Customer & Sale Panel

SivanLand is the internal panel for a company that buys and sells construction materials and steel in a fast, relationship-driven market, running on a “sell first, source later” model — deals are agreed on the phone, payment is collected, and goods are procured afterwards. The panel fuses a daily to-do queue, a VoIP call center, customer & supplier records, a sales funnel, revenue forecasting, customer segmentation and cancellation analytics into one coherent workspace: not a dashboard you stare at, but one that hands you the next decision, simple enough for a non-technical operator to use on day one.

The company didn't need “more software” — it already had an ERP and plenty of data. The pain was that the data and the daily work had drifted apart:

• Operators avoid manual data entry — typing notes into a CRM pays them nothing back in the moment, so they skip it, and every downstream report slowly rots.
• The customer journey is invisible — nobody can see where deals quietly die between first contact and repeat purchase.
• Procurement runs on gut feel — suppliers are chosen from memory, not delivery history, so avoidable delays keep hitting open orders.
• Work is scattered across phone, paper, spreadsheets and the ERP — context is lost in the gaps between them.
• “Smart” features feel like black boxes — when a tool can't explain why, operators ignore it.

The reframe: the software asks people to feed it without ever helping them back, so they stop feeding it — and the intelligence dies with the data. Every time the system asks for something, it must give something back immediately.

I talked through daily routines with sales and procurement staff, shadowed how an operator handles a live deal from first call to payment, reviewed the raw events the ERP already produces, and studied why operators abandon mainstream CRMs. Each insight became a design rule:

• Action-first — opens on what to do today, ranked by urgency, not a wall of charts.
• Timeline-first — each customer is a story of events read like a feed, not a grid of fields.
• Explainable AI — Reason · Confidence · Override — every recommendation shows why, how sure, and a one-tap way to correct it.
• Forms-last — typing is the exception; the system captures data from real events.
• Event-first — orders and payments belong to the ERP (System of Record); SivanLand consumes them as events and turns them into action (System of Action).

The panel is grouped into three plain-language areas — Daily, Customer Segmentation, Records & Reports — deliberately stripped of jargon. An early version used words like “Intelligence Hub” and “Studio”; against non-technical readers those names caused hesitation, so “Segment Studio” became “Build Segment”, “Customer 360” became “Customers”, and “Revenue Intelligence” became “Revenue & Forecast”. A menu label should say what a screen is, not how clever it is.

The daily flow — Today. The operator starts here: a queue pre-sorted into Critical / High / Medium, each card with a one-line reason to act, snooze or override.

The VoIP call flow — the centerpiece. The operator clicks Call; the system does the rest. During the call the voice is recorded, and the moment it ends, the system transcribes the conversation, writes a short summary, and auto-fills the customer's fields (phone, interest, best time to call). The operator only taps an outcome — Interested, Needs follow-up, Bought, Cancel order — and the whole interaction drops into the customer's timeline as a recorded, summarised event. A job that used to be a five-minute form becomes: click, talk, tap.

Cancellation flow. A customer can only cancel before payment; after payment the option is disabled with a plain explanation, so the rule is obvious rather than a dead end.

From segment to action. Segmentation isn't a dead report — picking rules recomputes live metrics, and a segment can be sent straight to Today as an action card for the whole group.

• Today — four live tiles (today's actions, critical count, revenue at risk, resolved today) above a severity-sorted queue; completing a card animates it away and updates the tiles instantly.
• Call Center — call queues, an in-app VoIP dialer with ring/live/wrap states, auto transcript, AI summary with detected intent, auto-filled fields tagged “auto”, one-click outcomes, follow-up routing, and cancel-from-call.
• Customers (360) — identity with segment + RFM chips, a colored health score with its reason, an activity timeline read as a feed, a plain-language “customer story”, and silent-churn flags.
• Suppliers (360) — reliability score, average delivery delay, purchase volume, and how a supplier's risk threatens open customer orders.
• Customer Journey — a seven-stage funnel from Lead to Loyal; the two biggest leaks (Quotation — price objections, and Payment — card friction) are exactly where the daily actions focus.
• Revenue & Forecast — a revenue trend with a forecast line, revenue by segment, and an at-risk-customers list, each with its own explainable reason.
• Build Segment — live segmentation across RFM, behavioral signals and customer-status rule families; population, revenue, potential, churn and growth recompute live as rules change, with an optional file upload for a target list.
• Ready-made Segments — eight prebuilt templates (Champions, VIP at risk, Repeat cancellers, SMS-responders…) that open inside Build Segment to edit or run.
• Order Cancellations — a queue of cancelled orders awaiting a reason, tied to its specific order in one click, feeding a live 90-day reason breakdown.
• Roles & Permissions — six roles (Admin, Segmentation Manager, Sales Manager, Procurement Manager, Finance Manager, Sales Operator), each seeing a clear read-only lock where they can't edit.
• Marketing connection — funnel leaks and RFM scores feed directly into targeted segments and campaigns, with responses tracked back onto the customer timeline.

This strip appears under every AI suggestion in the product: a plain-language reason, a confidence bar and percentage, and a one-tap override the operator can use to say “this is wrong” and pick why. Every override teaches the system — the human is never overruled by a black box, and the black box gets less black over time.

• Plain-language naming — no jargon in the menu.
• Forms-last + one-click outcomes — the lowest possible friction.
• Triple-coded status — color, icon and text together, so meaning never depends on color alone.
• Structural RTL Persian layout — true right-to-left, with Persian numerals throughout.
• Progressive disclosure — summaries first, detail tucked into toggles and the timeline.
• Honest empty & blocked states — a disabled “cancel” explains why instead of just failing.