U.S. patent application number 11/861225 was filed with the patent office on 2008-01-10 for customize a service inquiry to a support entity using an expertise level rules engine.
Invention is credited to Bill Bennett, Shawn Fitzpatrick, Neil Proctor, Barbara J. Rechterman.
Application Number | 20080010384 11/861225 |
Document ID | / |
Family ID | 36075302 |
Filed Date | 2008-01-10 |
United States Patent
Application |
20080010384 |
Kind Code |
A1 |
Rechterman; Barbara J. ; et
al. |
January 10, 2008 |
CUSTOMIZE A SERVICE INQUIRY TO A SUPPORT ENTITY USING AN EXPERTISE
LEVEL RULES ENGINE
Abstract
A Web site, through the use of a Rules Engine, determines an
expertise level of a User for one or more topics on a Web page. The
Rules Engine may analyze User related data, such as the search term
used by the User to find the Web site, the past products purchased
by the User, the path through the Web site taken by the User, the
usage history by the User on the Web site, the demographics of the
User and/or the self declared expertise level of the User, to
determine an expertise level of the User for the topics on the Web
page. A Display Engine may customize a Web page based on the
expertise levels of a User so that topics on the Web page are
presented in a manner most appropriate for the User. An Email
Engine may be used to customize emails to the User so that topics
in the email are presented in manner most appropriate for the User.
A Support Entity Engine may also be used to route an incoming
support inquiries from a User to an appropriate technical support
person for the User.
Inventors: |
Rechterman; Barbara J.;
(Desert Hills, AZ) ; Proctor; Neil; (Scottsdale,
AZ) ; Fitzpatrick; Shawn; (Phoenix, AZ) ;
Bennett; Bill; (Phoenix, AZ) |
Correspondence
Address: |
GO DADDY GROUP, INC.
14455 NORTH HAYDEN ROAD
SUITE 219
SCOTTSDALE
AZ
85260
US
|
Family ID: |
36075302 |
Appl. No.: |
11/861225 |
Filed: |
September 25, 2007 |
Related U.S. Patent Documents
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Application
Number |
Filing Date |
Patent Number |
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10944377 |
Sep 17, 2004 |
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11861225 |
Sep 25, 2007 |
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10944636 |
Sep 17, 2004 |
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11861225 |
Sep 25, 2007 |
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10944645 |
Sep 17, 2004 |
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11861225 |
Sep 25, 2007 |
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Current U.S.
Class: |
709/238 |
Current CPC
Class: |
H04L 51/063 20130101;
G06Q 10/107 20130101; G06Q 30/02 20130101 |
Class at
Publication: |
709/238 |
International
Class: |
G06F 15/173 20060101
G06F015/173 |
Claims
1. A method of using an expertise level Rules Engine to customize a
handling of a service inquiry to a support entity, comprising the
steps of: a) a Web site obtaining User related data; b) the Web
site entering the User related data into a Rules Engine; c) the
Rules Engine determining an expertise level for the User; d) a
support entity receiving a service inquiry from the User; and e)
the support entity routing the service inquiry from the User to one
technical support person out of a plurality of technical support
persons based on the determined expertise level of the User.
2. The method of claim 1, wherein the expertise level of the User
is selected by the User.
3. The method of claim 1, wherein the expertise level of the User
is determined using at least one purchase made by the User.
4. The method of claim 1, wherein the expertise level of the User
is determined using a path of the User through the Web site.
5. The method of claim 1, wherein the one technical support person
is at or above the expertise level of the User.
6. The method of claim 1, wherein the support entity includes a
call center and a support inquiry includes a service call.
7. A method of using an expertise level Rules Engine to customize a
handling of a service call to a call center, comprising the steps
of: a) a Web site obtaining User related data; b) the Web site
entering the User related data into a Rules Engine; c) the Rules
Engine determining a first and a second expertise level for the
User for a first and a second topic, respectively; d) a support
entity receiving a support inquiry from the User; e) the support
entity determining whether the support inquiry is related to the
first topic or the second topic; and f) the support entity routing
the support inquiry from the User to one technical support person
out of a plurality of technical support persons based on the
expertise level of the User for the first or second topic related
to the support inquiry.
8. The method of claim 7, wherein the expertise level of the User
for the first topic is selected by the User.
9. The method of claim 7, wherein the expertise level of the User
for the first topic is determined using at least one purchase made
by the User.
10. The method of claim 7, wherein the expertise level of the User
for the first topic is determined using a path of the User through
the Web site.
11. The method of claim 7, wherein the support entity includes a
call center and a support inquiry includes a service call.
Description
CROSS REFERENCE TO RELATED PATENT APPLICATIONS
[0001] This divisional application claims the benefit of U.S.
patent application Ser. No. 10/944,377; U.S. patent application
Ser. No. 10/944,636; and U.S. patent application Ser. No.
10/944,645; all filed on Sep. 17, 2004. This divisional application
is being concurrently filed with U.S. patent application Ser. No.
______.
FIELD OF THE INVENTION
[0002] The present invention relates to methods for determining one
or more expertise levels of a User for one or more topics on a Web
page, and customizing the Web page, an email or a routing system
for a customer service center call according to the expertise level
of the User for the relevant topic.
BACKGROUND OF THE INVENTION
[0003] The Internet is a worldwide network of computers and
computer networks arranged to allow for the easy and robust
exchange of information or topics between the users of the
computers. Hundreds of millions of people around the world have
access to computers connected to the Internet via one of the
hundreds of Internet Service Providers (ISPs). Content providers
may place multimedia information, i.e. graphics and sounds, and
other forms of data on servers located at specific locations on the
Internet. The information on a server may be accessed over the
Internet by a User in order to retrieve the information. A client
application, such as a browser or a smart client, may be used by
the User to transmit and receive information from the server. The
information may be communicated to the User in any desired format,
but is often presented to the User in the form of a Web page.
[0004] A Web site may have a front end, i.e. Web pages, and a back
end, the hardware and software necessary for the Web site to
communicate over the Internet. The hardware will typically include
a server (a single server may actually support a large number of
Web sites) and a communication path between the Web site and the
Internet. The software will typically include the software packages
necessary to perform the desired functions of the Web site. The
software allows for fast analysis of data and the automated
performance of the desired functions on the Web site. Web sites may
perform complicated functions and data manipulations for a large
number of Users all substantially simultaneously.
[0005] Each Web site may include one or more Web pages. Web pages
may be created using HyperText Markup Language (HTML) to generate a
standard set of tags that define how the Web page will be
displayed. Users of the Internet may access content providers' Web
sites using a software package known as a browser, such as
MICROSOFT INTERNET EXPLORER or NETSCAPE NAVIGATOR. After the
browser has located a desired Web site, the browser requests and
receives data regarding one of the Web pages from the Web site,
typically in the form of an HTML document. The browser will then
display the Web page's content for the User on the User's computer.
The User may thereafter view other Web pages on the same Web site
or move to an entirely different Web site using the browser.
[0006] Some conventional Web sites allow Users to make
modifications to the Web site's appearance. For example, some
conventional Web sites allow Users to select a color scheme for the
Web site or even select certain default settings on the Web site
according to preferences selected by the User. Conventional Web
sites may also allow some Users to skip Web pages with previously
viewed/already known information while also allowing Users to view
other Web pages with additional information, such as a commonly
used frequently asked questions (FAQs) Web page. In addition, some
conventional Web sites allow Users to select a topic in order to
receive additional or more detailed information regarding the
topic.
[0007] Applicants have noticed that problems still exist for Users
accessing information from a Web page. While Users may select
particular Web pages and Web page topics for information, the
presentation of the information on any given Web page is at a fixed
expertise level. Expertise levels may vary from Web site to Web
site or even Web page to Web page, but the expertise level for any
given Web page is fixed for every User that views that Web page. In
other words, every User that selects a Web page will receive
content from the Web page at the same expertise level as every
other User that selects that Web page.
[0008] Conventional Web pages do not present topics to individual
Users based on the User's expertise level. While some Web pages may
be directed towards novices (or even children) and other Web pages
may be directed towards experts in the field, every conventional
Web page presents their topics to Users at a fixed expertise level.
While a "novice" expertise level Web page and an "expert" expertise
level Web page may exist on the same Web site, Web pages do not
change expertise levels based on the expertise levels of their
Users. The result is that Users often receive information that is
either too advanced for them to fully understand or too simple and
does not add to their understanding of the topic being
presented.
[0009] The problem is further compounded when multiple topics are
presented on the same Web page. Any given User may, for example, be
an expert on one topic while being a novice on another topic, even
for topics presented on the same Web page. Conventional Web pages
typically present the information for all their topics at the same
expertise level thereby virtually insuring a mismatch for Users
having different levels of expertise for different topics on the
same Web page.
[0010] Many Web sites find it advantageous to send emails to their
Users, who are often their Customers. Conventional Web sites
transmit emails to their Users at a fixed expertise level, assuming
that not only do all their Users have the same expertise level, but
that all their expertise levels is about at the same expertise
level as the expertise level of the email. These are both almost
always faulty assumptions. Users of Web sites typically have a
broad range of expertise levels for the topics presented in the
emails, thus guarantying that at least some of the Users will not
receive emails created with an expertise level appropriate for the
User's expertise level. The problem is further compounded for
emails that have more than one topic in which Users may have
different expertise levels for each of the topics.
[0011] Some conventional Web sites, typically for those running a
business, have an associated call center for answering their Users'
questions regarding the Web site's services and/or products. The
call centers receive incoming calls from their Users and route each
User to a technical support person to assists the User. Applicants
have noticed that not all Users and not all technical support
persons have the same expertise level (of course, technical support
persons on average typically have a higher expertise level than the
Users) for all of the services and products offered by the Web
site. The Users commonly have a broad range of expertise levels
amongst themselves for each of the different services and products
offered by the Web site. Likewise, technical support persons have
different expertise levels for different services and products
offered by the Web site. The failure of the call center to consider
the expertise level of the User when routing the User's call to a
technical support person often results in the technical support
person either talking above the expertise level of the User or the
technical support person being unable to answer or address more
advanced issue that a higher expertise level User may have.
[0012] Thus, there is a need for a Web site to match the
presentation of each topic on its Web page based on the expertise
level for the User's expertise level for each topic. There is also
a need to transmit customized emails to the Users of a Web site so
that the expertise level of each email corresponds to the expertise
level of the User receiving the email. There is also a need to
route a User calling a customer service center to a technical
support person that has an expertise level appropriate for the
expertise level of the User.
SUMMARY OF THE INVENTION
[0013] The present invention addresses these needs by providing
improved methods for designing and customizing a Web page, email
and routing system for a call center based on the User's expertise
level for the topic(s) in the Web page, email and service call.
[0014] In one embodiment of the invention, a method is disclosed
for a client application to receive customized information from a
server. In this embodiment, a User uses a client application to
select information from a server, wherein the information has at
least a first topic. The server identifies a first expertise level
of the User for the first topic. The server customizes the format
of the information based on the first expertise level of the User
for the first topic. Finally, the server transmits the customized
information to the client application. The server and the client
application may communicate with each other over any communication
network, such as, but not limited to, wireless telephone networks,
the Internet or a combination of communication networks. The
transmitted information may include more than a first topic and an
expertise level for the additional topic(s) may also be found and
used to customize the information transmitted to the client
application.
[0015] In another embodiment of the invention, a method is
disclosed for customizing a Web page in a Web site based on a
User's expertise level. In this embodiment, a User selects to view
a Web page, on a Web site, having a first topic and a second topic.
The Web site identifies a first expertise level of the User for the
first topic and, preferably, also for the second topic. The Web
site designs and customizes the Web page using the first expertise
level of the User for the first topic, and, preferably, also for
the expertise level of the User for the second topic. The Web site
may then display the customized Web page to the User. As a further
improvement, additional topics and expertise levels of the User for
those topics may be found and used during the customization process
of the Web page for the User.
[0016] In another embodiment of the invention, a method is
disclosed for customizing a Web page in a Web site based on a
User's expertise level. In this embodiment, a User selects to view
a Web page, in a Web site, having a first topic and a second topic.
The Web site identifies an expertise level of the User for the
first topic. Finally, the Web site selects a product to display for
the User to purchase based on the expertise level of the User for
the first topic. Further improvements to this embodiment may be
made by determining the expertise level of the User for more than
just the first topic.
[0017] In another embodiment of the invention, a method is
disclosed for customizing a Web page based on a User's dynamic
expertise level. In this embodiment, a User selects to view a Web
page, on a Web site, having a topic. The Web site identifies an
expertise level of the User for the topic at a first time. The Web
site customizes and displays the Web page to the User based on the
expertise level of the User for the topic at the first time. The
User selects to view the Web page at a time after the first time.
The Web site identifies a subsequent expertise level of the User
for the topic at the second time. The Web site customizes and
displays the Web page to the User based on the subsequent expertise
level. Further improvements may be made to this embodiment by
continuing to monitor a User's expertise level (which is likely to
increase over time) and customizing the Web page to match the
User's current expertise level for the topics presented on the Web
page.
[0018] In another embodiment of the invention, a method is
disclosed for a client application to customize information
received from a server for presentation to a User. In this
embodiment, a User uses a client application to select information
from a server, wherein the information has at least a first topic.
The client application may be, for example, a browser or a smart
client and may reside on any type of client. The server transmits
the information to the client application over a communication
network. The client application identifies a first expertise level
of the User for the first topic. Finally, the client application
customizes the format of the information based on the first
expertise level of the User for the first topic. In preferred
embodiments, additional expertise level(s) of the User for
additional topic(s) may be used in customizing the information.
[0019] In another embodiment of the invention, a method is
disclosed for customizing a Web page based on a search term entered
into a Search Engine. In this embodiment, a User enters a search
term into a Search Engine. The Search Engine displays a plurality
of links to a plurality of Web sites to the User. The User selects
a link to a Web site. The Search Engine transmits to the Web site
the search term entered by the User. A Rules Engine determines a
search term expertise level of the User based on the search term.
The Web site may customize and display a Web page to the User based
on the search term expertise level of the User. Further
improvements may be made in customizing and transmitting the Web
page by also using expertise levels of the User for particular
topics previously found by the Web site.
[0020] In another embodiment of the invention, a method is
disclosed for customizing a Web page based on a search term entered
into a Search Engine by a User. In this embodiment, a User enters a
search term into a Search Engine. The Search Engine displays a
plurality of links to a plurality of Web sites to the User. The
User selects a link to view a Web page on a Web site. The Search
Engine communicates the search term to the Web site. The Web site
uses a Rules Engine to determine a search term expertise level of
the User based on the search term. The Web site offers a product
for sale to the User based on the search term expertise level of
the User. Further improvements may be made by selecting the product
to offer for sale to the User based on the expertise level of the
User for various topics on the Web pages in the Web site.
[0021] In another embodiment of the invention, a method is
disclosed for customizing a Web page based on a search term entered
into a Search Engine by a User. In this embodiment, a User enters a
search term into a Search Engine. The Search Engine displays a
plurality of links to a plurality of Web sites to the User. The
User selects a link to view a Web page on a Web site having a
topic. The Web site customizes the Web page using the search term
and displays the Web page to the User. The Web site identifies an
expertise level of the User for the topic at a subsequent time.
Finally, the Web site customizes the Web page using the expertise
level of the User for the topic at the subsequent time and displays
the Web page to the User. Further improvements may be made to this
embodiment by continually monitoring the expertise level of the
User over time and designing and customizing the Web page based on
the current expertise level of the User for the topics on the Web
page.
[0022] In another embodiment of the invention, a method is
disclosed of using an expertise level Rules Engine to customize a
User interface of a Web page. In this embodiment a Web site obtains
User related data. The Web site enters the User related data into a
Rules Engine. The Rules Engine enters a first and a second
expertise level for a first and a second topic, respectively, for
the User into a Display Engine. The Display Engine creates a
customized User interface using the first and the second expertise
level. Finally, the Web site displays the customized User interface
to the User. Further improvements may be made to this embodiment by
determining the different expert levels of the User for the
different topics on the Web pages of the Web site by examining the
usage patterns of the User on the Web site.
[0023] In another embodiment of the invention, a method is
disclosed of using an expertise level Rules Engine to customize an
e-mail to a User. In this embodiment a Web site obtains some User
related data. The Web site enters the User related data into a
Rules Engine. The Rules Engine determines a first and a second
expertise level, for a User, for a first and a second topic,
respectively. The Web site, through an email engine, creates an
email using the first and the second expertise level of the User.
Finally, the Web site, through the email engine, transmits the
email to the User. Further improvements may be made to this
embodiment by finding expertise levels of the User for the topics
in the email and then matching the content of the email to the
expertise level of the User to the topics in the email.
[0024] In another embodiment of the invention, a method is
disclosed of using an expertise level Rules Engine to customize the
handling of support inquiries to a support entity. The support
inquires and support entity may include as examples a service call
to a call center, an email to a web tech service board, or other
requests for service that get routed to a customer service
representative. In this embodiment a Web site obtains some User
related data. The Web site enters the User related data into a
Rules Engine. The Rules Engine determines an expertise level for
the User. A support entity is contacted by the User. Finally, the
support entity routes the User to one technical support person out
of a plurality of technical support persons based on the determined
expertise level of the User. This method increases the efficiency
of the support entity by immediately matching advanced Users with
more experience technical support persons that are more likely to
be able to solve the more advanced issues of advanced Users.
[0025] In another embodiment of the invention, a method is
disclosed for using an expertise level Rules Engine to customize
the handling of support inquiries to a support entity. For example,
the support inquiry may be a service call and the support entity
may be a service call center. In this embodiment, a Web site
obtains some User related data. The Web site enters the User
related data into a Rules Engine. The Rules Engine determines a
first and a second expertise level for the User for a first and a
second topic, respectively. A call center receives a call from the
User. The call center determines whether the call is related to the
first topic or the second topic. Finally, the call center routes
the call from the User to a technical support person out of a
plurality of technical support persons based on the expertise level
of the User for the first or the second topic related to the call.
Further improvements may be made by determining an expertise level
of the User for as many topics as possible on the Web site so that
an expertise level of the User for the topic of the service call
may be immediately determined.
[0026] Additional advantages and aspects of the present invention
will become apparent in the following detailed description and
claims.
BRIEF DESCRIPTION OF THE DRAWINGS
[0027] FIG. 1 is a block diagram illustrating the flow of
information through a process for customizing a Web page based on a
User's expertise level;
[0028] FIG. 2 is a block diagram illustrating the flow of
information through a process for customizing an email based on a
User's expertise level;
[0029] FIG. 3 is a block diagram illustrating the flow of
information through a process for routing calls in a customer
service call center based on a User's expertise level;
[0030] FIG. 4 is a flowchart illustrating a method for customizing
and transmitting information based on a User's expertise level
between a server and a client application;
[0031] FIG. 5 is a flowchart illustrating a method for customizing
and transmitting a Web page based on the expertise levels of a
User;
[0032] FIG. 6 is a flowchart illustrating a method for selecting a
product to offer a User, i.e. Customer, based on the expertise
level of a User;
[0033] FIG. 7 is a flowchart illustrating a method for monitoring
the expertise level of a User over time and customizing and
transmitting a Web page based on the current expertise level of the
User;
[0034] FIG. 8 is a flowchart illustrating a method for a client
application to receive information from a server and the customize
and present the information to a User;
[0035] FIG. 9 is a flowchart illustrating a method for customizing
and transmitting a Web page based on a search term entered by a
User into a search engine;
[0036] FIG. 10 is a flowchart illustrating a method for selecting a
product to offer for sale to a User based on a search term entered
by a User into a search engine;
[0037] FIG. 11 is a flowchart illustrating a method for monitoring
the expertise level of a User over time based on search terms
entered into a search engine and customizing and transmitting a Web
page based on the current expertise level of the User;
[0038] FIG. 12 is a flowchart illustrating a method for customizing
and transmitting a User interface for a Web page, based on results
from a Rules Engine;
[0039] FIG. 13 is a flowchart illustrating a method for customizing
and transmitting an email to a User based on the expertise level of
the User as determined by a Rules Engine;
[0040] FIG. 14 is a flowchart illustrating a method for routing a
call through a call center based on the expertise level of the User
(caller); and
[0041] FIG. 15 is a flowchart illustrating a method for monitoring
the expertise level of a User over time and routing the User's call
through a call center based on the current expertise level of the
User (caller).
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
[0042] The present invention will now be discussed in detail with
regard to the attached drawing figures which were briefly described
above. In the following description, numerous specific details are
set forth illustrating Applicants' best mode for practicing the
invention and for enabling one of ordinary skill in the art to make
and use the invention. It will be obvious, however, to one skilled
in the art that the present invention may be practiced without many
of these specific details. In other instances, well-known machines
and process steps have not been described in particular detail in
order to avoid unnecessarily obscuring the present invention.
Unless otherwise indicated, like parts and processes are referred
to with like reference numerals.
[0043] With reference to FIG. 1, the flow of information through
processes for designing, customizing and transmitting a Web page,
and its associated User interface, is illustrated. One or more User
related data may be used as inputs into a Rules Engine 107. The
User related data may include, but is not limited to, search terms
entered by the User into a search engine 100, past products
purchased by the User 101, the path the User used to navigate
through the Web site 102, the number of visits to the Web site 103,
the length of time since the last visit 104 (usage patterns),
demographics of the User 105 and/or a self declared expertise level
of the User 106. The User related data may be gathered from the
current visit to the Web site, previous visits to the Web site or
from other Web sites that have accessible data regarding the
User.
[0044] The topics on most Web pages tend to be related, but may be
different enough that a User may be familiar with some of the
topics while unfamiliar with other topics. For example, on a Web
page operated by an Internet domain name registrar that offers
various Internet services, one topic may be related to registering
domain names, a second topic may deal with hosting accounts, while
yet a third topic discusses information regarding email accounts,
all on the same Web page. A User may easily have different levels
of expertise for each of the topics on a single Web page. The
number and combination of topics on a Web page are only limited by
the imagination and desire of the Web site operator.
[0045] A Web site, or a Rules Engine 107 within a Web site, may
perform the function of determining an expertise level for the User
for one or more topics on the Web page based on the clues provided
in the User related data. The Rules Engine 107 may accept the User
related data, score the User related data for a particular topic
and assign the score to the User's expertise level for that topic.
The Rules Engine 107 may indicate a higher expertise level for a
User if the User used a very technical or sophisticated method of
describing the topic, while indicating a lower expertise level of
the User if the User used very generic or basic language as the
search term. In certain embodiments, the Rules Engine 107 may also
reside on a server not associated with a Web site or on a client as
part of a client application.
[0046] Product previously purchases 101 by the User may provide
very powerful clues as to the expertise level of the User to the
Rules Engine 107. The more products purchased, the more likely the
User is familiar with the products purchased. The path taken
through a Web site may also be used to provide useful information
to a Rules Engine 107. If the User selected short-cuts or a direct
path (for example without viewing the FAQs), the Rules Engine 107
may determine the User has a higher level of expertise level than
Users who meander through the Web site as if they are first time
visitors to the Web site. The usage pattern of the Web site by the
User (number 103 and length of previous visits 104) may also
provide valuable information to the Rules Engine 107. The more
often the User has visited the Web site, the higher the assigned
expertise level and the lower the need to provide basic information
to the User. Demographics 105 of the User may also be used by the
Rules Engine 107 to determine an expertise level of the User
regarding different topics. Of course, one of ordinary skill in the
art will recognize that other User related data and methods of
analyzing User related data may be used for determining an
expertise level of a User.
[0047] In a preferred embodiment, the User may be given a chance to
self declare their expertise level 106. This would allow, for
example, an otherwise perceived advanced expertise level User to
receive refresher information if so desired or allow an otherwise
perceived beginner expertise level User to see highly detailed
information that might have otherwise been assumed too advanced for
the User's level of understanding. The User's self declared
expertise level 106 may be used to override all other User related
data by the Rules Engine 107 and the Rules Engine 107 may assign
the self declared expertise level to the expertise level of the
User.
[0048] The User related data used by the Rules Engine 107 is not
limited to just the items previously listed and not all of the
items listed need to be used in every embodiment of the invention.
Depending on the purpose of the Web site, other types of User
related data may also be used by the Rules Engine 107 to determine
an expertise level of the User for one or more topics presented by
the Web page.
[0049] The Rules Engine 107 may also receive data regarding the
topics on a Web page 109. It should be noted that Web sites
typically have a plurality of Web pages and more than one Web page
may be processed at a time by the Rules Engine 107. The Rules
Engine 107 may determine an expertise level of the User for one or
more topics on the Web page. In preferred embodiments, an expertise
level is found for as many of the topics on the Web page as
possible. This permits the greatest possible customization of the
Web page for a User. For example, if 10 discreet topics are
illustrated on a Web page, it is preferred that 10 expertise levels
are found for the User, one for each topic. Due to the particular
nature of some topics, it may be desirable to present some topics
identically to all Users irregardless of their expertise level for
the topic. In this case, the expertise level for that topic may be
disregarded.
[0050] It may not always be possible to determine an expertise
level for all the topics in a Web page for a User as relevant User
related data may not be available or too difficult to obtain for
one or more topics. In such a case a default expertise level may be
assigned to the User for those topics. It is preferred to assign
the most common expertise level of Users as a default, but other
default expertise levels may also be used where an expertise level
of a User for a particular topic cannot be determined by the Rules
Engine 107.
[0051] The expertise levels for each topic 108 on the Web page may
be expressed on any desired scale. As one non-limiting example, the
Rules Engine 107 may assign a User a "novice", "intermediate" or
"advanced" expertise level for one or more topics on a Web page.
While three discreet expertise levels are illustrated in this
example, in practice, any number of expertise levels may be used.
As another example, an expertise level for a given topic may be
expressed on a scale from one to 100. The scale of the expertise
levels may also be changed from topic to topic, even on the same
Web page. For example, one topic on a Web page may use a scale with
two expertise levels, e.g. beginner, expert, while another topic on
the same Web page may be expressed with ten expertise levels.
[0052] While the expertise level 108 of a User will commonly refer
to the technical level or depth of understanding of the User for a
given topic, the term is not so limited. In some applications, it
may be desirable for the expertise level 108 of the User to refer
to a "User's type". For example, an expertise level 108 for a User
may classify a User's expertise level as a "personal account",
"home business", "small business" or "corporate account". As
another example the expertise level may be scaled as "tech savvy",
"tech comfortable" or "beginner". An expertise level having a
User's type may be very useful in deciding how to design and
customize a Web page for the User.
[0053] In preferred embodiments, the scale of the expertise level
108 is selected so as to provide the best possible input into a
Display Engine 110. The Display Engine 110 accepts one or more
expertise level(s) for a User and customizes a selected Web page
for the User based on the User's expertise level(s). The Display
Engine 110 may start with a general layout or template of the Web
page and customizes the Web page based on the User's expertise
levels for one or more topic(s) on the Web page. It is also
possible for the Web page to be designed where topics of interest
for the User are positioned in a prominent location. For example,
if a User has a high expertise level in a given topic, signifying
an interest in that topic, information regarding that topic may be
placed at the top of the information presented to the User. In
other embodiments of the invention, the expertise level of a User
for a particular topic or topics can be used to direct the User
through a particular path on a Web site. For example, links or
other methods for traversing a Web site may be prominently
displayed that direct the User to content appropriate for their
expertise level. A Web site may even automatically take a User to a
Web page appropriate for their level. For example, a User having a
low expertise level may be taken to an introductory Web page while
an advanced User may be taken to a Web page discussing the latest
upgrades to the Web site's products or services.
[0054] The customization of a Web page will may alter the User
interface for the Web page which may include one or more of the
following: copy (text), graphics, images, layout, order of items
and/or products offered or highlighted 111 on the Web page. This is
a non-limiting list and anything used by a Web page may be
customized by the Display Engine 110 based on the expertise level
108 of the User. In preferred embodiments, the higher or more
advanced the expertise level of the User for a topic, the smaller
and more detailed the text and the smaller and fewer the graphics
and images for the topic.
[0055] Users with a higher expertise level may receive advanced
topics explained in highly technical language without the
presentation of basic concepts or introductory material. On the
other hand, Users with a lower expertise level for a topic may be
offered very basic information on the topic written in a larger
font accompanied by larger images or graphics and written at an
introductory level. In addition, lower level expertise level Users
may receive prominent links to a frequently asked questions (FAQs)
section or links to other sources of beginner's information.
[0056] Once the Display Engine has designed and customized a Web
page based on the expertise level(s) of the User for the topic(s)
on the Web page, the Display Engine may assist in the process of
transmitting the Web page, typically written in HTML, over the
Internet to the User's browser so the User may view the Web page on
the User's computer.
[0057] With reference to FIG. 4, a method is disclosed for a client
application to receive customized information from a server. In
this embodiment, a User uses a client having a client application
to select information from a server, wherein the information has at
least a first topic. (Step 400) The server identifies a first
expertise level of the User for the first topic. (Step 401) The
server customizes the format of the information based on the first
expertise level of the User for the first topic. (Step 402)
Finally, the server transmits the customized information to the
client. (Step 403) The server and the client application may
communicate with each other over any communication network, such
as, but not limited to, wireless telephone networks, the Internet
or a combination of communication networks. The transmitted
information may include more than a first topic and an expertise
level for the additional topic(s) may also be found and used to
customize the information transmitted to the client application.
While the information may comprise a Web page, other formats or
protocols of information may also be transmitted from the server to
the client application. The server may be any device that stores
information and allows access to the information via a
communication network. A client may be a computer, telephone or
other device that receives information from a server. The client
application resides on the client and may be a browser, a smart
client or any other application for presenting the information to
the User.
[0058] With reference to FIG. 5, a method is disclosed for
customizing a Web page in a Web site based on a User's expertise
level. In this embodiment, a User selects to view a Web page, on a
Web site, having a first topic and a second topic. (Step 500) The
Web site identifies a first expertise level of the User for the
first topic and, preferably, also for the second topic. (Step 502)
The Web site designs and customizes the Web page using the first
expertise level of the User for the first topic, and, preferably,
also for the expertise level of the User for the second topic.
(Step 503) The Web site may then display the customized Web page to
the User. (Step 504) In preferred embodiments, additional topics
and expertise levels of the User for those topics may be found and
used during the customization process of the Web page for the
User.
[0059] With reference to FIG. 6, a method is disclosed for
customizing a Web page in a Web site based on a User's expertise
level. In this embodiment, a User selects to view a Web page, in a
Web site, having a first topic and a second topic. (Step 600) The
Web site identifies an expertise level of the User for the first
and second topic. (Step 601) Finally, the Web site selects a
product to display for the User to purchase based on the expertise
level of the User for the first and second topic. (Step 602) While
this embodiment may be accomplished analyzing only a single topic,
the more topics analyzed may improve the selection of the product
to offer the User. For products or services that are typically
repeatedly purchased by a User, past purchasing behavior of a User
may be an excellent indicator of the products that should be
highlighted or offered for sale to the User.
[0060] With reference to FIG. 7, a method is disclosed for
customizing a Web page based on a User's dynamic expertise level.
In this embodiment, a User selects to view a Web page, on a Web
site, having a topic. (Step 700) The Web site identifies an
expertise level of the User for the topic at a first time. (Step
701) The Web site customizes and displays the Web page to the User
based on the expertise level of the User for the topic at the first
time. (Step 702) The User selects to view the Web page at a
subsequent time. (Step 703) The Web site identifies a subsequent
expertise level of the User for the topic at the second time. (Step
704) The Web site customizes and displays the Web page to the User
based on the subsequent expertise level. (Step 705) In preferred
embodiments, the User's expertise level is monitored over time (the
User's expertise level for a topic is likely, but not necessarily,
going to increase over time) and used to customize the Web page to
match the User's current expertise level for the topics presented
on the Web page.
[0061] With reference to FIG. 8, a method is disclosed for a client
application to customize information received from a server for
presentation to a User. In this embodiment, a User uses a client
application to select information from a server, wherein the
information has at least a first topic. (Step 800) The client
application may be, for example, a browser or a smart client and
may reside on a client having the resources to support the client
application. The server transmits the information to the client
application over a communication network or a combination of
interconnected communication networks. (Step 801) The client
application identifies a first expertise level of the User for the
first topic. (Step 802) The client application customizes the
format of the information based on the first expertise level of the
User for the first topic. (Step 803) Finally, the client
application displays the customized information to the User. (Step
804) In preferred embodiments, additional expertise level(s) of the
User for additional topic(s) may be used in customizing the
information. Other improvements may be made by storing User related
data on the client for easy access by the client application.
[0062] With reference to FIG. 9, a method is disclosed for
customizing a Web page based on a search term entered into a Search
Engine. In this embodiment, a User enters a search term into a
Search Engine. (Step 900) The Search Engine displays a plurality of
links to a plurality of Web sites to the User. (Step 901) The User
selects a link to a Web site. (Step 902) The Search Engine
transmits to the Web site the search term entered by the User.
(Step 903) A Rules Engine 107 determines a search term expertise
level of the User based on the search term. (Step 904) The Web site
may customize and transmit a Web page to the User based on the
search term expertise level of the User. In preferred embodiments,
the Web page is customized by also finding and using expertise
levels of the User for one or more topics previously found by the
Web site.
[0063] With reference to FIG. 10, a method is disclosed for
customizing a Web page based on a search term entered into a Search
Engine by a User. In this embodiment, a User enters a search term
into a Search Engine. (Step 1000) The Search Engine displays a
plurality of links to a plurality of Web sites to the User. (Step
1001) The User selects a link to view a Web page on a Web site.
(Step 1002) The Search Engine communicates the search term to the
Web site. (Step 1003) The Web site uses a Rules Engine 107 to
determine a search term expertise level of the User based on the
search term used by the User. (Step 1004) The Rules Engine 107 may,
for example, analyze the subject matter or technical level of the
search term in determining the search term expertise. The Web site,
preferably through a Display Engine, offers a product for sale to
the User based on the search term expertise level of the User.
(Step 1005) In a preferred embodiment, the product offered for sale
to the User is also based on the expertise level of the User for
various topics on the Web pages in the Web site.
[0064] With reference to FIG. 11, a method is disclosed for
customizing a Web page based on a search term entered into a Search
Engine by a User. In this embodiment, a User enters a search term
into a Search Engine. (Step 1100) The Search Engine displaying a
plurality of links to a plurality of Web sites to the User. (Step
1101) The User selects a link to view a Web page, on a Web site,
having a topic. (Step 1102) The Web site customizes the Web page
using the search term and displays the Web page to the User. (Step
1103) The Web site identifies an expertise level of the User for
the topic at a subsequent time. (Step 1104) Finally, the Web site
customizes the Web page using the expertise level of the User for
the topic at the subsequent time and displays the Web page to the
User. (Step 1105) In a preferred embodiment the expertise level of
the User is monitored over time and the design and customization of
the Web page is based on the expertise level of the User for the
topics at the time the Web page is selected.
[0065] With reference to FIG. 12, a method is disclosed of using an
expertise level Rules Engine 107 to customize a User interface of a
Web page. In this embodiment a Web site obtains User related data.
(Step 1200) The Web site enters the User related data into a Rules
Engine 107. (Step 1201) The Rules Engine 107 enters a first and a
second expertise level for a first and a second topic,
respectively, for the User into a Display Engine. (Step 1202) The
Display Engine creates a customized User interface using the first
and the second expertise level. (Step 1203) Finally, the Web site
displays the customized User interface to the User. (Step 1204) In
a preferred embodiment, the usage patterns of the User on the Web
site are analyzed to determine different expertise levels of the
User for the different topics on the Web pages.
[0066] With reference to FIGS. 2 and 13, a method is disclosed of
using an expertise level Rules Engine 107 to customize an e-mail to
a User. In this embodiment a Web site obtains some User related
data. (Step 1300) The Web site enters the User related data into a
Rules Engine 107. (Step 1301) The Rules Engine 107 determines a
first and a second expertise level, for a User, for a first and a
second topic, respectively. (Step 1302) An Email Engine 200 creates
an email using the first and the second expertise level of the
User. (Step 1303) The Email Engine 200 customizes the copy/text,
graphics, images, layout, template and offered products 201 in the
email. Finally, the Web site transmits the email to the User. (Step
1304) In a preferred embodiment, the expertise level of the User
may be determined for the topics in the email and then the contents
of the email may be matched to the expertise level of the User to
the topics in the email.
[0067] With reference to FIGS. 3 and 14, a method is disclosed of
using an expertise level Rules Engine 107 to customize the handling
of a support inquiry to a support entity. In this embodiment a Web
site obtains some User related data. (Step 1400) The Web site
enters the User related data into a Rules Engine 107. (Step 1401)
The Rules Engine 107 determines an expertise level for the User.
(Step 1402) A support entity receives a support inquiry from the
User. (Step 1403) Using a Call Center Engine 300, the support
entity routes the support inquiry from the User to one technical
support person out of a plurality of technical support persons
based on the determined expertise level of the User. (Step 1404)
This method increases the efficiency of the support entity by
immediately matching advanced Users with more experience technical
support persons that are more likely to be able to solve the issues
of an advanced User. The support entity may be, for example, a call
center or a web board. The support inquiry may be, for example, a
service call to a call center or an electronic message to a web
board.
[0068] With reference to FIG. 15, a method is disclosed for using
an expertise level Rules Engine 107 to customize the handling of
service calls to a call center. In this embodiment, a Web site
obtains some User related data. (Step 1500) The Web site enters the
User related data into a Rules Engine 107. (Step 1501) The Rules
Engine 107 determines a plurality of expertise levels for the User
for a plurality of topics. (Step 1502) A call center receives a
call from the User. (Step 1503) A Call Center Engine 300 determines
whether the call is related to one of the plurality of topics.
(Step 1504) Finally, the call center routes the call from the User
to one technical support person out of a plurality of technical
support persons based on the expertise level of the User for the
topic of the service call. (Step 1505) In a preferred embodiment,
an expertise level of the User is determined for as many topics as
possible on the Web site so that an expertise level of the User for
the topic of the service call is more likely to be known.
[0069] In view of the foregoing, it will be understood by those
skilled in the art that the methods of the present invention can
facilitate the presentation of information at an appropriate level
to a User. The information may be presented to the User on a Web
page, an email or via a support entity. The above-described
embodiments have been provided by way of example, and the present
invention is not limited to these examples. In order to provide a
context for the invention, Web sites, Web pages and the Internet
where used in many of the examples to describe particular aspects
of the invention. However, many of the concepts presented are not
limited to Web sites, Web pages and the Internet and may also be
accomplished using servers, client applications and communication
networks in general. Multiple variations and modification to the
disclosed embodiments will occur, to the extent not mutually
exclusive, to those skilled in the art upon consideration of the
foregoing description. Such variations and modifications, however,
fall well within the scope of the present invention as set forth in
the following claims.
* * * * *