 Ferrara Ethereal Llc Product value information interchange server
US7222078B2 (en) 1992-08-06 2007-05-22 Ferrara Ethereal Llc Methods and systems for gathering information from units of a commodity across a network
EP0718786A4 (fr) * 1994-07-08 1998-04-29 Sony Corp Systeme de service d'information et terminal utilisateur
US5884045A (en) * 1994-07-08 1999-03-16 Sony Corporation Information providing system and user terminal
EP0781429A4 (fr) * 1994-09-12 1997-12-29 Elonex Technologies Inc Microassistant numerique personnel
US7548846B1 (en) 1999-11-10 2009-06-16 Global Market Insite, Inc. Language sensitive electronic mail generation and associated applications

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