Patent Publication Number: US-2010124937-A1

Title: Method of customer relationship management using a short range communications network

Description:
BACKGROUND 
     1. Field of the Invention 
     Embodiments of the present invention relate to a method of managing customer relationships, in part using a short range communications network. 
     2. Description of the Art 
     Systems for managing customer relations using networked devices to facilitate communications are known. For example, applicants&#39; co-pending U.S. application Ser. No. 12/166,655, entitled “Automated Interactive SMS Service System,” discloses a system where Short message service (SMS) is used by service representatives to facilitate customer relations and management largely through the use of SMS texts. For example, in an embodiment, the system may use SMS texts for automated and interactive confirmation of an appointment or other event and, if desired, rescheduling of the event. 
     SMS has become a popular text-based protocol for exchanging short text messages between cellular networks and wireless devices such as cellular phones. Different SMS implementations have been defined for different mobile networking protocols. For example, the SMS implementation for a Global System for Mobility (GSM) network is described in a document entitled “Teleservices Supported by a GSM Public Land Mobile Network (PLMN).” The SMS implementation for an ANSI-41 network is described in document TIA/EIA-637-B, entitled “Short Message Service for Wideband Spread Spectrum Systems.” Both of these documents are publicly available and are incorporated herein by reference. 
     One type of wireless protocol, which may or may not support SMS text, is the Bluetooth short-range wireless protocol. Bluetooth uses radio waves to allow connectivity between devices over short distances in an ad hoc wireless network. The Bluetooth protocol operates using radio waves in the 2.45 GHz frequency band (the Industrial-Scientific-Medical (ISM) band). The Bluetooth consortium of companies also developed de facto standards for the interface and the software that controls it to ensure interoperability of devices from different manufacturers that are using Bluetooth communications. In operation, each Bluetooth device is assigned an identifier referred to as a Media Access Control address (MAC address). A device&#39;s MAC address allows it to be identified on the short range wireless network to enable communications to and from that device. 
     Further details of the Bluetooth communications system are set forth in the papers, “Ericsson&#39;s Bluetooth Modules,” by Arfwedson and Sneddon, Ericsson Review No. 4, 1999, pp. 198-205, and “Bluetooth—The Universal Radio Interface for Ad Hoc, Wireless Connectivity,” by Jaap Haartsen, Ericsson Review No. 3, 1998, pp. 110-117, which papers are incorporated by reference in their entirety herein. Further details relating to the Bluetooth communications system may also be found in the Bluetooth Specification at the Bluetooth website (www.bluetooth.com), which Specification is also incorporated by reference in its entirety herein. Bluetooth has been shown capable of transmitting images. For example, “Error Resilient Image Transmission over a Bluetooth Network,” by Kelly et al., NUI, Galway Faculty of Engineering Research Day 2004, which is also incorporated by reference in its entirety herein, describes one methodology. 
     To date, there has been limited use of short range communications such as Bluetooth to manage customer relations. For example, it is known to transmit certain non-targeted advertisements to client devices such as mobile telephones via Bluetooth. However, Bluetooth and other short range communications protocols have not been used for targeted advertising or personalized communications as a result of associating a user profile with a particular MAC address or other identifier linked to a particular device. 
     SUMMARY 
     Embodiments of the present system, roughly described, relate to a method of managing customer relationships, in part using a short range communications network. In particular, short range devices such as Bluetooth devices may be uniquely identified by their MAC address, which is transmitted when the device is within range of a Bluetooth station. In embodiments of the present invention, a business entity such as an auto dealership may include a Bluetooth station for detecting Bluetooth devices within range of the dealership. Once the station detects a Bluetooth device within range, the user of the device is given the opportunity to subscribe to the system of the present invention. For example, embodiments of the present system send a communication to the device, requesting the user of the device to reply with an SMS text message including a keyword identifier. If the user responds with the keyword, the user&#39;s cellular telephone number, transmitted with the text message, is stored in association with the MAC address for that device. The user may also be prompted for additional information (name, address, email, etc.) so that a user&#39;s profile may be stored in association with a MAC address. 
     Once a customer subscribes to the system, and a customer&#39;s profile has been associated with a Bluetooth MAC address, the next time that MAC address is detected within range of the dealership or other entity, a variety of personalized customer services may be performed for that customer. In one example, upon detecting a MAC address having an associated stored customer profile, the present system may cause a welcome message to be sent to the customer. For example, the present system may send an SMS text to the cellular telephone associated with a MAC address welcoming the user with a personalized message to the dealership or location. In a further example, instead of or in addition to a welcome message, a detected Bluetooth customer device may be sent discounts, coupons and other offers which may be targeted and personalized to the specific customer associated with the detected Bluetooth device. 
     In the embodiments, the Bluetooth station is located within an entity service center so as to detect when Bluetooth devices are within a given vicinity of the service center. However, in alternative embodiments, the Bluetooth station may be located remote from the service center. For example, the Bluetooth station may be set up at an event (sports, concerts, etc.), shopping mall or temporary location for the purpose of driving business to the remote service center or to a location associated with the event, mall or temporary location. 
     A further feature of embodiments of the present invention is that customers may receive personalized messages and offers even after hours or where a service center is otherwise closed. In such embodiments, when a user is within range of a service center when the center is closed, the user may still be given the option to subscribe to the service. If an already-subscribed user visits a closed service center, the user may receive welcome messages, after hours contact information and/or discount offers according to embodiments of the present invention. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is a block diagram of a system for managing customer relations using in part a short range communications network. 
         FIG. 2  is a block diagram of one Bluetooth device which may operate with embodiments of the present invention. 
         FIG. 3  is a flowchart showing an embodiment of a method for subscribing users of Bluetooth devices to the system of the present invention. 
         FIG. 4  is a flowchart showing an embodiment of a method for providing a personalized customer service after a customer is subscribed to the system of the present invention. 
         FIGS. 5A and 5B  are a flowchart showing a further embodiment of a method for providing a personalized customer service after a customer is subscribed to the system of the present invention. 
     
    
    
     DETAILED DESCRIPTION 
     The present invention will now be described with reference to  FIGS. 1 through 5B , which in general relate to a method of managing customer relationships, in part using a short range communications network. While the following description refers primarily to Bluetooth as the short range wireless network employed, it is understood that the present invention may operate over other short range wireless networks. Such other short range wireless networks include Wireless USB, 802.11, radio frequency (RF), infrared (IR), IrDA from the Infrared Data Association and home RF technologies. 
     It is further understood that the present invention may be embodied in many different forms and should not be construed as being limited to the embodiments set forth herein. Rather, these embodiments are provided so that this disclosure will be thorough and complete and will fully convey the invention to those skilled in the art. Indeed, the invention is intended to cover alternatives, modifications and equivalents of these embodiments, which are included within the scope and spirit of the invention as defined by the appended claims. Furthermore, in the following detailed description of the present invention, numerous specific details are set forth in order to provide a thorough understanding of the present invention. However, it will be clear to those of ordinary skill in the art that the present invention may be practiced without such specific details. 
       FIG. 1  shows a block diagram of a system  100  for carrying out embodiments of the present invention. The system  100  includes an application server  102  executing an application program for associating a device identifier with a user profile, and for generating messages and responding to messages as explained hereinafter. In one embodiment, the system  100  may be used as an automated and interactive customer service tool for a business such as an automobile dealership or other dealership. Automobile dealerships may employ a dealership management system (DMS)  104  which, as is known in the art, may be a database used by a dealership to track a wide variety of information relating to its business, including for example vehicle inventory, sales, financing, automobile service records, customers, customer transactions and appointment scheduling. DMS  104  may store data relating to additional dealership functions. It is understood that embodiments of the present invention may be used for businesses other than automobile dealerships, which may have a DMS  104 , or alternatively some other database for storing customer profile and service records or other information. 
     In embodiments, the system  100  includes a Bluetooth station  108  connected to a short range wireless network  110 . As explained in greater detail below, the Bluetooth station  108  includes a Bluetooth radio which is able to sense the presence of Bluetooth devices  114  within a given distance of the Bluetooth station  108 . While the Bluetooth device  114  is illustrated as a mobile telephone in  FIG. 1 , it is understood that Bluetooth device  114  may be any of a variety of Bluetooth enabled devices, including for example personal digital assistants and other network-connected handheld devices, laptops and automobiles. As indicated above, station  108 , network  110  and device  114  may operate by short range protocols other than Bluetooth in further embodiments. 
     After a Bluetooth device  114  is associated with a customer profile as explained below, communications with device  114  may be had by a variety of communication methods, including SMS text. SMS text may be sent between application server  102  and device  114  via an SMS gateway  118 . As explained below, communications to and from the SMS gateway  118  may be with the Bluetooth device  114 , or other SMS enabled devices specified in a customer profile. It is also understood that text messages may be exchanged by protocols other than SMS. 
     In embodiments, text messages are transferred to and from system  100  via SMS gateway  110  by short message peer-to-peer protocol (SMPP). Messages may be transferred by other technologies in further embodiments, including via the Bluetooth or other short range protocol. SMS messages may be sent to GSM-capable cellular telephones, but SMS messages may be sent to phones operating by other standards in alternative embodiments. 
     System  100  additionally includes a preference manager  120  and an opt-in database  122 . As explained hereinafter, before the system  100  interacts with an end user in certain embodiments, the end user must subscribe, or opt into, the services provided by the system  100 . Accordingly, preference manager  120  is provided to manage the opt-in process, and opt-in database  122  is provided to store the identity and customer profiles of all end users who have opted into the services of system  100 . 
     System  100  further includes a web server  126  for allowing an entity  130  such as an automobile or other dealership or business to access the system  100  via a network  134 , which may for example be the Internet. An entity  130  may upload information to the DMS  104  via the web server  126 . An email server  138  is further provided within system  100  for the exchange of emails between entity  130  and end users as explained hereinafter. System  100  may additionally include a voice server/gateway  140  for bridging telephone calls between entity  130  and a customer device  114  via a telephone network  146  and cell carrier  148 . It is understood that system  100  may include additional components and/or that one or more of the above-described components may be omitted in certain embodiments. 
     As indicated, device  114  may be a variety of Bluetooth-enabled devices.  FIG. 2  is a block diagram of an example where device  114  is a Bluetooth-enabled cellular telephone. Device  114  may have a conventional hardware configuration and may operate to perform all of the functions conventionally known for mobile telephones. Device  114  may include a processor  202 , which may be part of or include a digital baseband and/or an analog baseband for handling digital and analog signals. As is known, processor  202  may include a variety of electronics for handling incoming and outgoing digital voice and data signals. 
     RF Transceiver  206  and switch  208  are provided for receiving and transmitting analog signals, such as an analog voice signal, via an antenna  210 . In embodiments, transceiver  206  performs the quadrature modulation and demodulation, as well as up- and down-conversion from dual-band (800 and 1900 MHz) RF to baseband. The various communication interfaces described herein may include a transceiver and/or switch as in transceiver  206  and switch  208 . 
     Device  114  may further include a user interface  212  for user interaction with device  114 , memory  214  for storing contact information and pictures, graphics, audio and other files and applications. Memory  214  may be a dedicated and/or removable memory. Device  114  may further include a connection  216  for connecting device  114  to another device. Connection  216  may be a USB connection, but it is understood that other types of connections may be provided, including serial, parallel, SCSI and an IEEE 1394 (“Firewire”) connection. Device  114  may further include a camera  218 , speaker  220 , a microphone  222  as are known in the art. Text and graphics may be displayed on an LCD display  230 , which may communicate with processor  202  via an LCD controller  232 . Device  114  may further include a communication interface  240  capable of wireless communication with the Bluetooth network  110  and/or the Internet  134  shown in  FIG. 1 . 
     The operation of system  100  will now be described with respect to the flowcharts of  FIGS. 3-5B . Initial detection and subscription to the service provided by system  100  is first explained with reference to  FIG. 3 . In step  300 , the system first looks for a Bluetooth device  114 . Namely, the Bluetooth station  108  searches for Bluetooth devices within range of the Bluetooth station radio. The Bluetooth station  108  may be located at a physical location of the entity&#39;s customer service center, but as explained below, it may be located remotely in alternative embodiments. 
     If a Bluetooth device  114  is detected in step  300 , the MAC address of the device is obtained in step  302  and provided to the application server  102 . While embodiments of the present invention detect a MAC address and then store a user profile in association with that MAC address, it is understood that other unique or quasi unique identifiers that are associated with particular devices in a short range wireless network may be used instead of MAC addresses in alternative embodiments. 
     In step  306 , the application server  102  determines whether there is already a customer profile associated with the obtained MAC address. If there is, then the application server performs some personalized customer service in step  310  as explained hereinafter with respect to  FIGS. 4 ,  5 A and  5 B. If the application server determines that there is no customer profile associated with the obtained MAC address in step  306 , then the application server generates a Bluetooth subscription offer message in step  312 . The offer message is sent via the Bluetooth station  108  to the device  114  for example via the Bluetooth Object Push Profile (OPP). As is known, OPP is a protocol allowing the system  100  to send objects such as text, graphics and other files to devices  114  via the Bluetooth standard. 
     The subscription offer message may be any of a variety of messages indicating that there is an offer that a sender is attempting to send, and asking the customer if they are willing to accept receipt of the offer. The text may be something along the lines of, “Incoming item ‘Offer.gif’ from Smith Autodealer—Accept? YES or NO.” This is by way of example only, and the text may vary in further embodiments. 
     In step  314 , the Bluetooth station  108  looks for a response. If a user does not respond, or responds NO, the present system goes no further with that user. The system returns to step  300  to search for further Bluetooth devices  114  within the vicinity. In embodiments, upon a NO or non response, the user may be placed on an opt-out list, in which case the user receives no further messages upon coming within Bluetooth range of the customer service center. The user may further respond that the user does not wish to receive communications from this service center. Upon receiving such an indication, the user may be placed on the opt-out list, in which case the user receives no further messages upon coming within Bluetooth range of the customer service center. The user may also be placed on the opt-out list if they reject some predefined number of attempted contacts in a row, such as for example two or three attempted contacts. The opt-out list may for example be stored in database  122  ( FIG. 1 ). 
     However, if the user responds YES in step  314  (or otherwise indicates acceptance of the offer), the response is communicated via the Bluetooth station  108  to the application server  102 , which then generates an invitation including a keyword in step  318 . The keyword may be any word or character string. It may be short so that a user receiving it can remember it (for reasons set forth below), but the keyword should have sufficient characters so that a number of keywords may be generated within a given period of time without having to repeat keywords within that period of time. 
     The generated keyword is associated by the application server with the MAC address for the responding Bluetooth device  114 , and the keyword/MAC address pair is stored in memory in step  320 . The application server  102  then sends the invitation including the keyword to the customer in step  322  via the Bluetooth station  108 . The invitation may be something like, “Text ‘apple’ to 30629 to enroll in Smith Autodealer Awards Club.” In this example, the keyword is “apple.” The customer accepts the invitation by sending the keyword to the included number (here, “30629”) via SMS text. This is by way of example only, and the text including the keyword and text return number may vary in alternative embodiments. 
     In embodiments, Bluetooth device  114  is a cellular phone. Often cellular phone service providers regulate when and under what conditions content may be automatically pushed to their users&#39; phones. As such, steps  306 - 312  of sending a Bluetooth message asking whether the customer would like to receive the invitation are included. However, in embodiments where there is no such regulation (so that entities are free to push messages to users via a Bluetooth network), steps  306 - 312  may be omitted, and the invitation of step  322  may simply be sent. 
     After the SMS invitation is sent, the SMS gateway  118  looks for a reply in step  326 . If no reply is received (or if a reply other than an expected keyword is received) within a predetermined period of time, the system may resend the keyword to the user in step  328 . If the system has already resent the message once before and the expected keyword is still not received, the system may simply end without resending the keyword invitation again. It is understood that the system may resend the keyword more than once, or not at all, in alternative embodiments. 
     If, however, an SMS text is received and the application server confirms the SMS text includes a pending keyword, the application server then associates the customer&#39;s cellular telephone number with the MAC address stored with the pending keyword in step  330 . In particular, the incoming SMS text message will include the user&#39;s cellular telephone number. The system is able to determine whether the incoming SMS text includes a pending keyword; that is, a keyword that: 1) has been sent out in an invitation within a predetermined period of time of the incoming SMS text, and 2) has not been received from another Bluetooth device within the predetermined period of time. 
     Assuming the response in step  326  includes a pending keyword, the customer&#39;s cellular telephone number in the incoming SMS text is then associated with the MAC address stored for the pending keyword. The associated cellular telephone number and MAC address pair is stored in memory in step  330 . The application server may then send a confirmation and welcome message to the new customer in step  332  (in SMS text via the SMS gateway  118 , or via Bluetooth text via the Bluetooth station  108 ). 
     Once a customer is enrolled as described above, additional information may be obtained and stored relating to the customer (in response to a request for more information or upon the user visiting an entity service center). This additional information may include the customer&#39;s name, address, email and/or alternate contact information, as well as a preferred mode of communication (SMS text, email or phone call). The additional information may further include products, services and/or offers which the customer has received from the service center, as well as service records the service center has for the customer. In this way, in addition to a cellular telephone number, a whole customer profile may be stored in association with a particular Bluetooth MAC address. In embodiments, the customer profile associated with a particular Bluetooth MAC address may be only the customer&#39;s cellular telephone number. 
     Once a customer profile has been associated with a Bluetooth MAC address, the next time that MAC address is detected within range of the Bluetooth station  108 , a variety of personalized customer services may be performed for that customer (step  310 ). Examples of such personalized customer services are explained with respect to the flowcharts of  FIGS. 4-5B . 
     In the example of  FIG. 4 , the Bluetooth station  108  looks for Bluetooth devices within range in step  400 . Upon detecting such a device, the station  108  obtains the MAC address for the detected device (step  402 ) and checks whether the MAC address is associated with a stored profile (step  406 ). If not, the system carries out the steps for subscribing a customer as described above with respect to the flowchart of  FIG. 3 . However, assuming there is a profile associated with the detected device, the application server retrieves the profile in step  410 . 
     In step  412 , the application server may cause a welcome message to be sent to the customer. For example, the application server may send an SMS text via the SMS gateway  118  to the cellular telephone associated with that MAC address welcoming the user with a personalized message to the dealership or location. The message may or may not include information relating to a product, scheduled appointment or service history. One of many examples may be, “Welcome Mr. Jones. Sales representative Doe is waiting to discuss your service appointment for your Chevy Tahoe.” 
     The application server may alternatively or additionally send the welcome message in an email via the email server  138  to an email address associated with that MAC address. As a further option, the application server may alert a customer service representative, who may then initiate a telephone call via the voice server/gateway  140  to the cellular telephone associated with that MAC address welcoming the user to the dealership or location. Instead of or in addition to the above, the customer service representative may simply be on hand to greet the customer by name, and have an awareness of the purpose of the visit (for example if the customer is there for a service appointment). 
     Referring now to  FIGS. 5A and 5B , a further customer service enabled by the present invention is to offer discounts, coupons and other offers which may be targeted and personalized to specific customers. In this example, the Bluetooth station  108  looks for Bluetooth devices within range in step  500 . Upon detecting such a device, the station  108  obtains the MAC address for the detected device (step  502 ) and checks whether the MAC address is associated with a stored profile (step  506 ). If not, the system carries out the steps for subscribing a customer as described above with respect to the flowchart of  FIG. 3 . However, assuming there is a profile associated with the detected device, the application server retrieves the profile in step  510 , and retrieves an offer in step  512 . The offer may be any of a variety of incentives the service agent has elected to offer at that time. There may be a single offer running, or there may be several offers running, with the application server having rules to apply in order to determine which offer to make to which customers. The offers may include electronic coupons, sent as described below, for discounts or other incentives to purchase goods and/or services at the service center or elsewhere. 
     In step  514 , the application server determines whether this customer has accepted this same offer within a predetermined period of time in the past (for example from the beginning of the current run of this offer). If so, the customer is not given the offer again, and the execution by the application server ends. The system then returns to step  500  to search for further Bluetooth devices  114  within the vicinity. It is understood that the same customer may be given the same offer more than once in a given period of time in alternative embodiments. 
     Assuming this customer has not accepted this offer within a predetermined period of time in the past, the application server next checks in step  516  if the customer has rejected this same offer in the past (as explained below, rejections are stored by the application server). If so, embodiments of the present invention may increase the offer (by for example offering coupons worth more, or giving a bigger discount, than an initial offer for products and/or services). First, the application server checks whether the offer has been increased to some predetermined maximum in step  518  as a result of prior increases made to the customer for the offer. If so, no further discounts are offered and the execution by the application server ends. If the predetermined maximum has not been reached, the offer may be increased in step  522 . 
     In step  524 , the application server  102  sends a message via the Bluetooth station  108 , for example by OPP, asking the customer if they are interested in receiving an offer. The offer message may be any of a variety of messages indicating that there is an offer that a sender is attempting to send, and asking the customer if they are willing to accept receipt of the offer. The text may be something along the lines of, “Incoming item ‘10% discount offer.gif’ from Smith Autodealer—Accept? YES or NO.” This is by way of example only, and the text may vary in further embodiments. 
     In step  526 , the Bluetooth station  108  looks for a response. If a user does not respond, or responds NO, the application server stores the rejection in step  528 , and the present system goes no further with the offer to that user. The system returns to step  500  to search for further Bluetooth devices  114  within the vicinity. However, if the user responds YES in step  526  (or otherwise indicates acceptance of the offer), the response is communicated via the Bluetooth station  108  to the application server  102 , which then sends the offer in step  530 . As there is a profile stored in association with the detected MAC address, once the offer is accepted, the offer may be sent to the user as an SMS text via the SMS gateway  118 , or by other communication modes. 
     After the offer is sent, the application server  102  looks for a reply in step  534 . If no reply is received (or if a reply other than an acceptance is received) within a predetermined period of time, the application server stores the rejection in step  536 , and the present system goes no further with the offer to that user. The system returns to step  500  to search for further Bluetooth devices  114  within the vicinity. The system may alternatively resend the offer if a response is not received within a predetermined period of time. 
     If, however, a response is received and the application server confirms the response is an acceptance of the offer, the application server then sends a further message in step  540  giving the offer and instructing the customer how to redeem the offer. The offer may for example indicate that the user is being given some percentage discount off a service or product, and that they should check in with the service center to redeem the discount. The offer may be sent by SMS text, but may alternatively be sent by a variety of other mediums, including email or direct telephone call. In step  542 , the application server checks whether a particular user has redeemed the offer. For example, a service representative assisting the customer may upload that the user has redeemed an offer in step  546 . The system may then return to step  500  to search for further Bluetooth devices  114  within the vicinity. 
     In the embodiments described above, the Bluetooth station  108  detects whether Bluetooth devices are within a given vicinity of a service center. However, in alternative embodiments, the Bluetooth station  108  may be located remote from the service center. In this embodiment, a Bluetooth station  108  may be set up at an event (sports, concerts, etc.), shopping mall or temporary location for the purpose of driving business to the remote service center or to a location associated with the event, mall or temporary location. Embodiments where the Bluetooth station  108  is not located within a given service center may operate per any of the above-described embodiments. 
     A further advantage of embodiments of the present invention is that customers may receive personalized messages and offers even after hours or where a service center is otherwise closed. In such embodiments, when a user is within range of a service center, a user may be given the option to subscribe as described above with respect to  FIG. 3 . If already subscribed, a user may be welcomed as described above with respect to  FIG. 4 , with a further message indicating that the service center is then closed, but they can try again tomorrow. Alternatively, they may be given contact information (for example by an SMS text message automatically generated by the application server) for someone they can contact who is on call after hours. A user may also receive special offers when a service center is closed as described above with respect to  FIGS. 5A and 5B . Those of skill in the art will appreciate other possible uses of a system which associates a MAC address, or other identifier, with a user profile, so that contact may be made with the user when the user is detected within the vicinity of a service center or other location hosted by the service center. 
     The foregoing detailed description of the inventive system has been presented for purposes of illustration and description. It is not intended to be exhaustive or to limit the inventive system to the precise form disclosed. Many modifications and variations are possible in light of the above teaching. The described embodiments were chosen in order to best explain the principles of the inventive system and its practical application to thereby enable others skilled in the art to best utilize the inventive system in various embodiments and with various modifications as are suited to the particular use contemplated. It is intended that the scope of the inventive system be defined by the claims appended hereto.