The Current Challenge

Our existing upgrade process relies on manual segment management where staff manually select which offers are shown to each of ~70 customer segments. This approach is time-consuming, error-prone, and lacks personalisation.

We need an intelligent system that can automatically filter offers based on customer attributes, apply business rules, and rank recommendations in real-time across all channels. While we want to increase personalisation, simply creating more customer segments would make the manual management problem worse.

Segment Offer Journey

Start: All Offers Available
1

All Available Offers

Samsung Samsung Galaxy Z Fold7 256GB Silver shadow on 44.99 -1 Unlimited
Apple Apple iPhone 16 Plus 128GB Pink on 40.99 -1 Unlimited
Apple Apple iPhone 16 Pro 128GB Desert Titanium on 37.99 -1 50GB
Apple Apple iPhone 16 Pro Max 256GB Natural Titanium on 61.99 -1 10GB
Samsung Samsung Galaxy S24 FE 256GB Grey on 31.99 -1 100GB
Samsung Samsung Galaxy S25 Plus 256GB Silver Shadow on 46.99 -1 Unlimited
Apple Apple iPhone 16 Plus 256GB Black on 49.99 -1 10GB
Apple Apple iPhone 16 Pro Max 512GB White Titanium on 77.99 -1 100GB
Apple Apple iPhone 16 128GB Black on 29.99 -1 100GB
Samsung Samsung Galaxy S24 128GB Cobalt Violet on 29.99 -1 Unlimited
Apple Apple iPhone SE (3rd Gen) 64GB Starlight Refurbished Excellent on
Honor Honor 400 256GB Black on 17.99 -1 100GB
Google Google Pixel 10 Pro XL 256GB Obsidian on 42.99 -1 50GB
Google Google Pixel 10 256GB Frost on 34.99 -1 100GB
Google Google Pixel 10 Pro 128GB Moonstone on 29.99 -1 500GB
Google Google Pixel 9a 128GB Porcelain on 21.99 -1 10GB
Apple Apple iPhone 13 128GB Green on 14.99 -1 500GB
Google Google Pixel 10 256GB Obsidian on 35.99 -1 Unlimited
Apple Apple iPhone 15 Plus 512GB Blue on 61.99 -1 25GB
Google Google Pixel 9 Pro 128GB Hazel on 34.99 -1 10GB
Samsung Samsung Galaxy S25 Ultra 256GB Titanium Gray on 54.99 -1 100GB
Apple Apple iPhone 16 Plus 512GB White on 59.99 -1 100GB
Google Google Pixel 10 Pro XL 1TB Obsidian on 54.99 -1 500GB
Samsung Samsung Galaxy S25 Ultra 256GB Titanium Silverblue on 48.99 -1 10GB
Samsung Samsung Galaxy A17 5G 128GB Blue on 15.99 -1 5GB
Honor Honor 200 Pro 512GB Black on 27.99 -1 50GB
Google Google Pixel 9 Pro 256GB Rose Quartz on 38.99 -1 100GB
Apple Apple iPhone 16 Plus 128GB Pink on 45.09 -1 Unlimited
Apple Apple iPhone 16 Pro 128GB Desert Titanium on 41.79 -1 50GB
Apple Apple iPhone 16 128GB Black on 32.99 -1 100GB
Apple Apple iPhone 13 128GB Green on 16.49 -1 500GB
Apple Apple iPhone 16 Plus 512GB White on 65.99 -1 100GB
30 Offers
Example Filter: Apple Only
2

Apple Filter

Apple Apple iPhone 16 Plus 128GB Pink on 40.99 -1 Unlimited
Apple Apple iPhone 16 Pro 128GB Desert Titanium on 37.99 -1 50GB
Apple Apple iPhone 16 Pro Max 256GB Natural Titanium on 61.99 -1 10GB
Apple Apple iPhone 16 Plus 256GB Black on 49.99 -1 10GB
Apple Apple iPhone 16 Pro Max 512GB White Titanium on 77.99 -1 100GB
Apple Apple iPhone 16 128GB Black on 29.99 -1 100GB
Apple Apple iPhone SE (3rd Gen) 64GB Starlight Refurbished Excellent on
Apple Apple iPhone 13 128GB Green on 14.99 -1 500GB
Apple Apple iPhone 15 Plus 512GB Blue on 61.99 -1 25GB
Apple Apple iPhone 16 Plus 512GB White on 59.99 -1 100GB
Apple Apple iPhone 16 Plus 128GB Pink on 45.09 -1 Unlimited
Apple Apple iPhone 16 Pro 128GB Desert Titanium on 41.79 -1 50GB
Apple Apple iPhone 16 128GB Black on 32.99 -1 100GB
Apple Apple iPhone 13 128GB Green on 16.49 -1 500GB
Apple Apple iPhone 16 Plus 512GB White on 65.99 -1 100GB
15 Offers
Example Filter: Under £35
3

Cost Filter

Apple Apple iPhone 16 128GB Black on 29.99 -1 100GB
Apple Apple iPhone 13 128GB Green on 14.99 -1 500GB
Apple Apple iPhone 16 128GB Black on 32.99 -1 100GB
Apple Apple iPhone 13 128GB Green on 16.49 -1 500GB
4 Offers
Example: Best Offer Only
4

Best Offer

Apple Apple iPhone 16 128GB Black on 29.99 -1 100GB
Apple Apple iPhone 13 128GB Green on 14.99 -1 500GB
2 Offers
Trading Priority Order
5

Offers Ranked

1st Apple Apple iPhone 16 128GB Black on 29.99 -1 100GB
2nd Apple Apple iPhone 13 128GB Green on 14.99 -1 500GB
2 Offers
Apple Devices
Samsung Devices
Google Devices
Honor Devices

Note: The filtering examples above demonstrate the types of rules that can be applied. In theory, the system could apply multiple filters simultaneously based on customer attributes, credit limits, device preferences, and business rules. The actual filtering logic would become dynamic and customer-specific.

Quick Navigation
Visual Process Flow Offer Journey Process Offer Filtering Rules Offer Ranking Strategy Current Solution Proposed Solution Implementation Approach

Offer Journey Process

1

Upgrade Eligibility Detection

System identifies customers approaching end-of-contract using upgrade eligibility dates from existing SIM and handset base

2

Offer Feed Processing

All available offers are ingested and processed through the recommendation engine

3

Intelligent Filtering

Offers are filtered based on customer segments, technical eligibility, credit limits, and business rules

4

Smart Ranking

Filtered offers are ranked using business rules, customer preferences, and predictive models

5

Personalised Presentation

Best offers are presented to customers through appropriate channels (app, CRM, outbound)

Offer Filtering Rules

🔒

Technical Eligibility

Apple customers see Apple devices only, Android customers see Android devices, network compatibility checks

💰

Credit & Affordability

Customers with low credit scores can only access offers up to certain spend limits, affordability checks

📊

Risk-Based Filtering

Price filtering based on churn likelihood and sleeper status, remove offers customers cannot afford

🎯

Segment-Specific Rules

Different filtering rules for EARLY_UPGRADER, LIGHT_SLEEPER, SLEEPER, and HIBERNATOR segments

Offer Ranking Strategy

⭐

Premium Device Matching

Customers who buy premium devices see premium device offers prioritised in their recommendations

📈

Value Enhancement

Prioritise offers that increase data allowance, MRC spend, and overall value rather than decreases

🎲

Exploration vs Exploitation

Balance showing proven offers with testing new propositions using multi-armed bandit algorithms

🔄

Continuous Learning

Ranking algorithms learn from customer responses and adjust recommendations in real-time

Current vs Proposed Solution

Current Solution

Manual
  • 📊~70 customer segments managed manually
  • 🛠️Web tool for staff to manually select offers per segment
  • 🎯Separate tool for primary offer selection
  • ⏰Static rules requiring manual updates
  • 📉Limited personalisation and real-time adaptation
  • 🔧High maintenance overhead for business teams

Proposed Solution

AI-Powered
  • 🤖Intelligent decision engine with real-time recommendations
  • 🎯Dynamic offer filtering based on customer attributes
  • 📊Predictive models for offer ranking and personalisation
  • 🔄Continuous learning from customer interactions
  • ⚡Real-time decisioning across all channels
  • 🔧Business rule management without IT intervention

Implementation Approach

🏗️

Decision Engine Architecture

Implement Pega Customer Decision Hub (CDH) or similar real-time decisioning platform integrated with Databricks. Alternative: Consider Hightouch Composable CDP as a modern, warehouse-native alternative.

📊

Databricks Integration

Leverage existing Databricks infrastructure for ML model training, feature engineering, and customer 360 data. See Hightouch Databricks Integration for detailed approach.

🎲

Multi-Armed Bandit Implementation

Address cold start challenges for new offers using exploration algorithms and synthetic training data. Hightouch AI Decisioning provides built-in multi-armed bandit capabilities.

🔗

Channel Integration

Connect decision engine to CRM, mobile app, and outbound campaign systems via APIs. Hightouch offers 250+ pre-built integrations for rapid deployment.

Explore Hightouch Implementation Plan

For a detailed comparison of Hightouch vs Pega CDH, feature mapping, architecture overview, and step-by-step implementation plan, see the comprehensive Hightouch Implementation Plan.

View Implementation Plan