Pricing, pack and CVM teams

Offer the pack that fits how a customer actually uses data

A customer keeps renewing a monthly pack and uses a third of it. Another keeps buying daily packs that cost more than the weekly one would.

View requirements The product that runs it: Pack, Pricing & Recharge

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

Seen by the customer · App

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

The case

Annotated from the record

What happened

A customer's usage has drifted away from the pack they keep buying.

A customer keeps renewing a monthly pack and uses a third of it. Another keeps buying daily packs that cost more than the weekly one would.

What it reads

Usage against the pack over the last three renewals
The pack ladder and each pack's margin
Affordability from recharge denominations
Consent and recent contact

Checks before anything is sent

Affordability, margin, cannibalisation, catalogue and consent checks pass.

Every option considered, including doing nothing

A pack that fits their usage, even when it earns less this monthConsidered
A price or validity change on the pack they already buyConsidered
A renewal reminder with no change to the packConsidered
No action, where the current pack is the fair oneConsidered

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: Affordability, margin, cannibalisation, catalogue and consent checks pass.
Evidence kept: Usage window
pack ladder version
ranking reasons
margin floor
confirmation
order
The measures: Accepted pack change and incremental margin against the pack they kept buying.
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 pack that fits is renewed; a pack that does not is abandoned, and a discount on the wrong pack costs margin without keeping anyone.

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: Accepted pack change and incremental margin against the pack they kept buying.
Running cost: Setup fee + annual product subscription; optional managed execution fee; optional verified-outcome fee with agreed baseline
What evidence supports it: Usage window, pack ladder version, ranking reasons, margin floor, confirmation and order.

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 customer's usage has drifted away from the pack they keep buying.	Reads usage against the pack over the last three renewals, the pack ladder and each pack's margin, affordability from recharge denominations, consent and recent contact.
The decisionThe decision to be made.	The customer's screen is unchanged.	Ranks a better-fitting pack, a price change, a renewal reminder or no action.
The safeguardsThe conditions that stop it.	Still unchanged: the action waits until every check has passed.	Affordability, margin, cannibalisation, catalogue and consent checks pass.
The actionThe action that reaches the customer.	Present one pack the customer can afford and the operator can fulfil, and provision it on confirmation. Reaches them on App, USSD, SMS, Retail.	Recommends. The system that holds the right confirms, charges or provisions.
When it goes wrongThe failure, and the recovery.	The better-fitting pack would cannibalise a pack the customer would have kept buying, and the margin floor is missed.	The cannibalisation check stops the offer, the renewal reminder goes instead, and the pack ladder question is routed to pricing with the evidence.
The resultThe change it made.	What changed for them is what is counted; nothing else is claimed.	Accepted pack change and incremental margin against the pack they kept buying.
The proofThe proof anyone can check.	Can be answered for, later, from the record.	Usage window, pack ladder version, ranking reasons, margin floor, confirmation and order.

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 better-fitting pack would cannibalise a pack the customer would have kept buying, and the margin floor is missed.

What happens then

The cannibalisation check stops the offer, the renewal reminder goes instead, and the pack ladder question is routed to pricing with the evidence.

The products in this journey

Runs the decision
Pack, Pricing & Recharge
When usage and the pack drift apart, compare a better fit, a price change, a reminder and leaving the ladder alone, before the margin floor is spent.
Contributes
Customer Growth & CVM
the longer-horizon decision that reads the same usage and consent signals
Contributes
Revenue, Margin & Commercial Spend
where the margin floor and the incentive budget are set
The definition it demonstratesHeuriTel Next Best Pack
Results it movesGrow customer revenue

Available to see today

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

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