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Adding Responses to Programs

Siebel Marketing includes a Responses shape in the Program Flow view. Right-clicking this shape and choosing Define Response navigates to the Program screen, Design, then Response Definition view, which contains all response definitions within the current program (for all stages). Deleting a response definition here also deletes the shape from the Program Flow designer view. For more information on response definitions, see About Using Response Management.

Right-clicking the Responses shape and choosing Generate Responses opens a dialog box that allows users to manually run the response generation process.

Use the following procedure to add a response to a program, using the Program Flow workspace.

To add a response to a program

1. Navigate to the Programs screen.
2. In the Programs list, click a program.
3. Click the Design view tab.
4. In the Program Flow workspace, select a stage and add a Response object from the palette.
5. To complete response details, double-click the Response object in the workspace.
6. In the Response Definitions view tab, in the Details list, add or modify response details.

   For details about fields in the Response Definition applet, see About Response Definitions.

7. In the Response Values list applet, add a segment or segment tree.

About Inferred Responses

Response Definition functionality allows users to capture and persist inferred responses. An inferred response occurs when a customer does not respond in a concrete sense, but has changed his behavior in a specified manner over a specified time period. This differs from a hard response, where a customer explicitly accepts an offer through a conventional, direct channel, such as verbal acceptance of an offer by phone. Hard responses can also come through a conventional, indirect channel, such as clicking a link on a specific site.

Inferred responses are supported in the Response Definitions view. To see this view, navigate to the Program screen, Design, and then the Response Definitions view. A segment tree can define mutually exclusive inferences. For example, two response segments could be defined as:

• Customers who bought product X in the last 3 months.
• Customers who bought product Y in the last 3 months.

To prevent duplicate results, a segment tree can ensure that only one response record is created and only one follow-up action is taken.