Acquire the customer who is still there in ninety days, not the sale that leaves with the incentive.
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.
For Acquisition, dealer and digital-channel teams.
The first offer and incentive this prospect gets, its channel, and the point at which the acquisition is not worth its cost.
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.
The standard first offer through the channel that qualified the prospect
A smaller incentive where the prospect's likely value does not justify the full one
The same offer through a cheaper channel
No incentive, recorded, where the connection is likely to leave within a quarter
What it does
Three things it helps you decide or do.
Qualify the prospect before the incentive is spent
Source, consent, duplicate identity and comparable-customer value are read before an offer is made, so an incentive is never the first thing that happens.
customer_id
account_type
tenure_days
active_products
recharge_30d
usage_30d
revenue_30d
last_contact
consent_status
outcome_label
Compare offers, incentives and channels, including none
The standard offer, a smaller incentive, a cheaper channel and no incentive are ranked, and the consent, duplicate, eligibility and budget checks can refuse.
No consent
ineligible product
price/catalogue mismatch
contact cap
credit/fraud block
channel unavailable
control assignment
Measure acquisition on who stays
Activation, ninety-day status and acquisition cost are recorded separately, so a signed connection is never counted as an acquired customer by itself.
Decision log
eligibility snapshot
price/order response
delivery receipt
control assignment
revenue/outcome ledger
The journey
Acquire a customer who is still there after ninety days
No demonstration is configured for this product yet.
Acquisition, dealer and digital-channel teams
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.
Nothing reaches the customer yet.
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 nothing. No action is sent 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, in Kiswahili, English.
Recommends. The system that holds the right confirms, charges or provisions.
When it goes wrongRefusal, failure and 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.
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.
Desired result: Incremental revenue or retention; lower contact waste; improved conversion with margin guardrails
Modelled not observed
No figure is modelled for this journey. The mechanism that could produce the result is stated instead.
Ingest → qualify → score → apply limits/consent → assign control → execute approved action → capture delivery and business outcome → monitor/retrain
Observed
Nothing yet. Measurement begins in a pilot’s validate stage, on your systems, against a comparison agreed first.
Randomised holdout where feasible; intent-to-treat primary view; pre-declared denominator; guardrails for complaints, margin and opt-out
Nothing has been observed for this product. Every line above is the record's own design intent; measurement begins in a pilot's validate stage, on your systems, with the comparison agreed first.
The business side
The change
Activated connection still active and spending after ninety days, against acquisition cost.
Identify eligible records for customer acquisition, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for port-in acquisition, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for competitor win-over, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for acquisition offers, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for acquisition channel optimisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for referral acquisition, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0028
HeuriTel Lead ConversionDecision definitionHT-0029
Identify eligible records for lead conversion, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0029
HeuriTel Digital AcquisitionDecision definitionHT-0030
Identify eligible records for digital acquisition, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for retail acquisition, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for location-based acquisition, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for market share growth, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Identify eligible records for acquisition cost optimisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
/d/HT-0034
HeuriTel Dealer Lead PrioritisationDecision definitionHT-0035
Identify eligible records for dealer lead prioritisation, choose from approved actions including no action, execute through the system of record, and measure the agreed business outcome.
Use network, customer and economic data to support coverage-led acquisition, with operator-approved actions, change controls and post-action verification.
Four stages, and what has to be true before the next one starts.
12-16 weeks to pilot; 2-4 additional weeks per market after reusable interfaces exist. A team of 8 roles, named in the record rather than promised.
01
Scope
One use case, one value unit and a denominator finance has agreed to. Without these there is nothing a later result can be compared against.
Confirm value unit
select use case
baseline denominator
02
Connect
The attributes mapped from your systems, and the decision and outcome interfaces working in both directions.
map attributes
integrate decision and outcome APIs
03
Validate
Eligibility agreed, a dry run with nothing sent, then a controlled pilot with a holdout that is actually respected.
build eligibility
dry run
controlled pilot
04
Operate
The live loop: decide, check, execute through your systems, capture what came back, and measure against the control.
Ingest
qualify
score
apply limits/consent
assign control
execute approved action
capture delivery and business outcome
monitor/retrain
Who does it. 1 telecom product lead · 1 CVM specialist · 1 data engineer · 1 ML engineer · 1 integration developer · 0.5 QA · 0.5 DevSecOps · 1 deployment coordinator
Four states are tracked, and each is assessed against your systems.
Readiness is assessed per client: nothing is offered as pilot-ready until your data, your integration and your authority have been checked.
Readiness
Needs client data and integration review
The client’s data and integration position.Runtime / build state
Target product definition
What exists as running software.Surface state
Not audited
Whether this product shows the entry anywhere.Client status
Not assessed
Where a named client has reached.
Next steps from here.
14 definitions sit under Customer Acquisition & Market Share. The two links that matter first are the journey this page describes, and the rest of the family it belongs to.
