Automated sales and services system - Patent Review 5576951

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BACKGROUND OF THE INVENTION

This invention is directed to data processing systems designed to facilitate commercial, financial and educational transactions between multimedia terminals such as automated sales workstations, information dispensing networks and self-service banking systems. Specifically this invention is directed to a tool for augmentation of sales and marketing capabilities of travel agency personnel in conjunction with computerized airline reservation systems. This invention also relates to financial service application processing, and interactive delivery of informative, educational and recreational audio-visual programs to the home, school or office.

In the preferred embodiments of the invention, travel agents are able to synergistically compose individual customized sales presentations and itineraries for their clients, representing thousands of tour destinations and criteria, from multiple permutations of data sources in a fully automated fashion.

During the 1980s airline reservation systems evolved into very sophisticated information networks. A majority of travel agencies in North America subscribe to one of the major computerized reservation systems; Sabre, Apollo, System One, or WORLDSPAN. Prior to the development of computerized reservation systems in the 1970s, a travel agent would read airline schedules from either the North American or International edition of Official Airline Guides (OAG), printed directories which are published monthly, then telephone the specific airline to reserve-and confirm passenger flights and physically write the airline tickets. The advent of computerized reservation systems allowed the travel agent to access computerized travel data banks, reserve, confirm and transact airline, hotel or car rental reservations with a `dumb terminal` comprised of; keyboard entry of customer requirements in conjunction with a display terminal and ticket printer, connected to the centralized reservation service. The Mar. 19, 1985 testimony of Robert L. Crandall, President of American Airlines, Inc., before the Aviation Subcommittee of the Senate Committee on Commerce, Science and Transportation details the evolution of computerized reservation systems in the United States.

Travel agency employees, who produce approximately seventy-five percent of the computerized reservation systems volume, now enjoy a more productive and accurate means to process reservations, an important part of their service functions. A simultaneous sector of a travel agent's employment is the ability to promote, advise, select and sell appropriate travel and tour destinations for their clients. Agencies generate approximately fifty percent of car rental bookings, seventy percent of domestic air travel sales and ninety percent of international flights.

Travel agents sell nearly ninety percent of all cruise line bookings and virtually ninety percent of all tour packages. This business represents the most profitable segment of the multi-billion dollar travel agency sales volume, since higher commissions are earned on tour/cruise bookings as compared with point-to-point airline ticketing. The ability of a travel agent to effectively consult with their clients depends upon several factors including; knowledge of the destination, familiarization tours the agent may have taken to the area, attendance at travel/tour seminars and conferences and reading reference literature such as Fordor's travel publications.

A travel professional accumulates extensive knowledge which is extremely valuable to the travel agency business and is in fact, the single most important element which differentiates one agent from another. Unfortunately, this knowledge requires years of experience to acquire. The physical requirements to visit and inspect even a portion of popular tourist destinations dictates a significant investment of time and monetary expense. Additionally, tourist localities are seldom static; new hotels or attractions and changing custom regulations require a constant monitoring of hundreds of potential vacation sites.

The current state-of-the-art of the tour, cruise and vacation market segments is similar in many respects to the pre-computerized reservation systems airline era. A travel agent must consult several directories; i.e., Hotel and Travel Index, OAG Travel Planner, OAG Worldwide Tour Guide or OAG Worldwide Cruise and Shipline Guides and scores of travel brochures in an attempt to offer the client information for an informed travel decision. Most of these directories are published quarterly so therefore prices or schedules are frequently out-of-date and inaccurate. If the client is conferring in person, with the agent in the office, this task is complicated by the reliance on numerous publications to describe a particular vacation. This often results in a time-consuming, disorganized and ineffective sales presentation since each client's itinerary has different requirements. Answering a client's questions is dependent upon the knowledge a travel agent has acquired. Since `travel` is an intangible product, the communicative skills of the travel agent are paramount to success. The client relies on the travel agent's advice in making important vacation decisions.

Several specialized tour planning concepts emerged in the 1970s including publications such as Fishing Resorts of The World, which presented sportfishing tour packages in an organized and informative manner and audio-visual presentations of tour destinations such as TRAVEL-VISION which were linear in design. These travel marketing concepts, both created by applicant, had inherent limitations as discussed herein.

The travel industry, comprising 33,000 agencies, does not sell a single mass market product, but rather is a reflection of the population as a whole with its infinite individual customer profiles of demographic, regional and fields of special interest. One client may desire information on a river-rafting tour in Wyoming while the next customer needs assistance in planning an art tour of Paris, France. Therefore, it is imperative that the travel agent have available a wide variety of information in an organized system which allows convenient and standardized access for both the agent and client.

A recent study of the American labor force, Work Force 2000: Work and Workers for the Twenty-first Century, commissioned by the United States Department of Labor, indicates serious shortages of skilled workers in the service sector economy will impact the United States during the 1990's and into the next century. In addition to labor shortages in many skilled service sector industries, it is predicted that a mismatch of employee skills to available jobs will result in a shrinking labor pool of skilled workers which will inevitably increase wages. Travel agency functions are predominantly labor intensive, therefore labor shortages of skilled workers will significantly impact the quality of service they provide.

All travel agencies essentially market the same products and represent the same suppliers, therefore as a service sector industry it is incumbent that individual sales skills and support systems be as comprehensive and efficient as possible. Since the travel industry is highly dependent upon knowledgeable professionals, requiring years of experience, it portends that a more efficient travel/tour sales and training system be implemented to compensate and increase the productivity of the travel agent.

Thus, there is a continuing need to provide the means to assist travel agency personnel and their clients with a more responsive and efficient; educational, training, sales and service system.

A first alternate embodiment of the invention relates to multimedia terminals used by banking institutions to make their services, such as loan processing, available at all hours of the day from various remote locations.

Loan processing has traditionally been a labor-intensive business which represents the major activity of banks and other financial institutions. In the processing of a loan application, numerous forms have to be filled-out, loan officers have to explain payment schedules and generally guide the applicant through the loan application process. The financial institution then has to process the application and either telephone, mail, or communicate acceptance or rejection of the loan in person to the applicant. The complexity of the process has so far prevented the application of automatic terminals to perform this important part of financial institution activities. Interactive multimedia terminals have evolved to a high degree of sophistication as disclosed in U.S. Pat. No. 4,359,631 Lockwood, et al. Yet, this high degree of sophistication has not been put to use in the more complex types of goods and services distribution which require a great deal of interaction between individuals and institutions.

A second alternate embodiment of the invention relates to an improvement of a system for automatically dispensing information, products and services by means of stored prerecorded audio-visual presentations telegenically transmitted from a remote site to sales and information terminals in the home under the command of customers with easy-to-use communication equipment that does not require formal computer literate training.

Service providers have traditionally communicated and marketed information and products to consumers in their homes by way of newspapers, magazines, mail order catalogs, direct mail, telephone, radio and television. None of these communication methods allow consumers to interactively display alternate audio-visual sales presentations for transactional order fulfillment. Lately, videotex has emerged as a supplement to traditional product ordering methods. Beginning in 1978, British Telecom established a videotex service named `Prestel` planned for a mass consumer market. Videotex, a textual display, is not designed nor intended to deliver full color prerecorded audio-visual presentations. Videotex typically requires computer operating knowledge and a personal computer with modem for access. Subsequently several major attempts at introducing videotex in North America have failed and surviving operators have maintained a limited user base. A fundamental reason for the unsuccessful acceptance of videotex is that it requires reading of computer generated text. Conversely, the American consumer has become accustomed to a high degree of television quality programming from sporting events and news to popular movies broadcasted daily.

Interactive delivery of information, goods and services to consumers by means of multimedia terminals is disclosed in U.S. Pat. Nos. 4,359,631 and 4,567,359 using a central processor, audio-visual data sources, CRT, keyboard and remote communication capabilities.

It would be desirable to provide such a system accessible to consumers from their homes or workplace.

Typically consumers have had to travel to multiple stores and shop for products. This is both time-consuming and involves transportation expenses. Certain segments of the population, for example disabled persons and the elderly have been restricted in their ability to compare product features and prices. The system could also allow service suppliers and product manufacturers to communicate directly with consumers and present products, take orders and ship purchases from a central or regional warehouse facility. This would reduce the expense of maintaining retail stores, inventory, sales personnel, overhead and general distribution costs while providing services to hundreds or thousands of homes and offices throughout a community.

Preferably such a system would incorporate; a central data processing center, audio-visual data sources, a CRT for displaying information, communication links and a keyboard for control of the remote data sources. Additionally, such a system would allow consumers an opportunity to communicate with product and service providers to place orders, and to process commercial transactions.

Interactive audio-visual communication systems using television and telephone common carrier networks are now possible based on some of the techniques disclosed in U.S. Pat. Nos. 3,668,307 Face et al., 3,691,295 Fisk, 3,746,780 Stetten et al., 3,752,908 Boenke et al., 4,054,911 Fletcher et al., 4,064,490 Nagel, 4,251,691 Kakihara et al., 4,264,925 Freeman et al., and 4,553,222 Kurland et al.

Research reveals that the average person retains about 25 percent of what they hear and 45 percent of what they see and hear. Retention levels increase dramatically to 70 percent of what a person sees, hears and performs if an interactive sequence is available. Therefore the persuasive power of interactive full color multimedia presentations would be an ideal means to market products and services. This in-home information delivery system could also provide a conduit for educational, medical and other important informational services.

SUMMARY OF THE INVENTION

Accordingly, the objects of this invention, among others are to:

enhance the travel agent's sales ability and professional knowledge of travel and tour destinations in conjunction with computerized reservation systems;

create a flexible travel sales system responsive to multiple applications and configurations;

organize a variety of traditional travel and tour references in a comprehensive and synergistic multimedia sales system to effectuate consumer awareness;

increase the sales productivity and information accuracy of vacation tour packages sold by travel agents;

develop individualized tour planning programs for clients presented in a more effective communication's medium;

reduce travel agent dependency on outdated travel directories, tour manuals and traditional brochures;

provide a consistent in-house teaching and training system for travel agency personnel; and

offer travel suppliers and tour operators an enhanced and efficient means to present their products and to communicate with potential customers when selecting vacation destinations.

These and other objects are achieved by the preferred embodiment of the invention which is directed to a means for automatically creating and displaying customized travel and tour sales presentations from various textual and graphical data sources managed by a multiplicity of operating programs. Sales presentations comprise audio-visual data and computerized reservation system information, presented individually or in combination. The graphical data may include charts, maps and other still images as well as moving pictures with or without sound enhancements.

Individualized sales presentations are requested by the client for specific destinations. The organizational hierarchy of data sources is arranged so that an infinite number of variations or sales presentation configurations can be displayed. Multiple operating programs create the sales presentations directed by:

(1) Client profiles stored on optical memory or smart cards;

(2) Travel agent assessment of client profiles; or

(3) Computerized reservation system response to client profiles.

The travel agent interviews the client and determines the general information required for accessing the sales system and enters the prerequisites such as; destination, tour costs, sports activities, accommodations and other factors necessary for generation of customized mini-travelogues. The selected factors are analyzed by the operating program based upon an organizational hierarchy of travel specifications which activates the data sources and a customized sequence is presented. Sales presentations can be accessed interactively, one display frame at a time with a decision point at each juncture, or by analysis of the client's profile which generates a coded operating program sequence to display a continuous customized presentation. Additionally, a combination of either interactive or coded program modalities can be presented. A client may wish to preview a destination in an interactive search sequence and upon deciding that the tourist destination is in fact the one he desires, could proceed with an operating program from the input of client characteristics. This alternating procedure allows greater comprehension and sales flexibility.

Operating programs select the presentation chapter segments from either the audio-visual data source repository or the computerized reservation system and arrange them in an orderly and predetermined sequence. The sales presentations incorporate proven `need satisfaction selling` including: probing, supporting and closing techniques. This assures a maximum sales effort on behalf of the travel industry. Clients are both creators and viewers of the mini-travelogues which are specifically addressing their needs while simultaneously assisting the travel agent in a comprehensive sales effort.

As explained in the first alternate embodiment, another object of the invention is to standardize the reporting and interpretation of credit ratings and their applicability to loan application processing.

A further object of the invention is to reduce the amount of paperwork and processing time required by each loan application.

It is also an object of the invention to offer a more personal way to apply for credit. Many applicants are reluctant to inquire about loans requiring face-to-face interaction with a loan officer, who would not hesitate to use an interactive device to place their inquiry.

These and other objectives are achieved by means of a system that connects financial institution data processing, the computer services of a credit reporting bureau, and a plurality of remote terminals. Each remote terminal displays the live image of a fictitious loan officer who helps the applicant through the interactive series of questions and answers designed to solicit from the applicant all the information necessary to process his loan application. The terminal can acquire credit rating information about the applicant from the credit reporting bureau and make a decision based on all the information gathered about the credit worthiness of the applicant and the amount of loan to which he is entitled. The amount is then communicated to the applicant and to the financial institution for further processing of the loan.

As explained in the second alternate embodiment, additional objects of the instant invention comprise among others, the following:

to provide an automatic and efficient system for dispensing information and services to the general public interactively from terminals in their homes;

to offer such a system which is particularly useful for dispensing information, goods and services for a wide variety of service industries;

to facilitate immediate access to thousands of products and services by the elderly, disabled persons and others limited by travel or time constraints;

to present such services by means of audio-visual presentations for transactional decisions from prerecorded sound, images and synthesized data;

to centralize product distribution, therefore reducing traditional merchandising overhead costs while increasing manufacturer's product selection, target marketing and advertising promotion of products;

to increase service sector productivity while reducing inventories and out-of-stocks by creating an unlimited number of distribution outlets over geographically extended trade areas which operate 24 hours per day;

to maximize information delivery by interactively involving the customer as opposed to passive viewing.

In furtherance of these additional objects, an automatic system is disclosed for dispensing information, goods and services to consumers in their home. The system comprises a central data processing computer and multiple remote satellite facilities linked to the center. The satellite facilities are sales and information terminals, each equipped with a CRT (Cathode Ray Tube) for receiving and displaying requested customer information from the computer's data sources at the data processing center. Customers interactively display the audio-visual presentations by selecting various choices and entering the choices on a telephone keypad which directs the computer to select from its data sources the requested information and transmit it to the customer's CRT in their home.

The system operates in the following sequence:

1. The customer dials the data processing center and requests access to the system.

2. The data processing center verifies the customer and selects from its data sources the general instructional audio-visual presentation which is routed through the customer's local cable television communication link and transmitted to the customer's sales and informational terminal.

3. The customer views the presentation and selects from the menu presented on the screen the next display.

4. The customer enters on the telephone keypad the selection which is transmitted to the data processing center via the telephone communication link.

5. If the customer decides to purchase a product or service he also enters on the keypad the payment information.

6. After verification and acceptance of the payment, a confirmation message is displayed on the customer's CRT video screen.

7. Information on the transaction is transmitted from the data processing center to the relevant product or service company for fulfillment.

This second alternate embodiment of the invention is directed to a system for automatically dispensing information, goods and services from multiple retailers, and from travel, financial, and other service providers. The data processing center is linked to data sources of various product and service providers for order processing. The data processing center is programmed to respond to customer's directions, select requested audio-visual presentations from its data sources of prerecorded information segments and place them on a television network from where they will be decoded, captured and displayed by the customer's home receiver.

If the customer elects to purchase a product or service, his order is processed by the data processing center. After validation and acceptance, confirmation of the order is displayed on their CRT monitor.

The data processing center stores information about the products and services offered by each supplier, and tabulates sales. The data processing center is programmed to transmit periodically to each institution's data processing terminal, either directly or indirectly, for example through an automated telecommunication network service such as TELENET.RTM.; up-dated information on sales made by the system for that institution.

Suitable data links, such as phone line, cable television and optical fiber data links can be used between the sales and information terminals and the data processing center, and between the service provider's data processing terminals, either directly or indirectly via common carriers. In the latter case, each institution will have its own particular account number with the service to which information on sales made by the system will be delivered. Similarly, the system itself will have an account number to which each institution can deliver information on any changes in prices or services offered.

The data processing center is suitably also linked to a remote credit information center for checking the credit of a customer in response to a sales order and charging a customer's account via debit card, credit card or alternately customer accounts that are also stored at the data processing center for monthly billing.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 represents a general block diagram of the overall system for creating customized travel sales presentations of the preferred embodiment of the invention;

FIGS. 2 and 3 represent organizational charts of travel sales presentations from multiple data sources;

FIG. 4 is a block diagram of the sales presentation organization and display operation;

FIG. 5 is a flow diagram of the information selection and display process;

FIG. 6 is a flow diagram of a detailed information selection process;

FIG. 7 is a general block diagram of the system for automatically processing loan applications according to the first alternate embodiment of the invention;

FIG. 8 is a block diagram showing the major components of the terminal;

FIGS. 9 to 11 are detailed flow diagrams of the system operation.

FIG. 12 is a general block diagram showing an overview of a system for automatically dispensing information, goods and services according to the second alternate embodiment of the invention;

FIGS. 13 to 16 are detailed flow diagrams of the system; and

FIG. 17 is a functional block diagram of a home or office station.

DESCRIPTION OF THE PREFERRED EMBODIMENTS OF THE INVENTION

FIG. 1 represents a general block diagram of the overall system for creating customized travel sales presentations according to the preferred embodiment of the invention. It will be understood that such a system may be used in a variety of other service-oriented industries, such as retail sales and real estate, various financial services and the like.

The system basically comprises one or more special information and sales terminals 2 linked to an airline computerized reservation system 1 which gives access to the data processing installations of various travel suppliers 4. The terminals are all linked to the computerized reservation system by any suitable remote telecommunication links. This automated travel and tour sales system is preferably achieved according to the teaching of U.S. Pat. Nos. Re. 32,115 and 4,567,359 whose specifications are hereby incorporated herein by this reference.

The information and sales terminals 2 include one or more audio-visual data sources 9. These resident data sources are preferably optical disc based with the capabilities for generation of full motion, still-frame, audio compression and related functions to achieve random access audio-visual presentations directed by a microprocessor 14. Data sources 9 may suitably be implemented with a SONY View System brand of videodisc recorder model VIW-5000 and SONY 650 MB cartridge or a CD-ROM player. Various combinations of interactive audio-visual system technology such as CD-ROM, CD-I or DVI may be incorporated to effectuate the travel presentations. The microprocessor 14 is suitably an IBM PS/2 brand of personal computer. The optical memory card reader 12 is of the type disclosed in U.S. Pat. Nos. 4,284,716; 4,542,288; and 4,544,835. The printer 7, CRT 8 and keyboard 13 are standard devices and the interfacing of the various components are well-known to those skilled in the data processing arts.

Organizational chart FIG. 2 describes audio-visual chapter segments organized in topics and subtopics which constitute the tour information and which are identifiable and accessible by frame numbers. A standard videodisc contains 54,000 individual frames or 30 minutes of full motion video which can be accessed randomly. The construction of individualized tour package presentations by frame numbers is managed by the program of the microprocessor 14 as will be explained below. The travel agent enters the client's requests and characteristics to initiate the travel presentations. Each numbered chapter segment contains a transition bridge, so that presentations are not abrupt but rather form a continuous, harmonious dialogue with the client composed in a progressive predetermined format to increase sales effectiveness, for example; country, region, city, hotel and sightseeing. Training and evaluation 29 would typically consist of instructional information which would be presented in the form of lessons.

REMOTE 30 represents textual information which is accessed from the computerized reservation system 1. This information; airline flight times 32 and hotel availability 33 is critical to the tour sales presentation if transportation or lodging is required. Therefore, LOCAL 20, and REMOTE 30 act in conjunction to present an integrated and individualized travel and tour sales travelogue. REMOTE 30 creates dynamic presentations of transitory information such as weather conditions 35 or currency exchange rates 37.

REMOTE 30 can transmit tour codes to activate data sources 36 to information and sales terminal 2. This allows the organization of timely vacation tours in the travel agency. In this manner `special` tours with limited reservation deadlines can be promoted that otherwise could not be marketed in traditional printed brochures.

It will be understood that optimal sales presentation effectiveness is determined by the attention span of the client. Therefore, program design parameters of the mini-travelogues include specific time limitations dependent upon client characteristics. Training and evaluation 38 offer an enhanced instructional program which can also transmit codes to the microprocessor-accessed data sources 9 in concert with transitory information from the computerized reservation system 1 to train and test travel agent proficiency presented on CRT 8.

Organizational chart FIG. 3 describes a secondary selection format which further delineates tourist destinations in multiple subsets. If the client selected Canada 41, the microprocessor would define a Canadian province such as British Columbia 43 as a function of the client's characteristics. Additional organizational A1 format can define cities within the selected province and then tourist features within cities.

FIG. 4 illustrates the selection process for the various segments of the sales presentation. The basic selection data which is either entered on the keyboard 13 by the operator or read by the memory card reader 12 are loaded into the input registers 15 of the microprocessor 14. This basic selection data includes the type of service requested (such as ski weekend, cruise, or camping trip), the approximate date of departure and return, the destination and customer characteristics such as age, gender and preferences. This information serves as addresses for a programmable read only memory (PROM) 16 or other similar device which is driven by a sequencer 17 to deliver a series of specific disc segment addresses 18 or pathways for the videodisc memory data source 9. Some of the addressed segments on the videodisc correspond to inquiries 19 which are sent via a modem 11 to the airline reservation system 1. The answers, mostly reservation information 30, when received, are presented on a split-screen or recorded on the erasable optical disc or other suitable medium for display as part of the sales presentation on the CRT 8.

Three types of randomly accessible segments of data are thus stored in the data source 9, the audio-visually displayable narrative chapters, the inquiries to be sent to the reservation system and the essentially textual reservation systems answers to be combined with the narrative chapters.

Thus, the programmati