A customer's usage has drifted away from the pack they keep buying.
A different pack, a price change, a renewal nudge, or the ladder left alone — the one that fits.
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
Before anything reaches the customer: Affordability, margin, cannibalisation, catalogue and consent checks pass.
What would reach them: Present one pack the customer can afford and the operator can fulfil, and provision it on confirmation. On App, USSD, SMS, Retail.
A different pack, a price change, a renewal nudge, or the ladder left alone — the one that fits.
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 pack that fits their usage, even when it earns less this month
A price or validity change on the pack they already buy
A renewal reminder with no change to the pack
No action, where the current pack is the fair one
What it does
Three things it helps you decide or do.
Read how the pack is actually used
Usage against the pack over recent renewals, recharge denominations and the ladder's own margins are what a fair offer is judged on.
customer_id
account_type
tenure_days
active_products
recharge_30d
usage_30d
revenue_30d
last_contact
consent_status
outcome_label
Compare a better fit with the pack they keep buying
A right-sized pack, a price change, a reminder and no action are ranked together, and the affordability, margin and cannibalisation checks can refuse any of them.
No consent
ineligible product
price/catalogue mismatch
contact cap
credit/fraud block
channel unavailable
control assignment
Keep the order, the margin and the effect apart
What was offered, what was ordered and what it earned against the pack the customer kept buying are recorded separately, so a pack change is never counted as growth by itself.
Decision log
eligibility snapshot
price/order response
delivery receipt
control assignment
revenue/outcome ledger
The journey
Offer the pack that fits how a customer actually uses data
The value-movement surface this product decides against.
Pricing, pack and CVM teams
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.
Nothing reaches the customer yet.
Ranks a better-fitting pack, a price change, a renewal reminder or no action.
The safeguardsThe conditions that stop it.
Still nothing. No action is sent 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, in Kiswahili, English.
Recommends. The system that holds the right confirms, charges or provisions.
When it goes wrongRefusal, failure and 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.
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
Accepted pack change and incremental margin against the pack they kept buying.
Use customer affordability, usage, renewal and margin data to improve pack intelligence while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve pack portfolio optimisation while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve pack rationalisation while controlling cannibalisation and measuring incremental value.
/d/HT-0039
HeuriTel Next Best PackDecision definitionHT-0040
Rank only offers the customer can buy and the operator can fulfil, then capture order, margin and incremental conversion.
/d/HT-0040
HeuriTel Pack MigrationDecision definitionHT-0041
Use customer affordability, usage, renewal and margin data to improve pack migration while controlling cannibalisation and measuring incremental value.
/d/HT-0041
HeuriTel Pack PricingDecision definitionHT-0042
Use customer affordability, usage, renewal and margin data to improve pack pricing while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve pack cannibalisation while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve pack affordability while controlling cannibalisation and measuring incremental value.
/d/HT-0044
HeuriTel Pack ValidityDecision definitionHT-0045
Use customer affordability, usage, renewal and margin data to improve pack validity while controlling cannibalisation and measuring incremental value.
/d/HT-0045
HeuriTel Data Pack OptimisationDecision definitionHT-0046
Use customer affordability, usage, renewal and margin data to improve data pack optimisation while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve voice pack optimisation while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve combo pack optimisation while controlling cannibalisation and measuring incremental value.
/d/HT-0048
HeuriTel Micro-PackDecision definitionHT-0049
Use customer affordability, usage, renewal and margin data to improve micro-pack while controlling cannibalisation and measuring incremental value.
/d/HT-0049
HeuriTel App-Only PackDecision definitionHT-0050
Use customer affordability, usage, renewal and margin data to improve app-only pack while controlling cannibalisation and measuring incremental value.
/d/HT-0050
HeuriTel Loyalty PackDecision definitionHT-0051
Use customer affordability, usage, renewal and margin data to improve loyalty pack while controlling cannibalisation and measuring incremental value.
/d/HT-0051
HeuriTel Sports PackDecision definitionHT-0052
Use customer affordability, usage, renewal and margin data to improve sports pack while controlling cannibalisation and measuring incremental value.
/d/HT-0052
HeuriTel Content PackDecision definitionHT-0053
Use customer affordability, usage, renewal and margin data to improve content pack while controlling cannibalisation and measuring incremental value.
/d/HT-0053
HeuriTel Family PackDecision definitionHT-0054
Use customer affordability, usage, renewal and margin data to improve family pack while controlling cannibalisation and measuring incremental value.
/d/HT-0054
HeuriTel Youth PackDecision definitionHT-0055
Use customer affordability, usage, renewal and margin data to improve youth pack while controlling cannibalisation and measuring incremental value.
/d/HT-0055
HeuriTel Student PackDecision definitionHT-0056
Use customer affordability, usage, renewal and margin data to improve student pack while controlling cannibalisation and measuring incremental value.
/d/HT-0056
HeuriTel SME PackDecision definitionHT-0057
Use customer affordability, usage, renewal and margin data to improve sme pack while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve recharge intelligence while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve recharge denomination while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve recharge frequency while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve recharge migration while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve recharge optimisation while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve competitor pack intelligence while controlling cannibalisation and measuring incremental value.
/d/HT-0063
HeuriTel Bundle BuilderDecision definitionHT-0064
Use customer affordability, usage, renewal and margin data to improve bundle builder while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve personalised pack while controlling cannibalisation and measuring incremental value.
Use customer affordability, usage, renewal and margin data to improve dynamic pack pricing while controlling cannibalisation and measuring incremental value.
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.
30 definitions sit under Pack, Pricing & Recharge. The two links that matter first are the journey this page describes, and the rest of the family it belongs to.
