Key takeaways
- A next best offer model ranks every eligible plan, device, add-on and loyalty offer for each subscriber by likelihood to accept and by value to you.
- Propensity, churn and lifetime-value scores work together, so a subscriber at risk of leaving gets a retention offer and a loyal one gets an upgrade.
- AT&T runs churn, propensity and next-best-offer models in production.
- Scores feed the campaign, care and retail systems you already run; none of them is replaced.
The same offer goes to everyone
Your subscribers see the same promotion in the app, in the store and on the care call. Some take it, many ignore it, and some take a discount they never needed. Your average revenue per user moves slowly, and margin leaks into offers that did not change anyone's decision.
You already hold the data to do better: usage, plan and device history, billing, network experience and every contact with care. It sits across billing, CRM and network systems, so each channel builds its own list and no one sees the whole subscriber. A score is only worth what the channel does with it: if the offer arrives after the contract renews, or goes to someone about to leave, the model was right and the revenue still did not come.