CA2311869A1 - Apparatus and method for collecting and reporting comments from users of goods and services of providers - Google Patents

Abstract

An information feedback apparatus for collecting, analyzing, and reporting information by persons on goods and/or services offered by providers to such persons as users or consumers of the goods and/or services in which at least one recorder is accessible for operation by the persons to whom goods and services are offered by a provider for receiving at least one discrete oral comment regarding the goods and services to create a collection of discrete oral comments. A
communicator communicates the collection of discrete oral comments via an interactive electronic computer network to an electronic database for storing with other such discrete oral comments. An analyzer creates a normalized representation of each discrete oral comment, which normalized representation comprises useable information from the discrete oral comment about the goods or services subject of the discrete oral comment, which normalized representation is stored in the electronic database. A reporter accessible by the interactive computer network selects and reports to an inquirer information from the electronic database, whereby the inquirer can effect changes in response to the oral comments. A method, preferably using an interactive electronic computer network, for collecting, analyzing, and reporting information and comments on goods and services offered by providers to users and consumers is disclosed.

Description

APPARATUS AND METHOD FOR COLLECTING AND REPORTING
COMMENTS FROM USERS OF GOODS AND SERVICES OF PROVIDERS
TECHNICAL FIELD
The present invention relates to apparatus for receiving and reporting informational comments by users and consumers of goods and services offered by providers. More particularly, the present invention relates to apparatus and methods that collect, analyze, and report user or consumer informational comments for providers to respond to consumer perceptions about the goods and services.
BACKGROUND OF THE INVENTION
Monitoring of consumer satisfaction and perceptions about goods and services provided by retailers is becoming increasingly important. The importance of such information arises from the competitive nature of retail delivery of high quality products and services. Consumer expectations generate demand for high quality in the products and services being delivered. Companies which provide high quality products and services to customers readily measure their success by increased profitability. Studies have reported that excellent customer service adds as much as twelve percent to profit margins. Repeated failures at customer service, or worse, consumer perceptions of failures to deliver quality customer service and goods can lead to mediocre economic performance and to possible failure of the provider as a business entity.
Recognition of the importance of customer service has led a number of providers of goods and services to emphasize commitments to customer service in their advertising and promotional materials distributed to consumers. To consumer-oriented organizations, the loss of even one customer is significant. Researchers have found that it costs up to five times as much to acquire a new customer as it does to keep an existing one. A S%
increase in customer retention can lead to as much as a 30% improvement in earnings. Other studies have shown that only 4% of dissatisfied customers complain; the significant majority merely leave the store, and of these 91% of the dissatisfied do not return. In order to avoid losing a customer or a potential customer, providers recognize they must acquire and respond to feedback of consumers regarding satisfaction and perceptions of the products and services delivered by the provider.
The failure to obtain consumer feedback and to respond can be a problem having an unknown scale for a provider. For example, an unhappy customer is particularly more likely to complain about a "bad" experience than is a consumer likely to talk to friends and acquaintances about a "good" experience. It is estimated that a single bad experience with a provider can be communicated up to ten or more friends and acquaintances.
Generally each of these individuals repeats the description of the bad experience to additional numbers of people. Each of these secondary contacts often repeats the description of the experience, as best recalled, to other individuals at a tertiary level from the direct experience. The spreading story of the one disgruntled consumer can easily reach a hundred or more potential consumers. Accordingly, it is recognized as better for providers that the customer complain to the management of the provider than to the customer's friends. This enables the provider to respond to the particular issue and to head off the spread of generally unfavorable comments regarding the provider.
There are a variety of mechanisms to meet the needs of providers to receive comments from consumers. One mechanism is to use independent market research firms to collect consumer comments as feedback of the performance of the provider.
Many marketing research firms offer specialized programs in measurement of customer service. These research firms also consult, implement, and operate customer response systems on behalf client providers.
Obtaining customer comments for analysis, and reporting of same to the providers, takes many different forms. Two widely used mechanisms for collecting consumer information are paper-based surveys and comment cards, which are typically found at consumer service desks or at point-of sales areas. These collection tools typically provide a simple check list of attributes of various business processes, such as customer service, product selection, and the like, with several descriptive adjectives or a ranking system using a range of numbers in order to rate the provider, its products, or its services, on a range from low to high, poor to excellent. For example, the ranking for each of the selected categories may be "poor", "less than satisfactory", "satisfactory", "very good", "excellent" which may also be reflective of a numerical range of 1 to 5 inclusive. The cards typically provide space for the consumer to write an individualized comment. Benefits of comment cards include the ability to easily and economically perform statistical analyses and give users of the information quantifiable results.
However, non-response bias and other biases can render analyses meaningless.
If biases can be minimized, comment card survey results can be consistently applied form time period to time period and between locations. Aside from statistical biases, comment cards have additional flaws. Comment cards are generally not timely. Cards are often mailed by consumers to a central location, and it may take weeks to process and report the cards. For the operational manager and associates at the store level, recall of specific situations makes the task of training and problem resolution difficult. Also, the time and effort required to fill out cards is often a deterrent, which can lead to further dissatisfaction. Consumers may view the cards with skepticism because there is little assurance to the consumer that the information reported will be acted upon or even noticed by the provider. Further, most surveys and comment cards may address specific attributes and scores given to those attributes, but will not address the underlying reasons why consumers gave particular scores. Also, questions asked on surveys are typically closed-ended, i.e., the survey does not allow the consumer to record thoughts, comments or reasons for a qualitative response about specific issues relevant to them and their experience.
Another important source of consumer comments is the customer service desk.
The functions performed at the customer service desk primarily include merchandise return and exchange, packaging, and delivery of merchandise with the attendant responsibility of handling of customer complaints. A primary benefit of an active customer service desk is the personal interaction provided by the representative of the provider and the potential ability to address immediately the needs or perceptions of the consumer. However, customer service desks generally incur difficulty in operating as an effective recipient or processor of customer feedback. While the clerks may listen to the comments by consumers, and even take steps to respond to complaints, providers often lack formal systems to record consumer concerns for the benefit of company-wide learning and training. Other problems with collecting feedback at consumer service desks include consumer anxiety from face-to-face confrontation (which has a deleterious effect on the frankness or completeness of the information); a filtering effect in which the recipient of the information may choose not to pass along the exact content of information to supervisors; the recipient may choose not to document or act on the information at all; the location of the desk may not be convenient for delivery of feedback information; and consumers may not provide feedback if they have to wait to speak with a service representative.
Toll-free consumer response telephone lines are another tool often employed by providers of goods and services. Toll-free telephone lines provide managers with a means of gaining insight into consumer complaints and perceptions. However, these systems also have drawbacks. Consumers must remember or otherwise record the number to call and remember to call at a later time. The time spent waiting on the telephone or interacting with a non-human (mechanical) operator can cause additional dissatisfaction and have a negative effect on consumer loyalty. The time required to report perspectives and complaints may cause the consumer to exit prematurely from the process. Also, there is often a lag time between the actual experience and the recording of the consumer's information, as well as a lag time of processing and reporting of the consolidated results. These time lags tend to dilute the meaning, importance, and actionability of the information for management and employees. Because of the considerable hurdles for consumers evident in these drawbacks discussed above, only the most determined consumers with the feedback actually provide the feedback.
This often biases the results.
Market research firms employee two other common consumer collection devices, focus groups and mystery shopping. Focus groups consist of a small number of specially screened individuals who provide thoughts and perceptions on various market activities of concern to the provider. Because focus groups' employ a live interviewer in an intimate setting with real or potential customers, focus groups can provide in-depth qualitative analysis of particular problems, opinions, and ideas for improvement.
However, focus groups have drawbacks as well. They are expensive, typically costing $4,000 - $5,000 per ten person groups. Feedback is not top of mind and fresh from experience. Biases can result from differences in mediator style, lack of a representative sample, and extrapolation from a very small group to a larger population.
Also, focus groups are not continuous, but rather reflect consumer thoughts at a particular point in time.
Mystery shopping evolved as a means for managers to gather specific operational performance data. Hired shoppers measure the effectiveness of employee procedures and responsiveness to consumer needs by visiting a site and acting as a real consumer.
But mystery shopping as a data collection tool has its limitations. The shoppers are not real consumers with authentic concerns and observations, and as a consequence, the reports may lack objectivity. Mystery shoppers often are biased toward collecting negative feedback. Feedback results are limited because the opinions of one individual are used sometimes to represent tens of thousands of transactions and experiences. The shopper may be desensitized to various aspects of the shopping experience to which actual customers might react. Also, there is a significant lag time between the shopping procedure and report. This dilutes the actionability and relevance of the information for the receiving managers and employees.
Further, comments and perceptions of goods and services are likewise valued by providers in circumstances other than consumer shopping. For example, organizers of conventions and trade shows, training seminars, amusement parks, and other group events, similarly seek comments from users of these group-event services.
Previously, the information is collected by techniques and mechanisms discussed above. The collected information is evaluated in efforts to provide more meaningful or satisfactory group events in terms of content, services, goods, and facilities.
Additionally, the access and use of the information may be significantly important to such providers, and the delays inherent in prior information collecting and reporting are unsatisfactory.
It is thus seen that a need exists for improving the collection, analysis, and reporting of user or consumer perceptions about goods or services offered by providers These enhancements should fall in the areas of timeliness, relevance and actionability of information provided, in order to aid managers in their continuous strategic and tactical improvement efforts. It is to the provision of such that the present invention is primarily directed.
SUMMARY OF THE PRESENT INVENTION
The present invention meets the need in the art by providing an information feedback apparatus for collecting, analyzing, and reporting information by persons on goods and/or services offered by providers to such persons as users or consumers of the goods and/or services. The information feedback apparatus comprises at least one recorder accessible by the persons to whom goods and services are offered by a provider.
The recorder is selectively operable by at least one of the persons for receiving at least one discrete oral comment regarding the goods and services to create a collection of discrete oral comments. A communicator communicates the collection of discrete oral comments from the recorder to an electronic database that stores the collection of discrete oral comments with other such discrete oral comments. An analyzer creates a normalized representation ofeach discrete oral comment in the collection of discrete oral comments. The normalized representation comprises useable information from the discrete oral comment about the goods or services subject of the discrete oral comment, and the normalized representation is stored in the electronic database. A
reporter is used by an inquirer to select and report information from the electronic database.
The report generated by the reporter provides information to the inquirer for responding to perceptions of persons to its providing goods or services, whereby the inquirer can effect changes in response thereto.
In another aspect, the present invention provides a method of collecting, analyzing, and reporting information by persons on goods and/or services offered by providers to such persons as users or consumers of the goods and/or services, comprising the steps of:

(a) providing at least one recorder accessible by persons to whom goods or services are offered by a provider, said recorder selectively operable by one of said persons for receiving at least one discrete oral comment regarding the goods or services, to create a collection of discrete oral comments from said persons;
(b) communicating with a communicator via an interactive computer network from said recorder to an electronic database that stores said collection of discrete oral comments with other such discrete oral comments;
(c) creating a normalized representation of each discrete oral comment in the collection of discrete oral comments, said normalized representation comprising useable information from the discrete oral comment about the goods or services subject of the discrete oral comment, and said normalized representation stored in said electronic database;
(d) reporting via said interactive computer network to an inquirer selected information from said electronic database, whereby the inquirer, being provided with information as to perceptions of persons to the providing goods or services, can effect changes in response thereto.
Objects, advantages, and features of the invention will become apparent upon reading the following detailed description of the present invention in conjunction with the drawings and the appended claims.
BRIEF DESCRIPTION OF THE DRAWINGS
Fig. 1 is a schematic block diagram of the architecture of the information feedback apparatus of the present invention for collecting, analyzing and reporting comments on goods and services offered for sale to consumers.
Fig. 2 is a perspective view of a recording station used in the information feedback apparatus of the present invention.
Fig. 3 is a interactive screen used for normalizing the raw oral comment recording at the recording station in Fig. 2.
Fig. 4 is a computer screen used for selecting normalized comments for analysis.
Fig. 5 is a representative report of analyzed normalized comments.
Fig. 6 is a schematic block diagram of a kiosk for use in collecting comments from persons offered goods or services by a provider.
Fig. 7 is schematic block diagram of the information collecting and reporting apparatus of the present invention in an interactive electronic computer network.
Fig. 8 is a screen display illustrating provider access to the collected information in the information collecting and reporting apparatus illustrated in Fig. 7.

_7_ Fig. 9 is a screen display illustrating information in the database of the information collecting and reporting apparatus illustrated in Fig. 7, for selective audible reporting to a provider.
Fig. 10 is a graphical screen display illustrating usable information in the database of the information collecting and reporting apparatus illustrated in Fig. 7, for selective reporting to a provider.
Fig. 11 is a second graphical screen display illustrating usable information in the database of the information collecting and reporting apparatus illustrated in Fig. 7, for selective reporting to a provider.
Fig. 12 is a graphical screen display illustrating usable information in the database of the information collecting and reporting apparatus detailed from the information illustrated in Fig. 11, for selective reporting to a provider.
Fig. 13 is a screen display illustrating usable information in the database of the information collecting and reporting apparatus detailing the information illustrated in Fig. 12, for selective reporting to a provider.
Fig. 14 is a screen display for entry of a manager's response to a comment by a person using the information collecting and reporting apparatus.
DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS
Referring now in more detail to the drawings in which like numerals indicate like parts throughout the several views, Fig. 1 illustrates in block diagram form a schematic of the architecture of an embodiment of a consumer feedback apparatus 10 according to the present invention for collecting, analyzing, and reporting consumer comments on goods and services offered for sale to consumers by a provider. The provider locates a comment receiving station 12 in a convenient location for consumers to selectively operate 14 a recorder for receiving oral comments from the consumer C. After the comment is recorded by the consumer C, a date and time is associated 16 with the comment. The recording station 12 includes a storage device for recording a plurality of comments from one or more consumers C. In a illustrated embodiment, the recording station includes a digital recording device. Such devices typically include a date and time "stamp" for recorded messages. In an alternate embodiment of the apparatus 10, the provider assigns to consumers a unique identifier 11. The consumer C
enters the identification code selectively upon recording the comment 16 and upon making purchases. In this way, the provider tracks the comments and purchasing activity of the consumer. The collection of oral comments with the time stamp and consumer identification 11 are then communicated 18 to an analyzer for analysis and recording on a data base.

_g_ Each discrete oral comment by a consumer C is analyzed 20 and a normalized representation is created. Normalized representations include comment factors comprising a comment category 24, at least one descriptor 26, at least one dimension 28, and an attitude 30. The comment factors 22 are used to convert the raw oral comments into useable information about goods and services i.e., for statistical analysis, whether the comment is a compliment, complaint, or idea for improvement as discussed below.
The normalized representation is stored on a database driven by a microprocessor computer 32 which includes a display screen, microprocessor, a keyboard, and a mouse-type entry device. Using a reporter 34, normalized representations are selected according to the category, descriptor, dimension, attitude, and time, for reporting 36 information to the provider for responding to perceptions of consumers about delivery and execution of services and goods and for monitoring levels of customer satisfaction according to a provider-defined index.
Figure 2 is a perspective view of an illustration of the recording station 12.
In the illustrated embodiment, the recording station 12 is a stand alone apparatus having a base 40 from which a pedestal 42 extends upwardly to support a housing 44 for the recording apparatus. A recorder is held in the housing 44 and a microphone 46 is attached to a front plate 48 of the housing 44. In the illustrated embodiment, a lamp 50 illuminates when the recorder is in operation. The front panel includes promotional information and instructions for use of the recorder. In the illustrated embodiment a foot pedal 52 is pivotally connected at one end 54 to the base 40. The foot pedal 52 is biased to an off position and is movable to an actuated position, whereby the recorder in the housing 44 is operated. In an alternate embodiment (not illustrated), the recording station 12 mounts to a wall, with a push on/off switch affixed to the face of the recording. In the alternate embodiment in which consumer identification numbers 11 are tracked, the recording station 12 includes an entry device 51, such as a numeric keypad, a bar code scanner, or a magnetic swipe card reader. Using the keypad, the consumer enters the particular identification number. A bar code card with the consumer identification number is read by the bar code scanner. A card with the magnetically encoded identification number is passed through a reader. These devices activate the recorder for receiving comments.
In the illustrated embodiment, the recorder connects by a telephone wire 56 to a telephone communications system, such as a PBX. In this manner, the recording station 12 is assigned its own telephone extension number. This facilitates dial capability for selectively communicating the recorded collection of oral comments from the recorder to the analyzer 20, as discussed below.
Figure 3 is an interactive display screen used for normalizing the raw consumer comments recorded at the recording station illustrated in Figure 2. According to the present invention, the raw comment is analyzed and converted to a normalized representation comprising a comment category, at least one descriptor, at least one dimension and an attitude. These characteristics facilitate handling and dealing with large amounts ofnon-uniform, subjective comments and impressions covering products, services, and facilities of the provider. These characteristics provide a hierarchial means for analyzing and reporting comments by consumers. The interactive screen 60 includes site identification information generally designated 62. In the illustrated embodiment, the site information 62 includes a store number 64, a store name 66, and a station number which identifies the particular recording station 12 at which the raw comment was recorded. For example, larger stores may use several recording stations 12 placed at several separate locations in the store. Each comment is assigned a sequential comment number 70 for purposes of tracking and correlating the normalized representation with the original raw comment. The screen also displays the date 72 and the time 74 that the raw comment 76 was recorded.
The normalized comment is then assigned to one of the comment categories 78 in a selectable field shown on the screen 60. A cursor on the microprocessor 32 is moved to the selected category and actuated to set the comment category. Table 1 below lists the comment categories in the illustrated embodiment for tracking consumer comments regarding goods and services provided by a retail department store.

COMMENT CATEGORIES
Category Description Product Products sold by the store Service Services of the store, including sales persons, delivery persons, and customer service staff Physical Physical aspects of the store, including location, accessibility, appearance and the like Management Aspects of the management of the store including policies and procedures practiced by the store and its employees Other Miscellaneous comments not otherwise classified Each raw comment is also analyzed for determining at least one descriptor 80.
The descriptors identify or name the subject matter of the comment. In the illustrated embodiment, a hierarchy of descriptors may be selected in order to more specifically identify the subject matter of the comment. Table 2 shows a list of descriptors for the comment categories described above for department stores, together with definitions of the descriptors. In the illustrated embodiment, the analyzed descriptors are typed into the appropriate descriptor field 80. The cursor of the microprocessor computer 32 is positioned on a field identifier 81, and the cursor is actuated by pressing a switch on the conventional mouse device attached to the computer. This causes a window to open on the screen 60, for displaying an alphabetical list of predetermined potential entries for the particular field. For example, the selectable departments for a department store include, but are not limited to, fashion, junior, linens, mens wear, toddlers, and so forth.

DESCRIPTORS FOR COMMENT CATEGORIES
CATEGORY/
DESCRIPTORS DEFINITION EXAMPLE
Product Department Sales department subject of the Men's comment Product Generic name of the product subject Suits of the comment Provider Name of the manufacturer or brand Giovanni name of the product Type Description of the product Blue, plaid, Wool, in "46 short"
Service Department Sales department subject of the comment Men's Type Type of service subject of the comment Sales service Provider Name of the persons) or department subject of the comment Ph sy ical Department Name of department subject of the Men's comment Mana eg ment Department Sales department subject of the comment Men's Provider Name of persons) subject of comment Policy Rules which management has imposed Returns Other Place Place in store subject of the comment Restrooms Subject Subject of the comment Sinks Further, each comment 76 is characterized as to its dimension 82. The dimension characteristic identifies the problem or issue presented in the raw comment regarding the descriptor. The dimension characteristic relates to the quality, availability, price, knowledge, accessibility, appearance, or other attributes or aspects of a comment descriptor.
Table 3 below lists the dimension characteristics and definitions for the categories used in the illustrated embodiment of the present invention for a department store.

EXAMPLES OF DIMENSION CHARACTERISTICS FOR
COMMENT DESCRIPTORS WITHIN EACH CATEGORY
Category/
Dimension Definition Product Quality The condition or quality of the products Availability The availability of the product - too many, too few Price Price in terms of perceived value Service Availability Whether the service sought by the consumer was available Courtesy The behavior of the service provider Knowledge The responsiveness and ability of the provider to provide the service Ph s~ ical Accessibility Buildings and facilities Appearance Comments regarding appearance, i.e., cleanliness Management Availability Whether a person is accessible Knowledge Responsiveness and ability of provider Other Quality Quality of product or service Availability Miscellaneous comments on availability of goods or services Finally, each comment 76 is assigned an attitude characteristic 84 which provides an indicator of the overall attitude expressed in the oral comment 76 by the consumer.
For example, attitudes in the illustrated embodiment are "poor", "non-existent", "good", "desired", and "excellent", which describe a range of possible consumer attitudes towards the comment descriptors and dimensions described above.
In one embodiment of the present invention, the analysis of the raw comment 76 is conducted by a transcribes who has knowledge of the predetermined list of comment categories, descriptors, dimensions, and attitudes. In the embodiment illustrated in Figure 3, raw comment 76 "I think you need to offer a greater variety of Liz Clairborne sweaters in smalls and mediums" is analyzed to a normalized representation "Consumer desires a variety of sizes in Liz Claiborne sweaters in sportswear". In alternate embodiments of the present invention, the categories 24, the descriptors 26, the dimensions 28, and the attitudes 30 are defined to relate to the particular provider involved, so that the information generated from the spontaneous comments of the consumers is tailored to the needs of the provider.
As discussed above, the transcribes uses a "mouse"-type entry device on the microprocessor computer 32 to select or highlight the characteristic being evaluated.
Highlighting the characteristic brings up a window which displays the available predetermined list of terms for that characteristic. The analyzer selects the terms that best reflects the characteristic of the comment being normalized.
In an alternate embodiment, a digital representation of the raw oral comment is scanned by a semi-automatic analyzer implemented on the microprocessor. This analyzer includes a database of digital representations of the predetermined list of terms, or words associated with each characteristic in normalized representations.
Each digitized term is compared with the digitized patterns of the raw comments. If the term is located within the digitized pattern of the raw comment, the term is entered into field for the appropriate normalized representation characteristic. The preliminary scan and analysis by comparing digital patterns reduces the time and work required of transcribers to analyze and create the normalized representations of the oral comments. The present invention thereby provides natural language processing for normalizing the oral comments.
The normalized comment shown on the screen 60 is thereafter recorded in a database accessible through the microprocessor computer 32. The database is a commercially available relational database, such as ACCESS brand database software provided by Microsoft, Inc. Figure 4 illustrates a computer screen display 90 used for selecting normalized comments for analysis and reporting. The screen includes fields for entry of identifiers and defined terms by which the normalized comments can be selected and evaluated. The inquiry screen 90 includes a pair of fields 92 and 93 for identifying a store or group of stores for which reports are to be generated.
A single store identifier is entered in field 92 to select those comments received from one particular store. Entering a second store identifier in field 93 enables the apparatus to select and compare, i.e., compare comments from one store to those from all stores, or compare one store with another, for the identifiers entered in 92 and 93. The period for which data is selected is set by entering dates in begin date field 94 and the end date field 96. If no date is entered in either field, all comments are selected. If only a begin date is entered in field 94, comments on and after that date are selected for reporting. If only an end data is entered in field 96, comments prior to that date are selected.
In the illustrated embodiment, comments from consumers are also tracked by time, and can be analyzed by entering a desired time in the beginning time field 98 and the end time field 100. As with the date fields 94 and 96, if no time is entered, all comments for the dates entered in fields 94 and 96 are selected. If only a beginning time is entered in field 98, comments on and after that time for the dates are selected for reporting. If only an end time is entered in field 100, only comments prior to that time for each date are selected.
The report selection screen 90 also includes comment category selection fields 102 for selecting the category of comments to be analyzed and reported on. The descriptor fields 104 provide for selecting the category descriptors for analysis. If no descriptor is entered, all descriptor comments are selected. Similarly, entries may be made in the dimension fields 106 to select only comments of the particular dimensions entered. If no entry is made, all dimensions of comments are selected for analysis and reporting. The type of attitude to be selected and analyzed is entered in an attitude field 108. If no attitude is entered, all attitudes will be selected and analyzed.
A query submission button 110 on the screen is activated, in order to transmit the entered selected fields to the selection and reporting apparatus. Upon completion of the selection and analysis, the query screen 90 reports the number of comments analyzed 110 and the percentage of comments involved 112. Conventional commands are used to direct the apparatus 10 to print the analysis for review and action or to display the analysis on a computer video terminal. Although not illustrated, the embodiment of the apparatus 10 tracking comments by consumer includes an entry field for selecting the consumer identification code, for analysis and reporting.
Further, it is noted that the predetermined list of descriptions, dimensions, and attitudes can be displayed in one embodiment of the apparatus 10, by placing the cursor on the particular field for the characteristic and actuating the cursor conventionally by pressing a button on the mouse device of the computer 32.
Fig. 5 is a representative report illustrating information analyzed from selected normalized comments. The report includes a heading 120 which identifies the selected stores 122 and period 124. The number of comments and attitude for each category are listed (generally 126). The report includes summaries of the normalized comments and analysis (generally 128) as well as a reference number 130. The reference number 130 is selected for displaying the raw comments for which the particular summary of normalized comments is shown. For example, reference numeral 1 relates to the summary of normalized comment "Selkoni brand watches in the jewelry department have a poor image." The report shows that 5 raw comments were used to generate this summary. Further, when the report is displayed on a computer screen, the raw comments can be selectively displayed as at 132 in order to see the oral comments that were analyzed to become the normalized representations shown in the report. Based on the reports, providers can direct attention to resolving the problems identified by the spontaneous comments of consumers for the goods and services of the provider.
In alternate embodiments, reports are available through Internet access to a home page maintained by the analyzer of the data. Audible presentation of original comments is provided over a telephone connection or through the Internet. Periodic routine reports are transmitted through E-mail, fax, or on computer disk.
The consumer feedback apparatus 10 of the present invention is used by locating at least one comment receiving station 12 at a provider of goods and services.
In the illustrated embodiment, the receiving station 12 is connected to a discrete telephone line for remote access to the recorder. A consumer approaches the recording station 12 and depresses the foot pedal 52. The pedal pivots from its biased off position to an actuated position, whereby the recorder in the housing 44 is operated. The consumer speaks into the microphone 46 which communicates signals representative of the spoken comment by the consumer to the recorder. The recording may be made digitally or by analog recorder. The date and time of the recording is associated with each comment.
A lamp 50 illuminates to indicate that the recorder is in operation. In an alternate embodiment, the station 12 is activated by a hand-pushed button or a voice-actuated microphone.
Periodically, the collection of recorded comments is communicated 18 from the recorder 42 to the analyzer 20. In the illustrated embodiment, the analyzer is contained within a microprocessor computer 32, which accesses the recorder. The recorded oral comments are communicated to the microprocessor for storage and analysis. In reference to Fig. 3, each discrete consumer comment 76 is displayed on an interactive screen for creating a normalized representation of the comment. Based upon the analysis of the comment, the normalized representation is created, including the comment category 78, at least one descriptor 80, at least one dimension 82, and the attitude of the comment 84. The normalized comment is stored in a database accessible to the computer 32. Each oral comment contains the unique identifier 70 which correlates the comment with the normalized representation.

The normalized representations may then be analyzed and reported to the provider for responding to consumer perceptions regarding goods and services offered by the provider. In reference to Fig. 4, appropriate selection criteria are entered to the inquiry screen 90. The store or group of stores for which reports are to be generated are indicated in fields 92. The time period of comments to be analyzed is selected by entering the dates in the date fields 94 and 96. All of the normalized comments for the selected store or dates may be analyzed and reported. Similarly, categories, descriptors, dimensions, and attitudes may be selected for reporting in order to develop meaningful information for use by the provider responding to customer perceptions of the goods and services. The analyzed comments may selectively be displayed on a computer screen or printed 36.
In an alternate embodiment, the consumer feedback apparatus 10 uses a microphone which is linked to the microprocessor 32. The microprocessor 32 provides voice-to-text conversion and/or loading of the database. The conversion occurs at or near the time the consumer is making the comment. In an alternate embodiment, the comment is communicated by telephone to the microprocessor 32. In another alternate embodiment, the consumer speaks directly by telephone to a transcriber which analyzes the comment as set forth above. Other devices can be used for entering comments by consumers, including a keyboard, touch screen, electronic pad for hand-written comments, and the like. Such embodiments may require a screen/display for visual feedback of the entry of the comment by the consumer. In an alternate embodiment using wireless application protocol (WAP), a consumer is contacted within a store via the WAP telephone and offered an incentive, such as discount on purchases, to respond to survey questions. The consumer communicates the oral comments in response to the questions. In another alternate embodiment, a web site, such as on a worldwide interactive computer network, includes a hyperlink or button which permits a person to provide oral comments, for example, to survey questions, about purchased goods or services, ideas for new or future products or services, and the like. The comment is communicated via a microphone attached to the personal computer of the person visiting the site, or by separate telephone communicator to a phone number provided by the site.
Accordingly, the present invention provides qualitative evaluations of existing or future goods or services offered by providers, for example, in random solicitation of persons shopping being invited to provide comments.
Fig. 6 is a schematic block diagram of an embodiment of an information collecting and reporting apparatus 200 according to the present invention having a kiosk 202 for use in collecting comments from persons 204 offered goods or services by a provider. For example, a provider of a convention or trade show may place one or more of the kiosk 202 at the convention for obtaining informational feedback from the persons attending. The kiosk 202 in the illustrated embodiment includes a stand 206 with a display screen 208 mounted to an upper end. The kiosk 202 houses a microprocessor that communicates conventionally with the display screen 208. The display screen 208 presents instructions generally 210 for persons to operate the recording functions. These include selectable buttons preferably using conventional capacitive touch-screen technology whereby the person selects from various options including "open"
comment (not responding to a predetermined category of comment), a list of topics of interest to the provider (dimensional type information), or a list of survey questions.
For a convention, the dimensional categories include overall quality, planned subsequent attendance, recommendations, registration, food and beverage comments, exhibits and layout, and the convention center. Other dimensional categories include sessions, speakers, panels, tutorials, and the like activities found at conventions. It is to be appreciated that dimensions are developed for the particular application, whether conventions, retail purchasing, hotel services, government services, and other.
Generally, dimensions address the facilities, personnel involved in providing the goods or services, the goods or services, and the satisfaction with the goods or services. The survey questions seek responses on specific questions of interest to the provider. A
microphone on the kiosk 202 receives the oral comment, which is recorded by the microprocessor on a magnetic disk device conventional with personal computers.
Although not illustrated, the kiosk 202 in alternate embodiments has table-top, wall, and pole mounting.
Fig. 7 is schematic block diagram of the information collecting and reporting apparatus 200 of the present invention in an interactive network generally designated 212. The network is an electronic network, and this refers to data networks as well as telephone networks. A controller 214 coordinates the collection of the oral comments from the kiosks 202 and the reporting of the analyzed information via the network 212.
The collection of oral comments from the kiosks 202 communicate 216 to a central electronic database 218. The discrete oral comments are normalized 220 (as discussed above) and stored on the database. Providers then access the database via the network 212 for selecting and reporting on the comments from the persons 204 through an interactive network server computer generally known as a "web site". The reports include a summary report 222 in numeral and graphical forms, an issues report 224, and detailed comment reports 226 including the specific oral comments.
Fig. 8 is a screen display 228 illustrating provider access to the collected information in the information collecting and reporting apparatus illustrated in Fig. 7.
The access screen 228 identifies the provider entity 230. Buttons generally 232 provide access to information on the database. These buttons include a daily report 234, survey results 236, a listing 238 of the particular questions used in the survey, oral comments 240, and a return button 242. The access screen 228 includes a heading 244 identifying the displayed information as for a particular day. The display includes the useful information 246 for each discrete comment including date, time, subject (dimension), name, identification, and normalized summary, although no daily data is illustrated.
(The information is similar to that shown in the display of cumulative information illustrated in Fig. 9, discussed below). A switch button 248 switches to the cumulative report. A button 249 associated with each displayed comment (best illustrated in Fig. 9) brings up a management comment screen illustrated in Fig. 14, discussed below.
Fig. 9 is a screen display 250 of cumulative information in the database of the information collecting and reporting apparatus illustrated in Fig. 7, selected by the inquirer for display. The information reported in the screens of Figs. 8 and 9 are the qualitative information provided to the apparatus by persons commenting on goods and services. Fig. 9 particularly allows for selective audible reporting of oral comments to a provider. The screen display 250 includes the useful information 246 for each discrete comment including date, time, subject (dimension), name, identification, and normalized summary. Selecting a particular entry (see 252, for example) of a comment summary provides an audible report of the actual oral comment by the person. In the illustrated embodiment, a scroll bar 251 moves the display to other comments selected from the database 218. The screen display 250 also includes an entry field 253 whereby the provider enters a term or phrase to be located by searching the database 218.
The selected comments are then displayed in a report similar to that shown in Fig.
9. In an alternate embodiment (not illustrated), Boolean search logic permits selective combinations of terms for reporting.
Fig. 10 is a graphical screen display 254 of usable information in the database of the information collecting and reporting apparatus illustrated in Fig. 7, for selective reporting to a provider. This report is accessed via the survey results button 236 on the screen 228 illustrated in Fig. 8. The various dimensions 256 of interest to the provider are displayed with a graphical display 258 of three attitude categories 259 (excellent/very good, good, and poor/fair) together with the number of respondents in the dimension.
A button 257 causes the screen to display the specific survey questions to which the persons responded (not illustrated). This facilitates the provider's review of the comments and the questions. It may be that the comments reveal that a question should be reworded for clarity. Generally, the questions provide for comments about the quality of services overall, subsequent planned attendance, registration, food and beverages, exhibits and facilities, as well as questions about the sessions and speakers.
These -1g-survey questions are tailored to the particular event subject of the user and consumer evaluation. The present invention accordingly provides quantitative data, such as the bar graphs with responses ranging from 1 to 5 for example. However, the present invention provides the capability to ask the respondent "why" to further understand the basis of a quantitative response. The respondent can explain with an oral comment the basis of a particular rating value for a surveyed question, dimension, or issue.
Fig. 11 is a second graphical screen display 260 of usable information in the database of the information collecting and reporting apparatus 200 illustrated in Fig. 7, for selective reporting to a provider of issues raised by the comments from the persons using the apparatus 200. The issues are grouped by dimension 262, with a graphical display 264 of the attitudes 266 of the comments (positive 268, negative 270) and idea 272 or suggestion by the person. The identifiers positive 268, negative 270, and idea 272 also function as buttons to display the detailed comments about the particular dimension 262. Each dimension includes these identifiers for exploration of the comments. In the illustrated embodiment, the graph includes the number of comments for each dimension.
The report 260 also includes a summary chart 274 of dimensions, attitudes, and comments.
Fig. 12 is a graphical screen display 274 illustrating usable information in the database of the information collecting and reporting apparatus detailed from the information illustrated in the report 260 shown in Fig. 1 l, for selective reporting to a provider. Selecting the positive button 268 in the "exhibits" dimension of the report 260 results in the graphical display 274 of positive comments relating to exhibits. The issues 276 may be selected to see the comments in the particular issue. For example, the button 278 is selected to obtain the comments for the issue 276a. The comments are listed in a screen display 280 shown in Fig. 13. The report includes the useful information 246 for each discrete comment including date, time, subject (dimension), name, identification, and normalized summary for the selected issue. The button 278 on the screen 274 allows display of all comments in this dimension, as illustrated in Fig. 13.
Fig. 14 is a screen display 290 for entry of a manager's response 292 to a comment by a person using the information collecting and reporting apparatus.
The screen 290 includes a field for entry of a subject 292 which corresponds to the particular dimension or matter subject of the comment. A reference field 294 provides a cross-index to the comment, with buttons for entry of the identification information including date, time, subject, dimension, name, and person identification. A
comment field 295 provides for the manager reviewing the comment to provide comments or analysis of the comment by the person 204. An action field 296 allows entry of the action taken in response to the comment.

In a preferred embodiment, the kiosk is an NCR 7401 retail self service terminal with an Intel Pentium brand processor in a Windows NT Workstation 4.0 operating system. The display screen is conventional capacitive touch-screen technology with SVGA display for 800x600 pixels and 32K colors, with software-based decoding for full screen, full-motion video and synchronized audio playback. Appropriate connections are provided for communicating with an interactive electronic computer network, including the world wide web. The text appearing on the various display screens shown in Figs. 8 - 13 function not only for communicating information as a label for the displayed information, but function as buttons or hyperlinks in the network, such as a world wide web, to access detailed information about the particular subject matter identified by the text of the label.
With reference to Figs. 6 and 7, the apparatus 200 is used to collect discrete oral comments from persons to whom a provider has offered or sold goods or services. The person 204 operates the kiosk 202 by following the instructions displayed on the display screen 208. In the illustrated embodiment, the persons speak the oral comment into the microphone on the kiosk 202. In alternate embodiments (not illustrated), the oral comment is delivered by telephone, by a portable computing device such as by typing and direct entry to the database or communicating through a microphone on the device.
In an alternate embodiment, the microprocessor digitally records the oral comment, which is then made available to the analyzer for normalization 220. With reference to Fig. 6, the controller 214 periodically collects the discrete oral comments.
The comments communicate 216 to the database via the network 212. Generally, the comments are collected on a periodic schedule. For the illustrated embodiment for a convention or trade show, the comments are preferably collected daily. After normalization of the comments 220, the data is available to the provider for selection and reporting, as detailed with respect to the display screens illustrated in Figs. 8 - 13.
Using the report display screens, the provider uses the apparatus to access report display screens to inquire about the comments as to the goods and services.
With reference to Fig. 8, the display screen 228 toggles between daily and cumulative reporting of comments by selecting 248. The oral comments can be heard by selecting the particular summary, for example, see 252, in Fig. 9. The provider uses a microprocessor computer to access the network 212. In an alternate embodiment, the computer of the provider includes a microphone for entry of spoken commands to operate the interaction with the apparatus 200, although keyboard or mouse input controls are also usable. Graphical reports as shown in Figs. 10 and 11 allow the provider to understand the scope of issues of concern to persons providing comments.
The provider selects the particular dimension or button as discussed above relative to :>

Figs. 8 - 13, for detailed information and thereby tracks through the information in the database 218 for evaluation and changes in the provision of goods and services. Further, custom selection screens similar to the manager's database query form 90 illustrated in Fig. 4 are used by the provider in the network 212 for accessing, selecting, and reporting information from the database 218.
While the present invention is directed to consumer reporting of comments about goods and services related to conventions, the collection and reporting apparatus 200 is useful in feedback of comments and ideas from employees as well as persons attending group events or other non-group activities involving goods and services offered by providers. For example, the oral comment may be directed to future goods or services of the provider. For employee reporting, a button (not illustrated) on the display 208 allows the person to selectively alter the voice to prevent recognition of the person and to assure privacy.
The foregoing has disclosed an improved information and comment feedback apparatus for collecting, analyzing, and reporting information on goods and services offered by providers for sale or use by users or consumers. It should be understood that the above-described embodiments generally illustrate principles of the invention in preferred forms. Many modifications, additions, and deletions, may, of course, may be made thereto without departure from the spirit and scope of the invention as set forth in the following claims.

Claims (23)

1. An information feedback apparatus for collecting, analyzing, and reporting information by persons on goods and/or services offered by providers to such persons as users or consumers of the goods and/or services, comprising:
at least one recorder accessible by the persons to whom goods and services are offered by a provider, said recorder selectively operable by one of said persons for receiving at least one discrete oral comment regarding the goods and services to create a collection of discrete oral comments;
a communicator for communicating said from said recorder to an electronic database that stores said collection of discrete oral comments with other such discrete oral comments;
an analyzer that creates a normalized representation of each discrete oral comment in the collection of discrete oral comments, said normalized representation comprising useable information from the discrete oral comment about the goods or services subject of the discrete oral comment, and said normalized representation stored in said electronic database;
a reporter for selecting and reporting to an inquirer information from said electronic database, whereby a report generated by the reporter provides information to the inquirer for responding to perceptions of persons to its providing goods or services, whereby the inquirer can effect changes in response thereto.

2. The information feedback apparatus as recited in claim 1, wherein the recorder comprises:
a microprocessor having a recording device for storing discrete oral comments;
a touch-sensitive video display communicating with the microprocessor for display of operational instructions and entry of commands by the person; and a microphone for receiving said discrete oral comment from said person.

3. The information feedback apparatus as recited in claim 1, wherein the electronic database is accessible remotely by the inquirer via an interactive computer network.

4. The information feedback apparatus as recited in claim 3, wherein the inquirer receives an audible report of a selected discrete oral comment.

5. The information feedback apparatus as recited in claim 1, wherein the inquirer receives an audible report of a selected discrete oral comment.

6. The information feedback apparatus as recited in claim 1, wherein said useable information comprises at least a comment category summarizing the comment and a descriptor defining a subject matter of the comment, said descriptor selected by the analyzer from a predetermined group of descriptors.

7. The information feedback apparatus as recited in claim 6, further comprising a selector for picking comments to be reported to the inquirer.

8. The information feedback apparatus as recited in claim 1, further comprising a remote controller for coordinating the communication of said collection of discrete oral comments to the electronic database.

9. The information feedback apparatus as recited in claim 8, wherein the remote controller and said recorder communicate via an interactive electronic computer network.

10. The information feedback apparatus as recited in claim 1, further comprising a natural language processor for interpreting each discrete oral comment for generating said normalized representation thereof.

11. The information feedback apparatus as recited in claim 1, further comprising means for associating automatically a time signal representative of a date and time with each discrete oral comment.

12. The information feedback apparatus as recited in claim 1, wherein said usable information comprises at least a comment category summarizing the comment, a descriptor defining a subject matter of the comment, said descriptor selected by the analyzer from a predetermined group of descriptors, an attitude representative of the discrete oral comment, and a time signal representative of the time and date of the discrete oral comment.

13. The information feedback apparatus as recited in claim 1, further comprising an identifier uniquely associated with said person for associating each discrete oral comment with said one of the plurality of persons providing said oral comment.

14. The information feedback apparatus as recited in claim 1, wherein the person accesses the recorder via an interactive electronic network.

15. An information feedback apparatus for collecting, analyzing, and reporting information by persons on goods and/or services offered by providers to such persons as users or consumers of the goods and/or services, comprising:
at least one recorder accessible by the persons to whom goods and services are offered by a provider, said recorder selectively operable by one of said persons for receiving at least one discrete oral comment regarding the goods and services to create a collection of discrete oral comments;
a communicator for communicating said collection of discrete oral comments from said recorder to an electronic database via an interactive electronic computer network, which electronic database stores said collection of discrete oral comments with other such discrete oral comments;
an analyzer that creates a normalized representation of each discrete oral comment in the collection of discrete oral comments, said normalized representation comprising useable information from the discrete oral comment about the goods or services subject of the discrete oral comment, and said normalized representation stored in said electronic database;
a reporter accessible via the interactive electronic computer network for selecting and reporting to an inquirer information from said electronic database, whereby a report generated by the reporter provides information to the inquirer for responding to perceptions of persons to its providing goods or services, whereby the inquirer can effect changes in response thereto.

16. The information feedback apparatus as recited in claim 15, wherein the recorder comprises:
a microprocessor having a recording device for storing discrete oral comments;
a touch-sensitive video display communicating with the microprocessor for display of operational instructions and entry of commands by the person; and a microphone for receiving said discrete oral comment from said person.

17. The information feedback apparatus as recited in claim 15, further comprising speakers, wherein the inquirer receives an audible report of a selected discrete oral comment.

18. The information feedback apparatus as recited in claim 15, wherein said useable information comprises at least a comment category summarizing the comment and a descriptor defining a subject matter of the comment, said descriptor selected by the analyzer from a predetermined group of descriptors.

19. The information feedback apparatus as recited in claim 15, further comprising a selector whereby the inquirer receives reports of selected comments.

20. The information feedback apparatus as recited in claim 15, further comprising a remote controller for coordinating the communication of said collection of discrete oral comments to the electronic database.

21. The information feedback apparatus as recited in claim 15, further comprising a natural language processor for interpreting each discrete oral comment for generating said normalized representation thereof.

22. The information feedback apparatus as recited in claim 15, wherein said usable information comprises at least a comment category summarizing the comment, a descriptor defining a subject matter of the comment, said descriptor selected by the analyzer from a predetermined group of descriptors, an attitude representative of the discrete oral comment, and a time signal representative of the time and date of the discrete oral comment.

23. A method of collecting, analyzing, and reporting information by persons on goods and/or services offered by providers to such persons as users or consumers of the goods and/or services, comprising the steps of:
(a) providing at least one recorder accessible by persons to whom goods or services are offered by a provider, said recorder selectively operable by one of said persons for receiving at least one discrete oral comment regarding the goods or services, to create a collection of discrete oral comments from said persons;
(b) communicating with a communicator via an interactive computer network from said recorder to an electronic database that stores said collection of discrete oral comments with other such discrete oral comments;

(c) creating a normalized representation of each discrete oral comment in the collection of discrete oral comments, said normalized representation comprising useable information from the discrete oral comment about the goods or services subject of the discrete oral comment, and said normalized representation stored in said electronic database;
(d) reporting to an inquirer selected information from said electronic database via said interactive computer network, whereby the inquirer, being provided with information as to perceptions of persons to the providing goods or services, can effect changes in response thereto.