Micro-Engagement Platform for Mobile Customer Interaction
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Solution Overview
Problem
Customers face information overload and decision fatigue due to traditional engagement methods like IVR, desktop web chats, emails, and web pages, which require committed time and attention, whereas mobile messaging offers a more effective way to engage quickly, but existing solutions often send entire web pages via links, leading to disengagement.
Innovation Solution
A micro-engagement platform that breaks down customer engagement into short, sequential snippets of information delivered via mobile devices through various channels like SMS, mobile browsers, and apps, allowing customers to respond immediately or later, with analytics for monitoring progress and dynamic goal adjustments.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If traditional engagement methods like IVR, desktop web chats, emails, and web pages are used, then comprehensive information can be delivered to customers, but customers experience information overload and decision fatigue requiring committed time and attention
Solution Approach 1:
The patent segments comprehensive engagement content into multiple micro-engagements, each delivering a small snippet of information. Instead of presenting all information at once through traditional methods, the system breaks down web pages, emails, and chat content into sequential micro-content units that customers can consume in short bursts during their daily activities, eliminating information overload while maintaining complete information delivery.
Solution Approach 2:
The system dynamically adapts the engagement flow based on customer responses and behavior. Micro-engagements are delivered sequentially, with each subsequent micro-engagement adjusted based on previous customer interactions. This dynamic adaptation allows the system to deliver comprehensive information over time while accommodating the customer's available attention and reducing decision fatigue through progressive disclosure.
2Loss of information
If entire web pages are sent via links in text messages, then complete information is provided to customers, but customers ignore or postpone the engagement due to committed engagement requirements
Solution Approach 1:
The patent segments web page content into multiple micro-engagements delivered via mobile messaging. Instead of sending a single link to an entire web page requiring committed engagement, the system delivers small snippets of information sequentially through SMS or mobile web, allowing customers to engage with content in short bursts during their daily activities, thereby maintaining information completeness while dramatically improving engagement completion rates.
Solution Approach 2:
The system employs periodic delivery of micro-engagements rather than a single comprehensive message. Content is delivered in periodic snippets across multiple messages, allowing customers to process and respond to information incrementally. This periodic action transforms a single committed engagement into multiple micro-interactions, significantly improving the likelihood of complete engagement while maintaining information delivery.
3Reliability
If customers are required to start and complete engagement all at once through committed modes, then deep engagement can be achieved, but customers lack flexibility and may postpone or ignore engagement
Solution Approach 1:
The patent segments a single comprehensive engagement into multiple micro-engagements that can be delivered and completed at different times. Each micro-engagement represents a small, self-contained interaction unit that contributes to the overall engagement goal. This segmentation enables customers to engage flexibly across their daily routine while the system maintains tracking of progress toward complete engagement, achieving both flexibility and engagement depth.
Solution Approach 2:
The system implements continuous feedback mechanisms to track customer progress through the sequence of micro-engagements. Each customer response is captured and used to determine the next appropriate micro-engagement to deliver. This feedback loop ensures that even though engagement is distributed over time, the system maintains awareness of engagement depth and can adapt to guide customers toward complete engagement while preserving flexibility.
Data Source
AI summary
A micro-engagement platform system and method for creating and launching micro-engagements is disclosed. The platform enables creation of a set of one or more micro-engagements, which are short snippets of information exchanged as part of an overall goal of customer engagement; couples micro-engagements to intended customers on their mobile device via messaging; collects responses that a customer sends immediately or at a later point in time; initiates the next micro-engagement in the sequence after getting a response from the customer to the previous micro-engagement as part of the overall goal. The platform chooses from one of a plurality of modes of delivery for that snippet of information; modes can be SMS, mobile browser or ore or more mobile apps.