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Understanding Campaigns

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This section provides overview information that you will need to understand the instructions provided in the Making Outbound Campaign Calls section. This section assumes that you are already familiar with the information in Contacts and Prospects.

Call Guides and SmartScripts

During campaign calls, whether inbound or outbound, agents often use call guides or SmartScripts to make sure that the information given to the contact or prospect is correct, complete, and professionally delivered.

A call guide is prepared text that the agent can read or reference during the call. A SmartScript is a more flexible method of directing communication during a call—the agent asks a series of specific questions, and the SmartScript suggests different follow-up questions and statements depending on how the contact or prospect responds to each question.

Call guides and SmartScripts are prepared as part of campaign planning. For information about planning campaigns and creating call guides, see Siebel Marketing Guide. For information about creating SmartScripts, see Siebel SmartScript Administration Guide.

For information about using a call guide during a campaign call, see To use a call guide during a campaign call. For information about using a SmartScript during a campaign call, see To use a SmartScript during a campaign call.

Campaign Response Types

When a campaign is planned, the campaign is assigned a response type. The response type affects the availability of certain buttons in Campaign views, and it is used to indicate the level of detail that agents are expected to gather for certain kinds of campaign responses. Table 3 lists the purposes of each response type, and the buttons that are available for that type in the Campaign Overview view and the Campaign Contacts/Prospects view.

Table 3. Response Type Purposes and Button Availability

Response Type	Purposes	Available Buttons
Opportunity	Record detailed information about campaign responses that represent sales opportunities. Record minimal information about campaign responses that do not represent sales opportunities. This can be done in the Campaign Overview view or the Campaign Contacts/Prospects view, without switching to the Responses screen.	Create Opportunity View Responses
Response	Record detailed information about all campaign responses, whether or not they represent sales opportunities. Especially appropriate for campaigns that are not expected to result in immediate sales opportunities, such as campaigns to encourage attendance at an upcoming event, or campaigns that survey existing customers on questions not directly leading to sales.	Create Opportunity Create Response View Responses

Attachments, orders, and products can be associated with either response or opportunity records. Campaigns of either response type can be set to create a response record, automatically, when an agent creates an opportunity record. Marketing managers and campaign managers use these response records to evaluate the performance of the campaign. The following paragraphs provide more detail about how agents typically interact with each response type.

Response Campaigns

When a Response campaign is in progress, the agent normally works in the Overview view of the Campaigns screen. When a contact or prospect is successfully reached, the agent clicks Create Response to display the Response screen, where detailed information about the level of interest of the contact or prospect can be recorded. After recording the response, the agent clicks the thread bar to return to the Campaigns Overview.

Opportunity Campaigns

When an Opportunity campaign is in progress, the agent also normally works in the Overview view of the Campaigns screen. When a contact or prospect is successfully reached, the agent determines the level of interest of the contact or prospect, then uses one of the following options to record the outcome:

To record a sales opportunity, the agent clicks Create Opportunity, to display the Opportunity screen, where detailed information can be recorded. After recording the opportunity, the agent clicks the thread bar to return to the Campaigns Overview view. Clicking Create Opportunity automatically selects the Done check box in the Campaigns Overview view.
To record anything except a sales opportunity, the agent continues to work in the Campaign Overview view, choosing appropriate settings for the Status and Call Outcome field. When finished, the agent selects the Done check box and proceeds to the next Contact or Prospect record.

Provided that the campaign has a Primary Offer, either manual or automatic selection of the Done check box automatically creates a Response record. When this occurs, the value of the Outcome field in the Campaign Overview is automatically mapped to an equivalent value in the Response Type field in the Response record. If there is no Primary Offer for the campaign, no Response record is created.

The following sections describe typical campaign tasks performed by call center agents:

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