Business outcome
Grow customer revenue
Value leaving the base quietly, and the safe action that keeps it.
The change
Find value movement in recharge, pack, price and channel behaviour, and act on it inside approved policy.
- Who is accountable
- CMO, Head of CVM, Prepaid or Postpaid Growth
- Written for
- Telecom Operator, MVNO / MVNE
Journeys that serve it
- Recover a customer who has quietly stopped buying data packsCommercial, CVM and retention teams
A customer who bought a data pack every month for a year has bought nothing for six weeks. Nothing has broken and nobody has complained.
A regular buyer who stops is revenue already leaving. Keeping them on a pack that fits is worth more than the next promotion sent to everyone.
Runs end to end, configured for your organisation and market.
- Sell everyday AI access on the phone bill, in the customer's own languageDigital services, product and partnerships teams
A customer wants useful AI in Kiswahili or Sheng, has no card, and will not create an account with a foreign provider.
Billing it through the operator's own charging keeps the subscription, the upgrade and the credits on the operator's ledger.
The subscriber's own screen. The operator-side decision journey is not yet runnable.
- Help a customer with no credit get back onlinePrepaid, digital channel and commercial teams
A customer's data has run out. They cannot browse, cannot reach the app, and have no credit to buy more.
A customer who cannot get back online buys nothing until they do. Restoring the service is the revenue moment itself.
A pilot's requirements are specified: the data, the authority and the consent design.
- Give a small business customer marketing they can actually runEnterprise, SME and digital services teams
A shop on the operator's network wants customers. It has no marketing team, no agency and no budget for either.
Subscription, credits and media spend are new lines on an account that used to pay only for airtime.
A pilot's requirements are specified: the data, the authority and the consent design.
- Offer the pack that fits how a customer actually uses dataPricing, pack and CVM teams
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.
A customer renewing a pack that fits stays on the ladder; one buying the wrong pack drifts off it, and the operator loses the renewal rather than the difference.
A pilot's requirements are specified: the data, the authority and the consent design.
- Send one relevant message instead of five competing onesCampaign, personalisation and contact-policy teams
Three campaigns are eligible for the same customer this week. Each has a target. The customer has a contact limit and a complaint history.
Response comes from relevance; the one message that fits earns more than five that compete for the same attention.
A pilot's requirements are specified: the data, the authority and the consent design.
- Reward the behaviour a reward can actually changeLoyalty, rewards and CVM teams
A customer has hit the points threshold the programme promised a reward for. Another is about to lapse, and a reward might keep them. A third would have stayed anyway.
The programme earns when a reward keeps or grows a customer's spend; it loses when it pays for behaviour the operator was already getting.
A pilot's requirements are specified: the data, the authority and the consent design.
- Acquire a customer who is still there after ninety daysAcquisition, dealer and digital-channel teams
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.
A first offer that fits is the start of a value relationship; one bought with an incentive is revenue that leaves with the incentive.
A pilot's requirements are specified: the data, the authority and the consent design.
- Make the next in-app offer one the customer can actually buyDigital channel, app and e-commerce teams
A customer opens the app to check their balance. Three banners compete for the space. Last month's banner was for a pack they had already bought.
An offer bought in the app is revenue with no incentive and no call behind it, which is why an app that shows offers nobody can buy costs more than it looks.
A pilot's requirements are specified: the data, the authority and the consent design.
- Help a traveller choose coverage that works where they landRoaming, eSIM and travel product teams
A customer has a flight tomorrow. Their phone supports eSIM. Last trip, they turned data off at the border and bought a local SIM at the airport.
Roaming revenue is earned when the traveller decides where their data will come from, and lost when the answer arrives after they land.
A pilot's requirements are specified: the data, the authority and the consent design.
- Offer a device the customer can afford and the operator can actually deliverDevice, retail and channel teams
A customer's handset drops the network on 4G. The flagship on the shelf would sell, on instalments they cannot carry. A cheaper device would keep them on the plan they have.
A device on a plan is revenue for the term of the plan; a device that comes back is the term's revenue reversed.
A pilot's requirements are specified: the data, the authority and the consent design.
- Sell only the broadband that can be installed at the addressBroadband, fibre and fixed-wireless teams
A household wants fibre. The map says the street is covered. The last three orders on that street were cancelled after the installer found no port.
Broadband revenue begins at installation, not at the sale, and an address that cannot be served earns nothing however many times it is sold to.
A pilot's requirements are specified: the data, the authority and the consent design.
- Offer a content or gaming bundle the customer can actually useDigital services, content and partnerships teams
A customer streams football every weekend on mobile data. A sports pass would save them money. Their plan does not include the partner app, and the pass cannot be cancelled from the app.
A bundle that is used renews; the revenue is the renewals net of the partner share, not the first activation.
A pilot's requirements are specified: the data, the authority and the consent design.
- Make one decision per customer, and keep the group you did not treatDecisioning, data and CVM operations teams
A customer event arrives. Three rules, two models and a campaign each want something to happen. Only one thing can, and somebody has to be able to say afterwards whether it worked.
A decision measured against the customers it held back is the only one whose value can be claimed; the rest is activity.
No demonstration is configured for this journey yet.
- Spend the incentive where it earns a margin, and nowhere elseCommercial finance, CVM and campaign teams
A retention campaign has a budget and a list. Everyone on the list would get the same discount, including the customers who were staying anyway.
Margin is what a retention budget is for; a discount that keeps a customer who would have stayed is spend without a return.
No demonstration is configured for this journey yet.
Products that answer it
- Customer Growth & CVMIdentify eligible records for cvm, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.Runs end to end
- Pack, Pricing & RechargeUse customer affordability, usage, renewal and margin data to improve pack intelligence while controlling cannibalisation and measuring incremental value.Interactive preview
- Real-Time Revenue MomentsDetect the zero balance event in real time and choose the safest service-restoration or monetisation action without creating duplicate charges or unaffordable credit.Interactive preview
- Campaigns & PersonalisationIdentify eligible records for campaign management, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.Interactive preview
- Loyalty & RewardsIdentify eligible records for loyalty, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.Requirements discovery
- Revenue, Margin & Commercial SpendIdentify eligible records for revenue growth, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.Requirements discovery
Next step
A working session prepares this outcome against your own data, systems and policy, with one success and one failure and the evidence behind both.