Commercial 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.
No demonstration is configured for this journey yet.
Seen by the customer · SMS, Kiswahili
From the record, not a run: what would reach them, on SMS, App, USSD, in Kiswahili, English.
What happened
A retention campaign has a budget, a list of customers and a discount everyone on the list would receive.
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.
What it reads
Checks before anything is sent
Margin floor, incentive budget, price and catalogue, contact cap and consent checks pass.
Every option considered, including doing nothing
No action is a valid outcome, and it is recorded with its reason. Nothing is computed on this page: the options are the record's own, and no run has decided anything.
The shape of the record, with no values. A reference appears only after a run is saved.
Hypothesis
An incentive paid where it changed a decision earns its margin; one paid where nothing would have changed is the budget's leak.
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
Measured on: Eligible population; treatment rate; conversion; incremental revenue; ARPU; churn; contact rate; margin; opt-out; decision latency
The result wanted.
Incremental revenue or retention; lower contact waste; improved conversion with margin guardrails
The mechanism that could produce it.
Ingest → qualify → score → apply limits/consent → assign control → execute approved action → capture delivery and business outcome → monitor/retrain
The records kept to show it.
Decision log; eligibility snapshot; price/order response; delivery receipt; control assignment; revenue/outcome ledger
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
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
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
| Step | What the customer experiences | What the operator does |
|---|---|---|
| The momentThe moment that started it. | A retention campaign has a budget, a list of customers and a discount everyone on the list would receive. | Reads customer, product and campaign profitability, incentive cost and the margin floor, budget position for the period, consent and the contact cap. |
| The decisionThe decision to be made. | Nothing reaches the customer yet. | Ranks an incentive, a smaller one, a non-monetary alternative or nothing for each customer against their profitability and the margin floor. |
| The safeguardsThe conditions that stop it. | Still nothing. No action is sent until every check has passed. | Margin floor, incentive budget, price and catalogue, contact cap and consent checks pass. |
| The actionThe action that reaches the customer. | Spend the incentive only where the margin clears, hold the rest, and route the budget question to finance with the evidence. Reaches them on SMS, App, USSD, in Kiswahili, English. | Recommends. The system that holds the right confirms, charges or provisions. |
| When it goes wrongRefusal, failure and recovery. | The margin floor is set on the wrong pack and every incentive on the list clears it, so the campaign spends its budget on customers it did not need to keep. | The control group shows no lift, the spend is stopped at the next review, and the margin floor is re-set with the evidence before another period is paid. |
| The resultThe change it made. | What changed for them is what is counted; nothing else is claimed. | Incremental margin against a held-out group, net of the incentives paid. |
| The proofThe proof anyone can check. | Can be answered for, later, from the record. | Customer profitability, incentive cost, budget position, ranking reasons, control assignment, spend record and outcome ledger. |
Operator systems remain authoritative. HeuriTel reads these to propose an action; it does not decide on their behalf.
What goes wrong
The margin floor is set on the wrong pack and every incentive on the list clears it, so the campaign spends its budget on customers it did not need to keep.
What happens then
The control group shows no lift, the spend is stopped at the next review, and the margin floor is re-set with the evidence before another period is paid.
Customer, product and campaign profitability are read before an incentive, discount, bonus or subsidy is chosen, and every spend decision is measured against the customers who received nothing.
the customer decisions whose spend is judged here
the pack ladder a discount is measured against
No demonstration is configured for this journey yet.