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Siebel Analytics CME Business Scenario

This scenario is an example of a process flow performed by several employees in a communication, media, or energy organization. It illustrates employees analyzing and acting on loyalty and retention program effectiveness, sales performance, service trends, and customer satisfaction results. Your organization may have a different process flow.

Marketing Manager

The marketing manager is responsible for customer loyalty and retention, with an emphasis on the customers that generate the most revenue. The marketing manager uses the Loyalty Management dashboard to identify customers with the highest lifetime value. Within this customer group, the marketing manager identifies the customers with the highest churn propensity. These customers are then targeted in a loyalty and retention campaign.

The marketing manager can further segment these customers by viewing other metrics, such as upsell and cross-sell propensities and financial risk. The marketing manager can also view information about each customer's recent purchase activity, purchase activity frequency, and monetary quintile.

Sales Manager

The sales manager is responsible for understanding the revenue performance of the organization's products and services, and which customers generate the most revenue. The sales manager uses the Revenue Management dashboard and the Account Management dashboard to view information about sales performance for service activations, service modifications, and service disconnections.

The sales manager uses the Revenue Management dashboard to see a product-based view of sales performance. It shows service order sales trends over time and the best selling product lines, products, and services. The sales manager can access more detailed information about items of interest.

The sales manager uses the Account Management dashboard to see a customer-based view of sales performance. It shows the best-performing accounts, and the best-selling products and services for individual accounts.

Sales Representative

The sales representative is responsible for sales and customer satisfaction at specific accounts. The sales representative uses the Account Management dashboard to see sales and service performance indicators. The sales representative uses this information to monitor account status and to prepare for sales calls.

The sales representative can limit the analysis to a single account and date range, to see revenue and order volume performance for service activations, modifications, and disconnections. The sales representative can also examine service metrics about the account's trouble ticket history and satisfaction scores.

Product Manager

The product manager is responsible for the sales effectiveness of a particular product and its value proposition to customers. The product manager uses the Revenue Management dashboard to see which products are selling well. The product manager can narrow the analysis to a single product or service.

To see revenue trends for products or services, the product manager can narrow the analysis to any date range.

Service Manager

The service manager is responsible for customer service and customer satisfaction. The service manager uses the Account Management dashboard to view key service and customer satisfaction performance indicators, at aggregated customer levels and at account-specific levels.

By analyzing trouble tickets, the service manager can determine why, when, and how trouble tickets occur, their effect on customers, and trends over time. The service manager can use this information in efforts to reduce future trouble tickets.

By analyzing customer satisfaction surveys, the service manager can determine customer satisfaction levels, identify areas where service improvements are needed, and track the responsiveness of key customers.


 Siebel Analytics User Guide 
 Published: 18 April 2003