Acquisition, dealer and digital-channel teams

Acquire a customer who is still there after ninety days

A prospect has been qualified through a dealer. The incentive would win the sale. Half the connections won that way last quarter were inactive within ninety days.

View requirements The product that runs it: Customer Acquisition & Market Share

A pilot's requirements are specified: the data, the authority and the consent design.

Seen by the customer · Retail

From the record, not a run: what would reach them, on Retail, Dealer, Web, USSD.

The case

Annotated from the record

What happened

A prospect is qualified through a dealer, a port-in request or a digital lead.

A prospect has been qualified through a dealer. The incentive would win the sale. Half the connections won that way last quarter were inactive within ninety days.

What it reads

Prospect source and how it was qualified
Consent to contact and duplicate identity checks
Likely value from comparable customers
Incentive budget and dealer terms

Checks before anything is sent

Consent to contact, duplicate identity, eligibility, incentive budget and dealer terms pass.

Every option considered, including doing nothing

The standard first offer through the channel that qualified the prospectConsidered
A smaller incentive where the prospect's likely value does not justify the full oneConsidered
The same offer through a cheaper channelConsidered
No incentive, recorded, where the connection is likely to leave within a quarterConsidered

Doing nothing is one of the outcomes, and it is recorded with its reason. The options are the record's own; a run decides between them.

Evidence record

Preview

Reference: The reference of the saved run.
Decision: One of the options, including no action, with the reason.
Checks: Consent to contact, duplicate identity, eligibility, incentive budget and dealer terms pass.
Evidence kept: Prospect source
consent
duplicate check
offer rationale
incentive
activation
ninety-day status
The measures: Activated connection still active and spending after ninety days, against acquisition cost.
Connection: Written on every record: the systems the run read, and the sample it ran on.

The shape of the record, with no values. A reference appears only after a run is saved.

The improvement, and how it is measured

Hypothesis

A connection that leaves within a quarter cost the incentive and the dealer commission and earned nothing; acquisition is measured on who stays, not on who signed.

Modelled

The mechanism that could produce the result, stated; the figure is measured in the pilot.

Observed

Measured in a pilot’s validate stage, on your systems, against a comparison agreed first.

The result, the mechanism, the measurement, and the record’s five answers

Desired result

Incremental revenue or retention; lower contact waste; improved conversion with margin guardrails

Mechanism

Ingest → qualify → score → apply limits/consent → assign control → execute approved action → capture delivery and business outcome → monitor/retrain

Measurement

Randomised holdout where feasible; intent-to-treat primary view; pre-declared denominator; guardrails for complaints, margin and opt-out

Measured on: Eligible population; treatment rate; conversion; incremental revenue; ARPU; churn; contact rate; margin; opt-out; decision latency

01
Desired result
The result wanted.
Incremental revenue or retention; lower contact waste; improved conversion with margin guardrails
02
Mechanism
The mechanism that could produce it.
Ingest → qualify → score → apply limits/consent → assign control → execute approved action → capture delivery and business outcome → monitor/retrain
03
Evidence required
The records kept to show it.
Decision log; eligibility snapshot; price/order response; delivery receipt; control assignment; revenue/outcome ledger
04
Costs and risks
The cost, and the ways it can go wrong.
Costs: Setup fee + annual product subscription; optional managed execution fee; optional verified-outcome fee with agreed baseline
If it fails: Fail closed on eligibility/consent/price; queue retryable events; do not duplicate orders; route exception to campaign operations
05
Measurement approach
The measure that shows it helped.
Randomised holdout where feasible; intent-to-treat primary view; pre-declared denominator; guardrails for complaints, margin and opt-out
Measured on: Eligible population; treatment rate; conversion; incremental revenue; ARPU; churn; contact rate; margin; opt-out; decision latency

Measured in the pilot's validate stage, on your systems, with the comparison agreed first. Every line above is the record's own design intent.

The business side

The change: Activated connection still active and spending after ninety days, against acquisition cost.
Running cost: Setup fee + annual product subscription; optional managed execution fee; optional verified-outcome fee with agreed baseline
What evidence supports it: Prospect source, consent, duplicate check, offer rationale, incentive, activation and ninety-day status.

The journey in detail

Step by step, from both sides

Step	What the customer experiences	What the operator does
The momentThe moment that started it.	A prospect is qualified through a dealer, a port-in request or a digital lead.	Reads prospect source and how it was qualified, consent to contact and duplicate identity checks, likely value from comparable customers, incentive budget and dealer terms.
The decisionThe decision to be made.	The customer's screen is unchanged.	Ranks a first offer, a channel and an incentive against the prospect's likely value and the cost of acquiring them.
The safeguardsThe conditions that stop it.	Still unchanged: the action waits until every check has passed.	Consent to contact, duplicate identity, eligibility, incentive budget and dealer terms pass.
The actionThe action that reaches the customer.	Present one first offer through the permitted channel and activate the connection on acceptance. Reaches them on Retail, Dealer, Web, USSD.	Recommends. The system that holds the right confirms, charges or provisions.
When it goes wrongThe failure, and the recovery.	The prospect is an existing customer under a second identity, and the incentive would pay for a connection the operator already has.	The duplicate check stops the incentive, the dealer sees the reason, and the prospect is offered a legitimate second-line product instead.
The resultThe change it made.	What changed for them is what is counted; nothing else is claimed.	Activated connection still active and spending after ninety days, against acquisition cost.
The proofThe proof anyone can check.	Can be answered for, later, from the record.	Prospect source, consent, duplicate check, offer rationale, incentive, activation and ninety-day status.

Operator systems remain authoritative. HeuriTel reads these to propose an action; it does not decide on their behalf.

The failure, and the recovery

What goes wrong

The prospect is an existing customer under a second identity, and the incentive would pay for a connection the operator already has.

What happens then

The duplicate check stops the incentive, the dealer sees the reason, and the prospect is offered a legitimate second-line product instead.

The products in this journey

Runs the decision
Customer Acquisition & Market Share
When a prospect is qualified, compare the standard offer, a smaller incentive, a cheaper channel and no incentive, against likely value and the cost of the acquisition.
Contributes
Pack, Pricing & Recharge
the first pack a new customer is offered
Contributes
Fraud, Identity & Customer Protection
the duplicate-identity and dealer checks an incentive depends on
The definition it demonstratesHeuriTel Acquisition Offers
Results it movesImprove customer acquisition · Grow customer revenue

Available to see today

A pilot's requirements are specified: the data, the authority and the consent design.

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