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Scenario for Real-Time Decisions

This topic gives one example of how RTD might be used. You might use RTD differently, depending on your business model.

A marketing manager has been asked to use the call center to drive proactive retention management and increase revenues from cross- and up-sell offers. The manager decides to implement the RTD application for Siebel Call Center.

The marketing manager asks the marketing or system administrator to configure the RTD server. After the system administrator configures RTD, the marketing manager uses Siebel Marketing to create a marketing campaign specifically for inbound calls.

Then, the marketing manager creates offers within the campaign. Each offer can have one or more associated treatments. A treatment is a form of an offer that is specific to a particular channel. For example, you might have a phone treatment of an offer. After Siebel RTD is synchronized with Siebel Enterprise Server, choices in Siebel RTD correspond to treatments in Siebel Enterprise Server. After the marketing manager creates offers within the campaign, the manager can then change some settings for the treatments associated with the offer. For example, the manager can add a profit margin figure associated with an offer.

The marketing manager can then create rules, or groups of rules, which determine the eligibility of customers for an offer. For example, the manager might set up rules so that an offer is eligible only to customers over the age of 21 years, with a salary of more than $35,000.

The marketing manager can now add or update offer information, such as the profit margin associated with the offer. The marketing manager must then deploy the updates to an inline service to make the offers available to agents. Agents can then work with views in Siebel Call Center as they receive calls from customers.