WO2004006153A1

WO2004006153A1 - Method and system of customer data visualisation

Info

Publication number: WO2004006153A1
Application number: PCT/NZ2003/000146
Authority: WO
Inventors: Andrew John Cardno; Nicole Kaufmann
Original assignee: Compudigm International Limited
Priority date: 2002-07-05
Filing date: 2003-07-07
Publication date: 2004-01-15
Also published as: AU2003281413A1

Abstract

ABSTRACTThe invention provides a method of customer data visualisation comprising the steps of maintaining in computer memory interaction data representing interactions between customers and merchants and retrieving from computer memory customer data associated with an individual customer. The method generates and displays a plurality of fixed icons and one or more variable icons representing at least part of the customer data. The invention also provides a related customer data visualisation system.

Description

METHOD AND SYSTEM OF CUSTOMER DATA VISUALISATION

FIELD OF INVENTION

The invention relates to a method and system of customer data visualisation, particularly but not solely designed to provide specific customer, product and other information to customer service points. The part of data that represents a single customer is also referred to as micro data as distinct from macro data that represents groups of customers.

BACKGROUND TO INVENTION

Understanding and acting on individual customer needs, performance and potential value is a common problem for large businesses. Large businesses tend to be more profit-driven and tend to lose focus on the individual customer.

It would be desirable for a large business to appear to be dynamic, responsive, innovative and client-driven. It would be particularly desirable to provide a system which enables large businesses to have the sort of client relationships that are normally enjoyed by small businesses, and usually impossible for larger businesses.

SUMMARY OF INVENTION

In broad teπns in one form the invention comprises a method of displaying data representing a customer comprising the steps of maintaining in computer memory interaction data representing interactions between customers and merchants; retrieving from computer memory customer data associated with an individual customer; generating and displaying a plurality of fixed icons representing at least part of the customer data; and generating and displaying one or more variable icons representing at least part of the customer data.

In broad terms in another form the invention comprises a customer data visualisation system comprising interaction data maintained in computer memory representing interactions between customers and merchants; a retrieval device configured to retrieve from computer memory customer data associated with an individual customer; and an icon generator configured to generate and display at least one variable icon and a plurality of fixed icons representing at least part of the customer data.

BRIEF DESCRIPTION OF THE FIGURES

Preferred forms of the method and system of customer data visualisation will now be described with reference to the accompanying figures in which:

Figure 1 shows a block diagram of the system in which one form of the invention may be implemented;

Figure 2 shows the preferred system architecture of hardware in which the present invention may be implemented; Figure 3 illustrates a preferred form GUI design of the invention;

Figure 4 illustrates important characteristics for a fixed or variable icon;

Figure 5 illustrates a variable icon display;

Figure 6 illustrates further examples of variable icons;

Figure 7 illustrates fixed icons;

Figure 8 illustrates further examples of fixed icons;

Figure 9 illustrates a typical barcode representation;

Figure 10 shows a preferred form lifetime value indicator;

Figure 11 illustrates one preferred form combination display; and

Figure 12 illustrates another preferred form combination display.

DETAILED DESCRIPTION OF PREFERRED FORMS

Figure 1 illustrates a block diagram of the preferred system 10 in which one form of the present invention may be implemented. The system includes one or more clients 20, for example 20A, 20B, 20C, 20D, 20E and 20F, which each may comprise a personal computer or workstation described below. It is envisaged that one or more of the clients 20 be positioned at a customer service point and is operated by a customer service representative in a client-focused industry, for example gaming, food and beverage, hotel, theatre and so on. Each client 20 could be connected to the system 10 through a local area network or LAN (fixed terminal or wireless) or could be connected through the Internet as shown. The system 10 could comprise a data repository 40, for example a data warehouse maintained in computer memory. It is envisaged that the data repository may alternatively comprise a single database, a collection of databases, or a data mart. The preferred data repository 40 includes data from a variety of sources. The data repository may include, for example, interaction data 42 representing interactions between customers and merchants, as will be more particularly described below. The data repository may also include data from other sources, for example census data 44, scan data 46 obtained from scanning barcodes on products, data from merchant customer databases 48, data from merchant loyalty programmes 50 and/or promotion data 52 held by a merchant or other organisation.

The system 10 could further comprise a workstation 12 interfaced to or comprising a data memory 60 and server 62. The workstation is interfaced to or includes a retrieval device 64 and an icon generator 66. Components 64 and 66 could comprise suitable software programs.

In one form the invention is configured to transmit data from the data repository and other data sources 42, 44, 46, 48, 50 and 52 to a client 20 in real time and in a form which can be easily interpreted by a customer service representative operating client 20.

Figure 2 shows the preferred system architecture of a client 20. The computer system 100 typically comprises a central processor 102, a main memory 104, for example RAM and an input/output controller 106. The computer system 100 also comprises peripherals such as a keyboard 108, a pointing device 110 for example a mouse, trackball or touch pad, a display or screen device 112, a mass storage memory 114 for example a hard disk, floppy disk or optical disc, and an output device 116 for example a printer. The system 100 could also include a network interface card or controller 118 and/or a modem 120. The individual components of the system 100 could communicate through a system bus 122.

Figure 3 illustrates a preferred form high level GUI (graphical user interface) design 300 which is suitable for use by a customer service operator. The design 300 includes a visualisation panel 302 which is designed to display data representing a customer in an efficient manner. The visualisation panel, and the preferred contents or population of the visualisation panel, are more particularly described below. In addition to the visualisation panel, the design 300 could include a title bar 304, a customer detail panel 306 and a marketing segment panel 308. In one form the marketing segment panel 308 is only visible to a customer service operator if a particular customer is part of a marketing initiative.

Visualisation panel 302 is preferably further divided into a plurality of panels. These panels could include customer frequency/spend history panel 310, customer lifetime value panel 312, last time visit information panel 314 and customer needs/requirements panel 316.

The invention presents complex data to a customer service operator using the technique of iconification that uses easy and quickly identifiable images or icons to represent information. Icons are particularly suitable and become more suitable as they become highly familiar to a customer service operator through frequent use.

Figure 4 illustrates the characteristics which are important for an icon to possess to be effective. Preferably an icon is eye-catching and guiding, it has pre-attentive features, it has hierarchical categorisation, it has structuring and optimisation, it has branding, typification and iconification, real life, familiarality and consistency. Icons which have these key features more easily reach the target features of being easy to learn, self- explanatory and easily recognisable.

Simplified and stylised icons, referred to as fixed icons, are single-dimensional visualisations and are used to represent simple information. Fixed icons are preferably similar in appearance and style so that consistency is maintained. This enables the user, for example a customer service operator, to evaluate the icons as a whole. Colour, shape and 3 -dimensionality could be added to emphasise the meaning of an icon, to enable an attribute to be added to the information that the icon represents, for example true or false, and to indicate interactivity with the user. Multi-dimensional icons, referred to as variable icons, are icons that can be assigned several different values. In one sense, variable icons may be associated with a specific customer, but may also be such things as individual products or services. In the case of a customer, a limitation of the number of visualisation stages helps to typify the individual customer and to link the customer to a specific customer group. Restricting the number of visualisation stages means the user will see only a limited and easily distinguishable number of variations to the different features. This makes it easier and faster for a customer service operator to identify the type and the character of a customer he or she is dealing with. Values are defined by the business and may include such things as customer value, customer satisfaction or potential customer development.

Retrieval device 64 is configured to retrieve from the interaction database and from other databases, for example the data repository, data associated with an individual customer. This data could represent interactions between the customer and a merchant. This data could be the fact that a customer is a smoker and/or that the customer likes red wine. The interaction data could also include data representing the customer's last visit or an earlier visit to the restaurant. It is particularly desirable that where the customer revisits the restaurant, that the customer service operator interacting with the customer is made aware of the customer history in an efficient manner.

The icon generator forming part of the invention is configured to generate at least one variable icon and a set or plurality of fixed icons representing the above information. The variable icon(s) are preferably displayed in panel 314 and the fixed icons preferably displayed in panel 316 from Figure 3.

Figure 5 illustrates a typical example of a variable icon 500 generated and displayed in accordance with the invention. In this example, the invention generates and displays a representation of a face in which facial expressions and appearance in addition to features such as colour and size are used as a visual encoding mechanism. In one form the variable icon 500 could include one or more customer value indicators. Where a merchant conducts business from a particular premises, interaction data between customer and that merchant could include the duration of one or more previous interactions. Interactions could have a duration, for example where the merchant operates a hotel.

Variable icon 500 could include eye 502 and eye 504. The distance d between eye 502 and eye 504 could represent the average (median or mean) length of stay for a particular customer. It is envisaged that a typical or expected length of stay averaged over more than one customer be allocated a threshold value represented by distance d. If an individual customer has a shorter length of stay, the distance d could be decreased and if a customer has a longer length of stay the distance d could be increased.

A further customer value indicator could be the size of each eye representation 502 and 504. The invention could calculate the profitability of a typical customer and treat this as a threshold value and assign a default eye size. The eye size of the variable icon could be enlarged if a typical customer is more profitable than the threshold value or alternatively could be decreased if the profitability of the customer is below a threshold value.

A further customer value indicator could be the frequency of customer visit. Frequency of visit is preferably indicated in icon 500 by the width w of the icon 500. A threshold value for a typical visit frequency could be calculated, and a default width assigned. If the customer has a visit frequency greater than this threshold frequency value, then the width w of the icon could be increased. Alternatively, if the customer is not a frequent visitor, the width w of the icon could be decreased with respect to the threshold value.

A further customer value indicator could include spend value, being the amount that a customer spends on a typical visit. A threshold value for a typical spend value could be calculated and a default height h generated and displayed for a typical spend. If a customer is known to spend in excess of this threshold value, the value of h could be increased. Alternatively, if a customer is known to spend less than the threshold on a typical visit, then the value of h is decreased.

Icon 500 could also include one or more customer satisfaction indicators. One preferred form of this customer satisfaction indicator is demonstrated in icon 500 by shape of the mouth 506. An upwardly curving mouth shows that the customer is satisfied or has expressed satisfaction with the merchant in interactions between that merchant and the customer. A downwardly curving mouth shape could indicate that the customer is dissatisfied or has expressed dissatisfaction in interactions with the merchant.

In a further preferred form, the shape of the lower lip of the mouth could indicate historical interactions between merchant and the customer and the upper lip could indicate current interactions between the merchant and the customer. In each case the extent of the curvature of the mouth, upper lip and/or lower lip could indicate the magnitude of customer satisfaction and/or dissatisfaction.

The icon 500 could also include one or more customer development indicators for example customer development indicator 508. This indicator is preferably displayed as an arrow head shape positioned adjacent to or near to the face shape of the icon. A downwardly pointing arrow indicates a low potential for future customer development or a downwardly increasing trend of customer interaction. Alternatively, an arrow head positioned above the face shape and pointing upwardly indicates a potential for customer development and/or an increase in customer interaction.

Figure 6 illustrates resulting further examples of variable icons, both representing different sets of customer data.

Figure 7 provides examples of fixed icons 700 representing at least part of the customer data. These fixed icons preferably represent customer needs and requirements and are positioned in panel 316 from Figure 3. Each fixed icon preferably represents a different customer requirement and so the set of fixed icons represent respective customer requirements. The fixed icons 700 could include, for example, icon 702 indicating that a customer requires transport, icon 704 representing that a customer requires a host to be assigned, icon 706 indicating that the customer is a theatre goer, icon 708 indicating that a customer has a medical requirement, and/or icon 710 indicating that a customer is a smoker.

In one preferred form the set of icons include a critical/preferred requirement indicator. Those icons that are preferred requirements of a customer could be enclosed by a circular border, for example icons 702, 706, 708 and 710. Some requirements may be critical to the customer and those critical requirements could be indicated by surrounding the particular fixed icon with a triangular border as shown in icon 704. It will be appreciated that the various shapes of fixed icon borders could be altered. It is simply envisaged that the shape of the border represent a critical/preferred requirement indicator.

Figure 8 illustrates further examples 800 of fixed icons. The fact that the customer is a smoker is represented by the smoking icon 802. The fact that the customer likes wine is indicated by the wine icon. The shape of the wine glass represented by the icon is a red wine glass which would indicate that the customer prefers red wine. Alternatively the wine glass shape could be a white wine glass or champagne flute indicating that the customer prefers either white wine or sparkling wine.

It is also envisaged that each icon be represented as a device on a coloured background. The colour of the background could indicate further information. For example, a red background on icon 804 could indicate that the customer had a bad experience with wine last time he was at the restaurant, for example that the wine was corked.

The fish icon 806 could indicate that the customer ordered a seafood dish last time he was at the restaurant and a green colour background could indicate that he enjoyed the meal and mentioned this to serving staff. It is envisaged that the same set of icons be generated and displayed for each customer and that these icons are arranged on the display in the same order. It is preferred that the set of icons include an actual/potential requirement indicator. This indicator alerts a customer service operator to whether a requirement is applicable to a customer as an actual requirement or whether it is not applicable to a customer and so is a potential requirement.

One such actual/potential requirement indicator is to display all fixed icons on a display screen but to colour those icons that represent potential requirements for a given customer in a non-distinctive colour. One example of a non-distinctive colour could be a light shade of grey. Alternatively, icons representing potential requirements could be displayed in the background colour having the effect that these icons are not displayed at all.

Figure 9 illustrates a further preferred form of the invention that generates and displays a representation of historical interactions between the customer and the merchant in panel 310 from Figure 3. One example is a barcode visualisation. Barcode visualisations provide a graphical representation of customer behaviour in relation to different areas of the business. For example, the spend behaviour of a customer over time from the business entertainment, accommodation and food and beverage departments could be displayed together using the barcode visualisation.

The preferred form barcode visualisation comprises one or more horizontal lines that each represent a business area, for example hotel, food and beverage. Each row is segmented horizontally by time. For each time segment within each row a data value corresponding to a key performance indicator (KPI) is displayed. The KPI value is represented by a coloured line, where the colour corresponds to the value of the KPI.

The barcode visualisation 900 of Figure 9 shows visualisation for four distinct business areas, for example gaming 902, hotel 904, F&B 906 and theatre 908. Each is displayed as a row with the lengths of each row relating to a pre-specified time period 910.

Within each row, coloured vertical lines represent spend and visitation data for an individual customer. A "n' spend or visit" is represented by background, for example a grey colour 912. A colour scale is preferably used to enable the range of customer spend to be represented, for example low spend 914 compared with high spend 916.

The preferred form barcode display shows tendencies and developments in business key performance indicators, for example frequency of visit over time and spend per visit over time. Data is aggregated and evaluated on a weekly basis. Configuration of data by time and business area enables the forming of frequency pattern and cognition of relationships between business areas. A continuous and attentive colour scale assists a user to visualisation business KPIs per visit.

The invention may also generate and display one or more lifetime value indicators representing the lifetime value of a particular customer.

Figure 10 illustrates a preferred form lifetime value indicator 1000 that could be positioned in panel 312 of Figure 3. The lifetime value indicator could include a business area indicator 1002. Each lifetime value indicator could include an ordinal value for each business area indicator. This ordinal value could be presented as the value of a particular playing card in a standard set of playing cards. For example, a lifetime indicator value of "5" shown at 1004 could be of a lower value than a lifetime value indicator of "J" indicated at 1006.

In addition to a lifetime value indicator, the display could also include a trend indicator positioned in close proximity to each lifetime value indicator. Trend indicator 1008 could indicate a downward trend for example, whereas trend indicator 1010 could indicate an upwardly increasing trend.

In one form, the display could be configured to display a representation including a plurality of fixed icons and one or more variable icons in combination to provide a business-wide profile of the customer. This includes all relevant customer data related to different entities within the business. The key concept is the easily recognisable method in which the fixed icons and the variable icon(s) are displayed. Figure 11 shows the incorporation of barcode visualisation within other micro data visualisation methods. The combined representation 1100 could include in one panel an overview of property information 1102, last time visit information 1104, customer requirements 1106, pictograms 1108 and/or customer Chernoff face 1110.

In a separate panel the representation could include customer card value 1112, customer lifetime value information by business area 1114, customer history information by business area 1116 and/or customer barcode 1118.

Figure 12 illustrates a typical combination display generated by the system. Playing cards are used as a way of linking the business entities together and are a commonly used and easily understood concept. This allows all users to understand the character, for example the value and potential value of the customer at each business entity. It also allows other attributes to be introduced. For example, a lifted card could relate to an opportunity for cross-selling, for example based upon the customer's recent unhappy game experience, the hotel may offer one free room for one night, thereby retaining a high value customer to the business. The same concepts used for individual customers can be applied for customer groups or types.

Each data component of the business could be represented by a single playing card, for example gaming could be represented by the "number 8" card 1202, the hotel component could be represented by the "number 5" card 1204, the food and beverage component could be represented by the "number 9" card 1206 and the gaming component could be represented by the number 10 card 1208.

Combined barcode visualisation in this way from the operational perspective provides specific customer, business area and other information, just in time, to customer services points. It provides analytical views of customer and business area interactions. It also provides just the right information, just enough information. The overall benefits include timely delivery of better information to customer service points which enhances service and enables tailored service offerings to value customers. It enables capture of customer data at the point of contact which enhances ongoing understanding of customers and segments.

Micro data visualisation may comprise a series of computer-based data entry points linked to a central server. Data entry enables information to be entered and historic data to be updated. This system enables individual customer information to be shared across the different business entities.

Micro data visualisation is preferably built on top of a common information technology infrastructure that is scalable enough to enable enterprise-wide application and flexible enough to add additional data sources at a later point.

The micro data visualisation system of the invention has application within all client- focused industries, particularly those that consist of multi-service entities, for example entertainment sites that consist of gaming, food and beverage, hotel, theatre entities and so on.

In summary, micro data visualisation in accordance with the invention, from an operational perspective, provides specific customer product and other information, in real time, to customer service points. The invention also provides analytical views of customers and product interactions and analytical views of customer and staff interactions.

The benefits of the invention include timely delivery of better information to customer service points in order to enhance service and enable tailored service offers to valued customers and the capture of customer data at the point of contact which enhances ongoing understanding of customers and segments. The foregoing describes the invention including preferred forms thereof. Alterations and modifications as will be obvious to those skilled in the art are intended to be incorporated within the scope hereof, as defined by the accompanying claims.

Claims

CLAIMS:

1. A method of displaying data representing a customer comprising the steps of: maintaining in computer memory interaction data representing interactions between customers and merchants; retrieving from computer memory customer data associated with an individual customer; generating and displaying a plurality of fixed icons representing at least part of the customer data; and generating and displaying one or more variable icons representing at least part of the customer data.

2. A method of displaying data representing a customer as claimed in claim 1 wherein at least one variable icon includes at least one customer value indicator.

3. A method of displaying data representing a customer as claimed in claim 1 or claim 2 wherein at least one variable icon includes at least one customer satisfaction indicator.

4. A method of displaying data representing a customer as claimed in any one of the preceding claims wherein at least one variable icon includes at least one customer development indicator.

5. A method of displaying data representing a customer as claimed in any one of the preceding claims wherein the fixed icons represent respective customer requirements.

6. A method of displaying data representing a customer as claimed in claim 5 wherein the fixed icons include an actual/potential requirement indicator.

7. A method of displaying data representing a customer as claimed in claim 5 or claim 6 wherein the fixed icons include a critical/preferred requirement indicator.

8. A method of displaying data representing a customer as claimed in any one of the preceding claims further comprising the steps of generating and displaying a representation of historical interactions between the customer and the merchant.

9. A method of displaying data representing a customer as claimed in claim 8 wherein the representation of historical interactions includes a business area indicator.

10. A method of displaying data representing a customer as claimed in any one of the preceding claims further comprising the steps of generating and displaying a life time value indicator.

11. A method of displaying data representing a customer as claimed in claim 10 wherein the life time value indicator includes a business area indicator.

12. A method of displaying data representing a customer as claimed in claim 10 or claim 11 wherein the life time value indicator includes one or more value trend indicators.

13. A customer data visualisation system comprising: interaction data maintained in computer memory representing interactions between customers and merchants; a retrieval device configured to retrieve from computer memory customer data associated with an individual customer; and an icon generator configured to generate and display at least one variable icon and a plurality of fixed icons representing at least part of the customer data.

14. A customer data visualisation system as claimed in claim 13 wherein at least one variable icon includes at least one customer value indicator.

15. A customer data visualisation system as claimed in claim 13 or claim 14 wherein at least one variable icon includes at least one customer satisfaction indicator.

16. A customer data visualisation system as claimed in any one of claims 13 to 15 wherein at least one variable icon includes at least one customer development indicator.

17. A customer data visualisation system as claimed in any one of claims 13 to 16 wherein the fixed icons represent respective customer requirements.

18. A customer data visualisation system as claimed in claim 17 wherein the fixed icons include an actual/potential requirement indicator.

19. A customer data visualisation system as claimed in claim 17 or claim 18 wherein the fixed icons include a critical/preferred requirement indicator.

20. A customer data visualisation system as claimed in any one of claims 13 to 19 further configured to generate and display a representation of historical interactions between the customer and the merchant.

21. A customer data visualisation system as claimed in claim 20 wherein the representation of historical interactions includes a business area indicator.

22. A customer data visualisation system as claimed in any one of claims 13 to 21 further configured to generate and display a lifetime value indicator.

23. A customer data visualisation system as claimed in claim 22 wherein the lifetime value indicator includes a business area indicator.

24. A customer data visualisation system as claimed in claim 22 or claim 23 wherein the lifetime value indicator includes one or more value trend indicators.