Campaign, 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.
A pilot's requirements are specified: the data, the authority and the consent design.
Seen by the customer · SMS, Kiswahili
From the record, not a run: what would reach them, on SMS, App, WhatsApp, USSD, in Kiswahili, English.
What happened
Three campaigns want the same customer in the same week.
Three campaigns are eligible for the same customer this week. Each has a target. The customer has a contact limit and a complaint history.
What it reads
Checks before anything is sent
Eligibility, consent, contact frequency, suppression and conflict 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
A customer who receives one relevant message responds; one who receives five stops reading all of them and opts out of the sixth.
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. | Three campaigns want the same customer in the same week. | Reads every campaign the customer is eligible for, contact frequency and the last message sent, consent by channel, suppression and complaint history. |
| The decisionThe decision to be made. | Nothing reaches the customer yet. | Ranks the one message worth sending, or none, against the contact policy. |
| The safeguardsThe conditions that stop it. | Still nothing. No action is sent until every check has passed. | Eligibility, consent, contact frequency, suppression and conflict checks pass. |
| The actionThe action that reaches the customer. | Send one message on the permitted channel at a permitted time, and hold the rest. Reaches them on SMS, App, WhatsApp, USSD, in Kiswahili, English. | Recommends. The system that holds the right confirms, charges or provisions. |
| When it goes wrongRefusal, failure and recovery. | Two campaign teams both believe their message went, and the customer receives neither, because the conflict was resolved after the send windows closed. | The conflict is decided before either window opens, both teams see which message won and why, and the held campaign is re-queued for the next permitted window. |
| The resultThe change it made. | What changed for them is what is counted; nothing else is claimed. | Response to the one message sent, against a held-out group and the contacts avoided. |
| The proofThe proof anyone can check. | Can be answered for, later, from the record. | Eligible campaigns, ranking reasons, contact history, suppression, delivery receipt and response. |
Operator systems remain authoritative. HeuriTel reads these to propose an action; it does not decide on their behalf.
What goes wrong
Two campaign teams both believe their message went, and the customer receives neither, because the conflict was resolved after the send windows closed.
What happens then
The conflict is decided before either window opens, both teams see which message won and why, and the held campaign is re-queued for the next permitted window.
When several campaigns want the same customer, rank them against the contact policy and consent before any of them goes, and record what was held.
the decision that says whether a commercial message is warranted at all
where a customer with an open complaint is handled instead of messaged
A pilot's requirements are specified: the data, the authority and the consent design.