Explore every episode of the podcast CVM Stories

In this episode of CVM Stories, we sit down with Abdallah Mashashi, Pricing Manager, Axian Group-OIF Cluster, who transitioned from telecom to the dynamic world of Mobile Money.

Abdallah shares how CVM in fintech helps turn sign-ups into loyal customers from day one. Hear the secret to instant activation, building trust and dynamic pricing to make customer lifelong fans.

*Key takeaways*

[00:01:00] Abdallah’s journey from telecom to fintech

[00:05:00] How pricing strategies differ in mobile money vs. telecom.

[00:07:10] Why cash is still fintech’s biggest competitor

[00:10:00] The secret to driving adoption: trust and incentives.

[00:15:00] How CVM keeps fintech users engaged and active.

[00:20:00] The power of onboarding: first transactions matter.

[00:25:00] Fintech’s advantage: rich customer data and personalization.

[00:30:00] How fintechs are outpacing banks in digital transformation.

[00:35:00] Why innovation is the only way to win in mobile money.

[00:40:00] How fintechs are building ecosystems that drive growth.

*Connect with us*

Listen to the CVM Stories podcast wherever you prefer:

Web: ⁠⁠⁠https://www.exacaster.com/cvmstories/

LinkedIn: ⁠⁠⁠https://www.linkedin.com/company/exacaster/⁠⁠⁠

Instagram: ⁠⁠⁠https://www.instagram.com/cvm.stories⁠⁠⁠

TikTok:⁠⁠⁠https://www.tiktok.com/@cvm_stories

The video partner: ADLife Creative Studio

https://adlife.lt/

This time, our guest is Adil Khabir, Head of Growth & Analytics at stc Bahrain.

Adil shares how his team transformed CVM from a traditional retention tool into a fast-moving, data-driven growth machine.

Key takeaways

• [00:01:49] Adil’s journey into CVM and why he’s still passionate after 15 years.
• [00:04:38] How CVM evolved from static segmentation to solving real business problems.
• [00:07:12] The secret to CVM success: tie it to business strategy.
• [00:08:41] Why agility and iteration beat traditional campaign planning.
• [00:19:54] How stc Bahrain built an autonomous CVM team.
• [00:24:02] The importance of momentum and compounding growth.
• [00:27:04] Growth loops: a game-changer for CVM.
• [00:31:06] How to convince leadership to invest in an agile CVM.
• [00:42:19] The power of open conversations and trust in leadership.
• [00:50:13] Adil’s top recommendations for professional growth.

Connect with us

Listen to the CVM Stories podcast wherever you prefer:

• Web: ⁠⁠⁠https://www.exacaster.com/cvmstories/⁠⁠⁠
• LinkedIn: ⁠⁠https://www.linkedin.com/company/exacaster/⁠⁠⁠
• Instagram: ⁠⁠⁠https://www.instagram.com/cvm.stories⁠⁠⁠
• TikTok:⁠⁠⁠https://www.tiktok.com/@cvm_stories

We’re excited to introduce the Customer Value Management Body of Knowledge (CVMBoK) – the first and only comprehensive guide that helps unlock the value of the CVM function.

Join Egidijus Pilypas and Šarūnas Chomentauskas, the founders of Exacaster, as they share the story behind the CVMBoK. Learn how it turns CVM function into a growth driver and why it marks the beginning of making this profession famous!

Episode Highlights

• [00:01:24] Origin story: CVMBoK started from a need. No comprehensive guide for CVMs existed. So, one was created.
• [00:01:46] Global collaboration: input from CVMs worldwide. Yes, truly global insights.
• [00:03:03] Unexpected complexity: writing this was no sprint. Six iterations and countless hours brought it to life.
• [00:10:03] Cross-functional role: CVM spans many functions – legal, marketing, data, and more
• [00:11:27] Leadership role: CVM is about more than campaigns. It’s a leadership position.
• [00:14:13] Global community: CVMs face similar challenges everywhere.
• [00:15:33] Beyond telco: insights from other industries like finance and digital subscriptions. Learning from all fields.
• [00:16:45] Making CVM famous: the mission is to bring CVM out of the shadows into the limelight and make it a recognized and respected profession.

Final Words

CVMBoK is live and ready to transform the customer value management landscape. Use this guide to enhance your skills, share it with your peers, and contribute to making CVM a recognized and respected profession.

Together, we can elevate the role of CVMs worldwide and ensure our expertise is valued across industries. Let’s make the CVM profession famous!

Get started using the CVMBoK at cvmbok.com

Connect with Us

• Join the conversation on LinkedIn
• Dive deeper into the CVM Stories

In this episode, together with Silvia Gomez Dominguez we explore the power of emotional connection as a key strategy to reduce churn and boost customer lifetime value.

Emotional Connection. It’s powerful. Silvia’s seen the numbers. Conversion rates go up. Churn goes down. Lifetime value? It increases. But how do you make that happen?

Key Takeaways

• [00:00:00] Build connections beyond transactions. It’s not just about selling.
• [00:02:38] Understand customer needs and moments that matter.
• Personalize at Every Touchpoint [00:06:32] Tailor your interactions. Address emotional needs, not just technical ones.
• [00:12:16] Use empathy and relevance to create meaningful engagements.
• Measure Emotional Connection [00:10:30] Combine relevance, investment, and advocacy. It’s more than just NPS.
• [00:21:57] Emotional engagement can increase responses by 5-15%.
• [00:28:31] Ensure every interaction is smooth and builds trust.
• [00:30:14] Celebrate moments that align with your brand values.

• [⁠00:47:58] Start with the right team, then layer in tech. People drive strategy.
• [00:53:15] Tools should empower, not dictate. Avoid one-size-fits-all solutions.
• [00:25:47] Use data and qualitative insights to get a full picture of your customer.
• [00:41:58] Understand different team goals to align on customer-centric objectives.
• [00:42:59] The role of CVM is evolving. Embrace new tech to simplify and enhance.
• [00:44:40] Feedback loops are crucial for continuous improvement.
• [00:49:23] Do your homework. Assess, strategize, and then implement.

About Silvia Gomez Dominguez

Silvia is a Senior Director and Expert in Customer Engagement. Her journey from Spain to Australia, balancing a career and family, is truly inspiring. It shows that with the right mindset, we can all navigate through complexity to build better, more meaningful connections with our customers.

Connect with Us

• Join the conversation on LinkedIn: ⁠https://www.linkedin.com/company/exacaster/⁠
• Dive deeper into CVM Stories: ⁠https://www.exacaster.com/cvmstories/

In this episode, join Tommy Wahyudi from Indosat Ooredoo as he explores Customer Value Management (CVM) and how integrating 24 unique communication channels can enhance customer engagement and drive revenue growth. Discover how Tommy uses contextual offers to make each customer interaction meaningful and effective. Key Moments: 00:00:15 - Introduction of the Episode and Guest, Tommy from Indosat Ooredoo 00:02:30 - Tommy's role at Indosat Ooredoo and the strategic importance of the 24-channel approach 00:10:00 - Insights into the integration of data strategies with marketing for enhanced CVM 00:20:00 - Examination of each of the 24 communication channels used in CVM initiatives 00:30:00 - Discussion of the major challenges faced in multi-channel strategy implementation 00:40:00 - Detailed look at specific strategies implemented to align CVM with organizational goals 00:50:00 - Assessment of how these strategies have impacted customer retention and revenue growth 00:58:00 - Summary and closing thoughts on the future directions of CVM About Our Guest: Tommy brings a wealth of knowledge from his extensive experience in the telecom industry, particularly in employing advanced data strategies and multi-channel communication to optimize customer value management at Indosat Ooredoo. Connect with Us: Join the conversation on LinkedIn: https://www.linkedin.com/company/exacaster/ Dive deeper into CVM Stories: https://www.exacaster.com/cvmstories/ In this episode, discover how strategic multi-channel management can transform customer interactions and drive business success. Tune in to learn how to enroll the power of 24 channels to create a seamless and personalized customer journey, one successful interaction at a time. #CVMInsights #ChannelsStrategy #CustomerEngagement #DataDrivenMarketing #TelecomInnovations #MarketingStrategies #CustomerValueManagement #DigitalMarketingTips#CVMStories #podcast

In the 11th episode from the CVM Stories season 2, Sanna Emtinger shares how Telia Norway is advancing the practice of customer value management by leveraging technology, data, and a dedicated team. Sanna underscores the importance of understanding customer data and implementing personalized communication strategies. Join us to get inspired to drive customer-centric initiatives and discover how Sanna's approaches are improving customer interactions. Key Moments: 00:00:59 - Sanna's Introduction and Role at Telia Norway 00:01:20 - Deep Dive into 1-to-1 Communication and CVM 00:02:59 - The Inspiration Behind Sanna's Approach to CVM 00:06:19 - Challenges in Defining the Customer in Telecom 00:09:52 - Building a Customer Profile at Telia Norway 00:16:20 - Discussing the Implementation of a New Marketing Automation Stack 00:19:11 - How Telia Solves Customer Problems with Data 00:24:41 - Major Challenges in Building Customer Profiles 00:34:01 - Criteria for Choosing New Marketing Technologies 00:43:18 - Sanna's Vision for Future CVM Initiatives About Sanna Emtinger: Leading Customer Value Management and Marketing Technology at Telia Norway, Sanna Emtinger combines marketing savvy with technological expertise. With a focus on data-driven strategies, she leads efforts to enhance personalized communication across diverse customer interactions. Connect with Us: Join the conversation on LinkedIn: https://www.linkedin.com/company/exacaster/ Dive deeper into CVM Stories: https://www.exacaster.com/cvmstories/

Explore the essence of customer value management perfection with Marek Grabowski of Orange Poland. This episode reveals how flawless CVM execution enables the ambitious goal of viewing an entire country as your customer base. Marek details the pillars of perfection in CVM: agile team, daily operational measurement, structuring initiatives through operational cycles, and ascending through automation levels within customer base management. Key Moments: 00:01:23 - Marek's Telecom Family Legacy and Entry into CVM 00:06:15 - Defining Customer Value Management's Role and Impact 00:09:13 - Introducing the Dual-Cycle CVM Framework at Orange 00:12:21 - Distinguishing Between NBO and NBA in Customer Engagement 00:14:11 - Success Stories and Failures in CVM Projects 00:16:27 - The Crucial Role of Daily Measurements and Universal Control Groups 00:24:31 - Initiating NBO/NBA Projects: Challenges and Recommendations 00:28:59 - The Three Layers of Customer Base Management: From Manual Analysis to AI 00:36:36 - Vision for Expanding CVM Beyond the Customer Base 00:43:59 - GenAI in Customer Service: Enhancing Not Replacing 00:44:43 - Agile and Cross-Functional Teams in CVM Operations About Marek Grabowski: Leading the charge in CVM transformation at Orange Poland, Marek Grabowski draws from over two decades in telecom to create strategies that expand the concept of customer value management far beyond traditional boundaries. Connect with Us: Join the conversation on LinkedIn Dive deeper into CVM Stories In this episode, Marek Grabowski illustrates that by mastering the foundations of CVM, you're not just optimizing operations; you're setting the stage for transformative ambitions. Join us to uncover how to turn the entire country into your customer base, one strategic step at a time.

#TelecomInnovation #CVM #MachineLearning #AgileMethodology #StrategicGrowth

Join us in this enlightening episode as we sit down with Hermawan Kristanto from Smartfren Telecom, Indonesia, to uncover the hidden powers of telecommunications data. Dive deep into how your phone is silently influencing the retail, banking, and transportation sectors, and discover the untapped potential of telco data. Key Moments : 00:02:02 - Hermawan's Evolution in Telecom 00:10:11 - Telco Data: Shaping Retail & Banking 00:15:42 - Digital Businesses & GDPR Compliance 00:23:28 - The Enduring Power of SMS 00:26:19 - Elevating Brand Awareness 00:27:47 - Telco Data's Impact on Public Transportation 00:36:57 - Uniting Telcos for a Global Standard with the Camara Project 00:50:40 - Embracing a "Stay Hungry" Mindset About Hermawan Kristanto: Hermawan Kristanto brings years of expertise in harnessing telecommunications data to drive industry transformation. At Smartfren Telecom, he leads initiatives that leverage data for strategic business decisions, impacting sectors far beyond traditional telecom services. What You'll Learn: 1. How telco data is reshaping consumer experiences and business strategies. 2. The enduring value of SMS in reaching customers. 3. Strategies for maintaining privacy and compliance in marketing efforts. 4. Insights into personal and professional growth from an industry expert. Enjoy the Show? Like, comment, and share! Your support helps us bring more content like this to you. For updates on future episodes and exclusive content, make sure to subscribe to our channel. Connect with Us: Follow us on LinkedIn: https://www.linkedin.com/company/exacaster/ Visit our Website: https://www.exacaster.com/cvmstories/ Let's dive into the secret life of telco data together. Enjoy the show, and stay tuned for more insights on how technology is shaping our world. #TelcoData #digitaltransformation #privacy #innovation #telecommunications #podcast #CVMStories ________________________________________________ DISCLAIMER Smartfren Telecom is fully regulated and complies with Indonesia's Personal Data Protection (PDP) law and the GDPR. The company will not expose any Personally Identifiable Information (PII) as data is already in the form of summaries and scores. It is implemented using highly secure technology and by skilled professionals. Consent management is key to ensuring that customers are aware of and fully understand how the telco manages their data privacy. ________________________________________________

Join us as Alexis Koalla, an expert in telecom operations at Orange, shares invaluable insights how documentation fuels operational efficiency and sparks innovation. From integrating new CVM tools to aligning diverse business units, Alexis discusses strategies that challenge preconceptions and redefine success in the digital era. Don't miss the chance to elevate your approach to customer value management and operational strategy. Plus, discover Alexis's top book recommendations for personal and professional growth. For deeper insights and to connect with the essence of strategic operations, explore Alexis's recommended reads and further details on our website. 🎧 Timestamps: [00:00:00] - Introduction to Alexis Koalla and CVM Stories Podcast [00:01:16] - Alexis's journey from software engineering to operations strategy [00:05:41] - Daily responsibilities and the concept of operational efficiency [00:07:17] - The criteria for adopting new tools in Customer Value Management [00:10:20] - Common mistakes in tool introduction and the critical role of documentation [00:12:50] - The expanding scope of operations and the advent of AIOps [00:14:40] - Generating valuable data for business insights [00:15:52] - Measuring operational efficiency with specific KPIs [00:21:32] - Operational frameworks used at Orange and customer feedback incorporation [00:24:40] - Aligning business units and affiliates with the operational strategy [00:30:12] - The importance of Agile methodologies in operations [00:33:18] - Bridging the gap between development and operations for successful implementation [00:37:38] - Cultivating a collaborative work environment to foster innovation [00:43:09] - Strategies for successfully aligning business units towards transformation [00:46:38] - Measuring the success and direction of transformation efforts [00:49:23] - Reflecting on Alexis's proudest career moments and learning experiences [00:56:27] - Book recommendations by Alexis for personal and professional growth [00:58:20] - Closing and appreciation for Alexis's insights 📚 Book Recommendations by Alexis Koalla: 1. "Miracle Morning" by Hal Elrod: Strategies for personal goal setting and achievement. 2. "The Power of Now" by Eckhart Tolle: Embracing the present for personal and professional growth. 3. "The Power of Intention" by Wayne Dyer: Aligning inner intentions with external goals. 4. "The Four Agreements" by Miguel Ruiz: Principles for personal freedom and effective collaboration. 🔗 Don't miss out on this insightful journey into the heart of customer value management—perfect for Customer Value Managers seeking to make a significant impact in their organizations. For more insights and episodes, visit the website. ✨ Follow us to stay updated on the latest episodes, offering a unique blend of technological insights, industry updates, and visionary discussions. #documentation #operationalefficiency #customervaluemanagement #innovation #communication #cvm #podcast

Dive into 'What if You Had to Live with Your Customers 24/7,' where Paul Rutter, a seasoned customer experience maestro from the cruise industry, shares the profound impact of 24/7 customer and colleague relationships. With decades of experience, Paul reveals how constant proximity reshapes service delivery, team dynamics, and the very fabric of customer relationships. This episode is a deep dive into the art of creating unforgettable customer experiences, managing crises with empathy, and building loyalty that lasts. Discover Paul's actionable strategies for exceeding expectations, fostering genuine connections, and transforming challenges into opportunities for memorable service. Join us to learn how living with your customers and coworkers can revolutionize your approach to customer service and team collaboration. For more strategies on cultivating lasting customer relationships and ensuring your customers always choose you first, check out Paul's books on Amazon or visit his website at https://www.paulrutterspeaks.com/ . Don't miss out on this insightful journey into the heart of customer value management—perfect for Customer Value Managers seeking to make a significant impact in their organizations. 🌟 Timestamps: [00:00:00] - Introduction to Paul Rutter and CVM Stories Podcast [00:01:38] - Paul's Journey into the Cruise Industry [00:07:26] - Living with Customers: A Unique Cruise Industry Perspective [00:10:35] - Creating Exceptional Experiences on Cruise Ships [00:21:31] - Handling Customer Complaints and Expectations [00:26:34] - Is the Customer Always Right? [00:37:08] - Building Team Empathy and Customer Loyalty [00:47:45] - Crisis Management and Communication [00:54:32] - Paul's Proudest Moments and Career Reflections [00:59:55] - Book Recommendations by Paul Rutter 📚 Book Recommendations by Paul Rutter: 1. "Repeat Business Inc: The Business of Staying in Business" - Book by Paul Rutter. This book is essential for anyone aiming to boost customer retention and loyalty. Paul provides 50 practical tips and strategies to create a business environment where customers are eager to return. 2. "You Can't Make This Ship Up" - Book by Paul Rutter. Beyond its entertaining stories, this book offers deep insights into customer service excellence, crisis management, and how to create experiences that customers will never forget. It’s a valuable resource for understanding how to apply these lessons in any business setting to enhance customer value. 🔗 For more insights and episodes, visit the website: www.cvmstoriespodcast.com ✨ Follow to stay updated on the latest episodes, offering a unique blend of technological insights, industry updates, and visionary discussions. #CustomerService #CustomerExperience #CustomerValueManagement #CustomerRetention #BusinessStrategy #CustomerLoyalty #ServiceExcellence #Leadership #Management #Hospitality

🤖 'GenAI: Your New Best Friend or Boss?' episode explores whether genAI is here to augment our capabilities or overshadow our roles. 👨‍💼With Rokas Narkus we unpack GenAI's role in our lives and work, highlighting key differences between Generative and General AI, and exploring transformative use cases like chatbots, IVR systems, and employee empowerment tools. Tune in for a thought-provoking discussion on AI's future. 🔍 Why are some companies thriving with GenAI while others tread cautiously? We delve into the ethical considerations, strategic applications, and the endless possibilities GenAI brings to the table. 🎧 Tune in for a compelling discussion that bridges the gap between technological innovation and practical application, making sense of GenAI's impact on the future of work. 🌟 Timestamps: [00:00:00] - Introduction to GenAI: Opportunities and Challenges [00:01:02] - Meet Rokas Narkus: An Early Adopter of GenAI [00:05:14] - The Evolution of AI: From StarCraft to General AI [00:10:03] - Defining Generative AI and Its Uniqueness [00:18:36] - Custom GPT for Enhanced Communication [00:27:59] - Using GenAI for Personal Learning [00:34:38] - Layers of GenAI: Infrastructure to Services [00:40:01] - GenAI in Customer Value Management: Chatbots, IVR Systems, Employee Empowerment [00:49:09] - The Future of GenAI and Its Impact on Industries [01:04:29] - The Importance of Governance and AI Strategy [01:13:55] - Closing Thoughts and Episode Wrap-up 📅 Ready to explore how GenAI can transform your business? Book a free consultation with Exacaster's GenAI experts today: https://calendly.com/exacaster-genai/45min 🔗 For more insights and episodes, visit the website: www.cvmstoriespodcast.com ✨ Follow to stay updated on the latest episodes, offering a unique blend of technological insights, industry updates, and visionary discussions. #GenAI #AIInnovation #FutureOfWork #TechnologyTrends #EthicalAI #CVMStories

🎉 Celebrating a milestone in innovation, this special episode of CVM Stories marks 13 years since a pitch that changed everything! 🚀 👨‍💼 Join our host Sarunas and Egidijus as they reunite with Mindaugas and Daniel in a nostalgic look back to the day they pitched their vision. Their successful pitch not only won the room but laid the foundation for what would become Exacaster. 🤔 Why do telecom companies, with their treasure trove of customer data, fall short in monetization while giants like Google excel? We're exploring the game-changing tactics that set industry leaders apart. 💥 Dive into discussions about embracing the full spectrum of innovation – from celebrating successes to learning from failures, and deeply understanding customers to speak their language. 🤝 We bring you both perspectives – the anticipation of buyers and the aspirations of sellers, illustrating the powerful partnerships and breakthroughs in the industry. 🔗 This episode is more than a success story; it's a tale of transformation and vision, seeing opportunity where others see challenges. 🎧 Listen to our celebration episode for a mix of history, insights, and the forward-thinking spirit that drives tech innovation today. 🌟 Timestamps: [00:00:00] - A Toast to 13 Years of Innovation [00:02:34] - The Untapped Data Goldmine in Telecom [00:13:20] - Deep Customer Insights: Speaking Their Language [00:17:59] - Buyers' Hopes vs. Sellers' Dreams [00:23:33] - Investing in Innovation: The Pitch That Birthed Exacaster [00:34:02] - Embracing Failure: A Learning Tool. [00:39:22] - Overcoming Innovation Barriers. [00:55:48] - Analog to Digital: Transition Challenges. [00:59:13] - Digital Transformation: Operational Readiness and Hurdles. [01:15:34] - Personal Failures: Insights from the Guests. [01:22:04] - Wrapping Up: Final Thoughts and Acknowledgments. 🔗 Link to CVM Stories website: www.cvmstoriespodcast.com ✨ Don't forget to Follow for a blend of innovation and visionary stories from the tech world. #AnniversaryEpisode #StartupSuccess #TelecomInnovation #DataMonetization #CustomerConnection #BusinessMilestones #CVMStories

Unpacking CVM Trends 2025:Telecom Edition report

Listen to Egidijus Pilypas from Exacaster and CVM experts Marek Wiktor Grabowski from Orange Polska, Silvia Gomez Dominguez, Customer Engagement Expert, and Thierry Awetimbi from Vodacom Congo as they discuss how key trends will drive CVM in 2025.

Key Takeaways

• 00:00:00 – Introduction to CVM trends report event
• 00:02:10 – CVM reporting structures and challenges
• 00:03:56 – Infrequent KPI tracking raises concerns
• 00:05:31 – Importance of C-level CVM reporting
• 00:08:13 – Innovation and visibility in CVM teams
• 00:12:32 – CVM teams’ focus on operational tasks
• 00:14:37 – Limited time for strategic CVM initiatives
• 00:27:08 – Single customer view still challenging
• 00:43:35 – Omnichannel experience lacking in CVM
• 00:57:29 – Generative AI for enhanced customer service
• 01:03:57 – Digital transformation impact on CVM work
• 01:16:42 – Convergence boosts retention and ARPU gains

Get Your Copy of CVM Trends 2025 Report

No more worries about planning for 2025 and wondering if we're doing enough to boost customer value. Read the report to find the insights you need!

Get your free copy of CVM Trends 2025: Telecom Edition report at www.exacaster.com/cvm-trends-2025/

Dive into the compelling world of Vodacom Congo's telecom strategies on 'How to Run CVM When Families Live on $2/Day?,' an episode that brings to light the distinct challenges of Customer Value Management (CVM) in an economy where most live on just $2 a day. 🌍 We take an in-depth look at how Vodacom navigates the unique complexities of a market overwhelmingly dependent on prepaid services, where financial constraints dictate customer behavior and choices.

This episode unveils the innovative strategies Vodacom employs to foster customer loyalty and minimize churn in a landscape where customers actively switch between multiple SIM cards to maximize value. CVM expert Thierry Awetimbi shares insights into the creative approaches used to engage and satisfy a diverse customer base, where every transaction is vital, and loyalty is hard-won.

Join us on this enlightening journey to understand the nuances of telecom operations in a challenging economic environment like Congo's. Learn about the critical role of data analytics and the human element in shaping customer relationships and driving business success.

Tune in to Spotify to experience 'How to Run CVM When Families Live on $2/Day?' and gain valuable perspectives on the dynamics of telecommunications in emerging markets. This episode is a must-listen for anyone keen on exploring innovative customer management strategies in economically diverse settings.

[00:00:04] - Introduction to the Episode

[00:01:23] - Thierry Awetimbi's Introduction and Role at Vodacom Congo

[00:02:47] - Transition from Technical to Commercial Role

[00:06:51] - Discussing the Demographics and Multicultural Nature of Congo

[00:09:49] - Language Diversity and its Impact on CVM Activities

[00:10:07] - Challenges of a Prepaid Dominant Market in Congo

[00:13:23] - Retention and Loyalty Strategies in a Multi-SIM Environment

[00:20:17] - Customer Behavior and Churn Reasons

[00:24:41] - Effective Retention Strategies and AI/ML Integration

[00:28:41] - Broader Customer Life Cycle Management in Telecom

[00:32:45] - The Role of Mobile Money and Data in Customer Engagement

[00:37:15] - CVM Team Structure and Cross-Departmental Collaboration

[00:44:43] - Future Trends and Innovations in Telecom

[00:48:56] - Thierry's Career Highlights and Proud Moments

[00:52:20] - Learning from Failures in CVM

[00:55:22] - Recommendations for Those Interested in CVM

Listen and follow for more insights into telecommunications and the innovative world of customer value management.

🚀 #CVM #Telecom #VodacomCongo

Let us introduce Justas Jankūnas, a Team Lead at Exacaster, who has a unique blend of business and technical know-how. Justas shares his insights and strategies for the world of data analytics, Machine Learning (ML), and Customer Value Management. He discusses the crucial collaboration between analytics and CVM teams, the impact of ML in telecom, and the challenges and best practices in implementing ML operations (MLOps). Justas draws inspiration from the world of Formula 1 racing, where precision, strategy, and teamwork prevail. Tune in as Justas Jankūnas takes us backstage and lays out his predictions for the future of ML in CVM and beyond.

In this episode of CVM Stories, we sit down with Florian Schwarz, a Program Lead in Data-Driven Marketing at A1 Telekom Austria. Florian has over a decade of experience at the forefront of customer value management and data-driven marketing, and he's here to share his expertise. From tackling churn challenges to navigating the complexities of CVM in the digital age, Florian covers essential topics such as customer centricity, churn management, the role of AI and ML in customer value management KPIs, and the art of experimentation.

Here's what you can expect:

1. Understanding Churn Reasons: Recognize the importance of understanding the reasons behind churn and adapting to changing conditions.

2. Timing and Adaptability: Understand the critical importance of timing and adaptability when addressing churn.

3. Focus on Customer Retention: Discover the shift in focus from customer acquisition to customer retention in mature telecom markets.

4. Top 5 Churn Strategies: Explore Florian's top five strategies for addressing churn, including analyzing churn drivers, customer expectations, and implementing advanced churn prediction models.

5. Complexity of CVM: Recognize the complexity of modern Customer Value Management, which includes integrating digital channels and adapting to evolving products and services.

6. Telecom Product Marketing Challenges: Understand the challenges of product marketing in the telecom industry, given the evolving nature of products and services.

7. Adapting to Customer Behavior: Explore the need for telecom companies to adapt to changing customer behaviors and preferences.

8. Aligning Data-Driven Marketing: Learn about the challenges of aligning data-driven marketing with traditional product-focused approaches in telecom.

9. Balancing Algorithms and Human Decisions: While algorithms are valuable, they may not handle all aspects of CVM, and finding the right balance with human decisions is essential.

10. Customer-Centricity: Emphasize the importance of customer-centricity in Customer Value Management and its relation to customer lifetime value.

    
    

Don't miss this engaging episode on navigating change and optimizing customer value management with Florian Schwarz!

Meet Matt Tilling, Head of CRM at Telia Lithuania. After developing data-driven customer strategies and consulting in the UK, Matt ended up in Lithuania, where he's driving digital transformation in a Swedish multinational telecom. We explore the evolution of communication channels, the changing face of customer engagement, the delicate balance between becoming customer-centric and achieving business goals. Tune in for a conversation at the intersection of CRM, digital transformation, and customer-centric strategies.

00:00 - Introduction 01:20 - Matt Tilling's role, background and transition from UK to Lithuania 07:19 - The key differences between being a consultant and working internally 13:23 - The digital maturity of markets, comparing the UK and Lithuania 16:05 - Assessment of different communication channels 21:14 - Why personalization is a silver bullet 25:28 - The importance of personalization in email communication 29:39 - The use of SMS in marketing and its limitations 33:38 - Marketing technologies and the challenge of integrating data 36:30 - Solving the challenge of data and platform implementation 43:06 - Building Customer 360 view 44:10 - Customer Data Platform (CDP) step-by-step 48:18 - Customer Lifetime Value (CLV) and what drives it 52:40 - Balancing customer-centricity with business needs 57:39 - The vision, the measurement, being empirical and starting small 01:02:33 - Starting small and starting with data 01:08:38 - Cultural differences between UK & Lithuania 01:10:41 - Learning from failures 01:12:57 - A book recommendation for those starting out: "Direct and Database Marketing" by Graham McDougal, written in the 90s, provides valuable insights into the principles of data-driven marketing.

What makes Customer Value Management projects really work? How do you make sure things go smoothly and you get great results? In this episode, we're going to explore the key things that lead to successful Telco CVM projects. Our guest, Ignas Zurauskas, is an expert in this field and will share insights that can help you in your own CVM work. 00:19 - Guest intro 01:17 - Account Managers role 02:39 - CVM Maturity Assessment 04:24 - Top challenges in CVM teams 06:25 - Over communication with customers in Telco 07:36 - Irrelevant offers and lack of customer perspective 10:00 - Bottlenecks in improving ARPU and churn reduction 12:53 - Basics before AI 14:25 - Implementing transformations all at once 16:32 - Reasons of big bang transformations 18:14 - Challenging CVM areas in Telco 18:51 - Improving CVM processes 19:41 - Data quality challenges 21:39 - Customer insight & communication issue 25:20 - Coordination between CVM teams, products, and channels 27:32 - Full customer centricity 28:58 - Offer relevance and recalculating recommendations 30:08 - Inconvenient user interfaces for agents 33:10 - Visibility of end-to-end process 35:28 - Overcoming organizational silos 36:30 - Success case of improving communication 40:23 - Key elements for successful CVM projects 43:06 - Advice for CVM teams 45:49 - Unconventional travel for de-stressing 50:42 - Proudest moments in CVM work 52:59 - Failures and lessons learned 56:33 - Book recommendations: "Problem Solving 101": https://www.amazon.com/Problem-Solving-101-Simple-People/dp/1591842425 "The Major Sales Account Strategy" : https://www.amazon.com/Major-Account-Sales-Strategy-Rackham/dp/0070511144 Subscribe to our newsletter https://www.exacaster.com/cvmstories/

Or suggest your own CVM challenge that you'd like to hear in the podcast - contact us at cvmstories@exacaster.com

In this episode, join us for an insightful conversation with Paulius Grygalis, an accomplished leader in the telecommunications industry. With a sharp focus on data analytics, customer base management, and customer service, Paulius shares his expertise in navigating these interconnected domains. Discover how Tele2 Lithuania leverages data-driven insights to enhance customer value and satisfaction. From the integration of AI-driven chatbots to the intricacies of team motivation, Paulius emphasizes the pivotal role of communication, transparency, and aligning business strategies with customer needs. Tune in to gain valuable leadership insights, industry perspectives, and a profound understanding of maintaining equilibrium in the dynamic world of telecommunications.

Discover the power of data analytics in the worlds of Retail and Telecom! Join our conversation with Ruta Krisciunaite-Hartley, a Head of Shopper Marketing & Insight @ IKI, one of the biggest retailers in Lithuania. We explore how customer value management is different in Telecom and Retails how these industries leverage data to understand consumers, optimize operations, and make strategic decisions. Gain fresh insights and valuable lessons that apply to any business environment. Tune in now and unlock the secrets of data-driven success! 01:06 Introduction and background 02:51 How Ruta got into Data Analytics 04:09 Growing relevance of Data Analytics in various industries 05:09 Passion for insights and curiosity to understand the "why" 06:27 Knowing when to stop analyzing data 07:28 Challenges in Data Analytics 09:31 Inefficiencies in Analytics and how to solve it 13:25 The misconception about the analyst profession 16:03 Benefits of mature professionals getting in Analytics 18:50 What happens when you know how to use the data 19:28 Reloading the analytical brain 20:59 The differences of CVM in Telco and Retail 27:18 The Relevance of Loyalty Programs in Retail 30:46 Why personalization is important in Retail 33:16 Challenges of personalizing product offerings 38:45 Data maturity in the UK and the Baltics 40:13 How retailers discover the latest trends 42:07 How CVM differs in huge and small markets 47:58 Importance of optimization through AI and ML 51:15 Where is retail with AI usage 55:21 Black-boxes vs built in-house models 55:03 Consultant vs in-house analytics 58:59 Ruta’s proudest moment of the career 59:57 Optimism about the future 01:01:29 Movie Recommendation - "Moneyball" Remember to subscribe for more tech-savvy episodes. Happy listening! 🎧

Why marketing automation is gaining increasing importance in today's business landscape? What factors to consider when choosing the right automation tool? What the future holds for this dynamic field? In this episode Vytautas Jurkus, a senior manager for CRM, User Experience and Marketing Automation at Western Union, shares his extensive 15 years of experience in marketing automation across telco, pharma, security, and finance industries. Join us on this insightful discussion that unravels the power of marketing automation and its potential impact on businesses.

00:00 CVM Stories teaser 00:19 Intro of Vytautas Jurkus 01:15 How the host Egidijus and Vytautas met 03:28 Vytautas' interest in marketing and mobile marketing 06:45 Role as a Sr. Manager for CRM User Experience and Marketing Automation at Western Union 08:29 Skills necessary for managing customer lifecycle 10:54 Addressing data access and reporting challenges 13:16 Importance of communication and collaboration with various teams 14:46 Relationship with the IT department 15:29 Typical day managing CRM and Marketing Automation 17:30 Clarifying KPI's 20:07 Beyond work hours - how to clear the mind 24:32 Similarities and differences in telco, pharma, security and finance industries 27:14 Creative approach to marketing and personalization 32:54 Importance of marketing automation and digitalization 35:52 The toolset for marketing automation 40:46 The quest for the perfect tool and evaluating the current processes 43:15 Western Union case in adopting marketing automation and the challenges with different tools 48:23 The importance of preparation for automation 49:41 Tools consideration - a focus on the business value and how it will impact your processes 53:59 The future of marketing automation 57:05 Balance between automation and human control, considering legal and privacy implications 58:00 Vytautas proudest moment 59:29 The importance of testing and proofreading 01:00:32 Vytautas' book recommendation "Outside In: The Power of Putting Customers at the Center of Your Business" https://www.amazon.com/Outside-Putting-Customers-Center-Business-ebook/dp/B008CRWKRY 01:01:59 Delivering automated message is not the end #MarketingAutomation #CustomerValueManagement #PodcastInterview #ProfessionalGrowth #DigitalMarketing

How to implement Next Best Offer successfully? How to address data challenges, design a comprehensive offer catalog, integrate with multiple channels, engage agents? Egle Baradinskiene has implemented over 40 Next Best Offers all around the world! Tune for the new "CVM Stories" podcast episode and get ready to delve into the world of NBO! 0:00 Teaser 01:00 Intro 02:24 Educational and career journey 08:54 Definition of Next Best Offer, Egle’s experience implementing NBO globally 11:16 The ideal customer experience of NBO 14:34 Successful outcomes of NBO, definition of low churn rates 18:34 The role of AI algorithms in NBO processes and beyond algorithms 21:20 Example of business strategy and AI confrontation 23:42 Challenges in building an NBO Solution, NBO as a lifetime project 27:30 Challenges with data for Next Best Offer recommendations 30:51 Important aspects of the offer catalog for Next Best Offer 33:24 Integration of the offer catalog with communication channels 36:23 Importance of the offer integration in channels 39:23 Agents' role and challenges in delivering NBOs 43:13 Advice for launching a successful Next Best Offer project 44:32 Operations and continuous improvement of Next Best Offer 46:08 Challenges of the Next Best Offer operations 50:23 Successful project experience 55:52 Learning from failures 59:05 Book recommendation

Kristine Raumane, Customer Base Manager at Tele2 Latvia, provides a glimpse into the role of a customer base manager (CBM). Kristine shares her insights on how CBMs can make a significant impact on a company's success. Tune in to discover the qualities needed to excel in this role and gain valuable insights into the strategies that CBMs employ in their day-to-day operations.

In this episode you'll learn:

• How do different departments, such as sales, product, and customer care, work together in campaign workshops?
• What is the approach towards ensuring holistic collaboration for customer satisfaction?
• How does Tele2 Latvia incorporate stakeholder perspectives and leverage insights from customer feedback?
• What is the process of creating innovative campaigns that resonate with the target audience?
• How does Tele2 Latvia balance user-friendly experiences with data protection requirements?
• How has Tele2 Latvia embraced digitalization as a multi-service provider?
• What is the priority of exceptional customer service in Tele2 Latvia?
• What role does the call center play in delivering a seamless and personalized experience for customers?

Kristine’s book recommendation: Factfulness: Ten Reasons We’re Wrong About the World–and Why Things Are Better Than You Think

Join us as Kristine provides valuable insights into the challenges, creativity, and continuous improvement efforts that drive the company’s success.

In this episode, we’re joined by Amit Khanna, Marketing Consultant at MTN Ivory Coast. Amit shares how inbound marketing fuels growth in CVM by focusing on what customers actually need.

Tune in to hear why inbound beats outbound approach and how to create a powerful strategy using a five-pillar framework.

*Key Takeaways*

[00:01:43:18] Amit’s journey in marketing and CVM

[00:04:47:10] The importance of inbound marketing in telecom

[00:09:23:14] Understanding customer data and behavior

[00:13:00:06] Crafting personalized offers

[00:16:13:23] What contextual marketing really means

[00:20:50:08] The impact of timing in marketing efforts

[00:23:02:06] Engaging customers across multiple channels

[00:27:30:05] The necessity of measuring outcomes

[00:32:35:15] Real-world examples of successful strategies

[00:39:31:14] Future trends in CVM and inbound marketing

[00:51:25:13] Building a customer-first culture within organizations

*Final Words*

Inbound marketing isn’t just a tactic — it’s a growth engine. By truly understanding your customers and targeting them thoughtfully, you unlock value from underserved segments. Remember, it’s not just about getting customers. It’s about building real relationships that foster loyalty and fuel long-term success.

*Connect with Us*

Listen to CVM Stories wherever you prefer:

Web: https://www.exacaster.com/cvmstories/

LinkedIn: https://www.linkedin.com/company/exacaster/

Instagram: https://www.instagram.com/cvm.stories/

TikTok: https://www.tiktok.com/@cvm_stories

“CVM Essentials, Personalization, Pricing, and Data Analysis" by Ignas Brazdauskas, an experienced Telco professional with a 12-year background in Lithuania and Qatar. Ignas shares his expertise on crucial elements working with data and he offers valuable insights into the unique challenges and opportunities of CVM in different markets.

In this episode, you'll learn about:

• Customer Value Management (CVM) and its significance in the telecom industry.
• Factors influencing customer choices and the importance of delivering value.
• Challenges in changing prices and the impact on customer decisions.
• The role of CVM in the company's Profit and Loss Statement (PNL).
• The need for increased attention and recognition of CVM in the telecom sector.
• Strategies encompassed within CVM, including pricing, product, and distribution.
• Effective team structure for implementing CVM, including roles and responsibilities.
• The importance of data analysis and insights in CVM.
• Leveraging customer data for business growth and retention.
• The perpetual nature of CVM, involving data models and automation.
• Ignas's career journey from data analyst to specializing in customer retention and analytics.
• Collaboration, trust, and teamwork in CVM success.
• Recommendations for data analysts and measuring the impact of CVM initiatives.
• Challenges in applying CVM strategies in traditional marketing channels.
• Ignas' proudest moments and the value of collaboration with exceptional colleagues.

Book recommendations from Ignas not only for CVM, but for accelerating your success:

• Space Race: An Inside View of the Future of Communications Planning
• PERFORM: The Unsexy Truth about (Startup) Success




Tune in to the full episode to gain deeper insights into the world of CVM and telecoms!

Šarūnas Chomentauskas & Egidijus Pilypas, founders of Exacaster and hosts of CVM Stories, share their motivation behind this podcast, discussing their passion for Customer Value Management (CVM) and sharing their journey in the field.

In this episode you will learn:

Part 1: Why did we decided to launch a podcast on customer value management?

• Unique insights from Šarūnas and Egidijus working with global telecom companies
• Addressing challenges: secrecy, isolation, and lack of recognition
• Providing a platform for professionals to connect, learn, and overcome hurdles
• Rebuilding know-how and maturing customer value management practices
• Storytelling with experts sharing experiences
• Raising awareness and promoting the significance of customer value management in telecom

Part 2: What is our experience with Telecom Customer Value Management and Data Analysis?

• Importance of data analysis and drawing correct conclusions
• Challenges with using average as a measurement
• Case study: Missing budget due to fluctuations in average revenue per user
• Addressing revenue deviations caused by bill shock through a credit limit

Book recommendations by Šarūnas and Egidijus:

• Scoring Points: How Tesco Continues to Win Customer Loyalty
• Architects of Intelligence: The truth about AI from the people building it
• The Gap and the Gain: The High Achievers’ Guide to Happiness, Confidence, and Success
• Pricing and Revenue Optimization

In this episode, we’re joined by Mike Burkes, Senior Vice President of Enterprise Information Management at Ultra Mobile. Mike's experience in the Air Force helped drive a data transformation in a telecom company that has grown from 140 to 700 employees.

Tune in to hear how effective data management can support growth when done right, from selecting the right technology to building efficient processes and strong teams.

Key Takeaways

• [00:11:01:05] Moving from outdated reports to real-time data
• [00:12:29:06] Advocating for data in every business decision
• [00:13:00:00] Scaling a company from 140 to 700 people through data-driven decisions
• [00:13:55:20] Building a data-driven culture from day one
• [00:14:52:00] Using data virtualization to stay agile
• [00:16:06:13] Building a trusted single source of truth
• [00:16:47:00] Monitoring data quality and understanding small nuances
• [00:19:02:15] Empowering teams with self-service data tools
• [00:23:37:13] Segmenting customers to drive growth through retention
• [00:26:31:06] Tackling the challenge of scaling data infrastructure
• [00:55:34:09] Leading with empathy and building strong data teams

Final Words

Growth isn’t just about having data but also knowing how to use it. Educate your teams, advocate for data in every decision, and build a data-driven culture. Do that, and growth will take care of itself.

Connect With Us

Listen to CVM Stories wherever you prefer:

• Web: ⁠https://www.exacaster.com/cvmstories/⁠
• LinkedIn: ⁠https://www.linkedin.com/company/exacaster/⁠
• Instagram: ⁠https://www.instagram.com/cvm.stories⁠
• TikTok: ⁠https://www.tiktok.com/@cvm_stories

We’re joined by Alberto Arimana Celis, Head of B2B CVM at Entel Perú. With over 15 years in the telecom industry, Alberto has played a key role in building telecom companies from the ground up in Peru.

Tune in to hear his strategy for cutting churn by 50% and why customer focus and team alignment are secret sources of success in B2B CVM.

Key Takeaways

• (00:02:01) 15 years of experience in telecom
• (00:10:15) 30% market share growth in Peru over 10 years
• (00:11:16) B2B vs. B2C strategies in CVM
• (00:17:06) The power of customer profiling
• (00:25:45) Regular alignment with account managers\(00:25:57) Owning the communication process
• (00:43:20) Cutting churn by 50% through segmentation
• (00:29:56) Why management support is crucial
• (00:38:08) Prioritizing customer experience
• (00:41:17) Passion for CVM and its societal impact

Final Words

Cutting churn by 50% isn’t just wishful thinking. It’s possible. This episode shows you how to do it. Focus on your customers, segment smartly, and keep your team aligned. Start implementing these strategies. Your customers — and your business — will thank you.

Connect With Us

Listen to CVM Stories wherever you prefer:

• Web: https://www.exacaster.com/cvmstories/
• LinkedIn: https://www.linkedin.com/company/exacaster/
• Instagram: https://www.instagram.com/cvm.stories
• TikTok: https://www.tiktok.com/@cvm_stories

In this episode of CVM stories, we’re joined by Irena Radokanović, CRM Automation and Customer Engagement Team Manager at A1 Serbia. With nearly 20 years of experience, Irena is a powerhouse in building high-performing CVM teams. 

Tune in to discover how a lean but mighty team can deliver big results in CVM. Learn about a bold approach to creating a marketing agency-like team within a telco and why it keeps them agile, innovative, and always ahead of the game.

Key Takeaways

• (02:30) Building a Mini Marketing Agency Within a Telco

• (04:15) Using Data to Fuel Creativity in Marketing

• (10:45) The Importance of Monthly Campaign Planning

• (17:20) Cross-Department Collaboration for Strategic Success

• (19:13) Adapting to a Digital-First Strategy

• (19:40) The Power of Constant Testing and Experimentation

• (30:59) Balancing Ad-Hoc Requests with Strategic Planning

• (36:27) Lessons from Irena’s Experience Across Industries

• (43:29) Challenges in Personalization Across Channels

• (48:02) Reflecting on Failures and Lessons Learned

  
  

Final Words

It’s about working smarter, not just harder. If you’re in CVM and want to make a big impact with a lean team, this episode is for you. Packed with tips you can use right away, it’s a must-listen for anyone looking to up their game.

Connect with Us

Listen to CVM Stories wherever you prefer:

• Web: ⁠https://www.exacaster.com/cvmstories/⁠
• LinkedIn: ⁠https://www.linkedin.com/company/exacaster/⁠
• Instagram: ⁠https://www.instagram.com/cvm.stories⁠
• TikTok: ⁠https://www.tiktok.com/@cvm_stories

This time at CVM stories we are joined by Kwame van Eijndhoven who will breaks down what it takes to run effective CVM marketing automation.

Tune in to hear about the key questions often missed when choosing a campaign automation tool, why people are crucial to the success of every transformation project, and more!

Key Takeaways

• [00:06:52] Introduction - Meet Kwame, a 15-year veteran in campaign management.
• [00:07:25] Career Journey - From studying communications to mastering CRM at Vodafone.
• [00:09:04] Database Marketing - The thrill of working with customer data at banks.
• [00:11:37] Tools Galore - Discussing the ins and outs of Pega, Unica, and Mautic.
• [00:17:38] Challenges - Data quality, campaign runs, and ensuring flawless execution.
• [00:32:19] CVM Ops - The unsung hero of campaign management.
• [00:46:20] Implementation Woes - Migrating tools is a marathon, not a sprint.
• [00:50:54] Teamwork - Importance of onboarding and managing people through change.
• [00:51:26] From proudest moments to near disasters in campaign rollouts.

About Our Guest

Kwame van Eijndhoven is a marketing automation guru who has worked with the majority of big marketing automation tools such as Pega, IBM Watso and HCL Unica.

Connect with Us

Listen to CVM Stories wherever you prefer:

• Web: https://www.exacaster.com/cvmstories/
• LinkedIn: https://www.linkedin.com/company/exacaster/
• Instagram: https://www.instagram.com/cvm.stories
• TikTok: https://www.tiktok.com/@cvm_stories

Welcome to CVM Stories Season 3! In our second episode, we’re joined by Mantas Ratomskis.

Mantas reveals his strategies for growing revenue and retention in mobile apps. From managing critical user lifetime stages from the first 24 hours onward and sharing tricks to increase retention – tune in to hear this and more!

Key Takeaways

• [00:04:45] The importance of the first 24 hours in user retention.
• [00:14:40] The necessity of ongoing engagement to prevent user dormancy.
• [00:16:23] Early stage user drop-offs are a major challenge.
• [00:18:13] Defining and measuring 'active' users is crucial.
• [00:19:37] Customization of user engagement strategies based on detailed segment data.
• [00:25:22] Effective CRM strategies can dramatically improve retention.
• [00:26:16] The risk of high engagement reducing lifetime value in certain models.
• [00:31:09] The pivotal role of customer lifecycle management in digital subscriptions.

About Our Guest

Mantas Ratomskis is an expert and lecturer in product marketing and CRM. He has a proven track record of driving customer growth, building high-performing teams, and optimizing customer engagement in mobile apps and subscription businesses.

Connect with Us

Listen to CVM Stories wherever you prefer:

• Web: https://www.exacaster.com/cvmstories/
• LinkedIn: https://www.linkedin.com/company/exacaster/
• Instagram: https://www.instagram.com/cvm.stories
• TikTok: https://www.tiktok.com/@cvm_stories

Welcome to CVM Stories Season 3! Kicking off our first episode, we talk with Elchin Gulmammadov, Group Marketing Director at Azerconnect Group. Elchin spills the beans on doubling your CVM revenue benchmark through strategic management. From customer-centric AI applications and tailor-made solutions to smart team management – tune in to discover all this and more!

Key Takeaways

• [00:00:06:16] KPIs are essential for steering daily operations.
• [00:06:09:03] Curiosity, analytical skills, and creativity are key traits in CVM.
• [00:11:41:21] Alignment through regular KPI tracking keeps everyone focused.
• [00:12:00:10] Customer loyalty programs are crucial in prepaid dominant markets.
• [00:19:42:12] Aim to exceed industry benchmarks for CVM revenue contribution.
• [00:22:26:17] Failures are learning opportunities, not setbacks.
• [00:49:46:14] Focus efforts on high-value customers for maximum impact.
• [00:59:22:12] Automation can drastically improve efficiency and output.

About Elchin Gulmammadov Elchin Gulmammadov is a telecom marketing visionary with 15+ years of experience. An AI enthusiast, he drives growth and customer satisfaction with cutting-edge strategies.

Connect with Us

• Join the conversation on LinkedIn: https://www.linkedin.com/company/exacaster/
• Dive deeper into the CVM Stories: https://www.exacaster.com/cvmstories/

In this episode of CVM Stories, we chat with Ryan J. Alvarez, the CEO of VIVA Bolivia, about the impact of super apps on telco revenue.

Tune in to hear why now is the perfect time to explore advertising through super-apps, and how this shift is changing the way CVM teams grow revenue.

Key takeaways

[00:01:00] Ryan’s telecom roots and entrepreneurial journey

[00:06:00] Why VIVA bought a distressed telco to prove the concept

[00:07:00] The creation and purpose of the Alva protocol

[00:10:00] Super app functionality and zero-rated browsing

[00:14:25] Revenue sources: ads, banks, marketplaces

[00:16:45] 33% prepaid ARPU increase in Bolivia

[00:22:25] Helping local advertisers succeed online

[00:35:10] Marketplace integration strategy

[00:41:00] White-labeled app rollout timeline

[00:44:45] Global telco partnerships and fair share vision

Connect with us

• Listen to the CVM Stories podcast wherever you prefer:
• Web: ⁠⁠⁠https://www.exacaster.com/cvmstories/
• LinkedIn: ⁠⁠⁠https://www.linkedin.com/company/exacaster/⁠⁠⁠
• Instagram: ⁠⁠⁠https://www.instagram.com/cvm.stories⁠⁠⁠
• TikTok:⁠⁠⁠https://www.tiktok.com/@cvm_stories

The video partner: ADLife Creative Studio

https://adlife.lt/

In this episode of CVM Stories, we sit down with Orkhan Alipashayev, Head of CVM and BA at Aztelekom, and Aykhan Baylarov, Founder of Dominanta Experience, as they share how to build a customer-centric and profit-driven culture from the ground up.

Tune in to hear how they transformed customer experience in a telco from zero to national ministerial praise, what challenges they faced, and the key steps they took to build it.

Key takeaways

• [00:01:00] Launching CVM from zero in a state-owned telco
• [00:04:00] From project manager to head of CVM: Orkhan’s journey
• [00:07:00] How CX and CVM roles overlap and complement each other
• [00:12:00] Fighting legacy systems and building trust in data
• [00:20:00] Turning chaos into daily automation through Python and R
• [00:26:00] Transforming culture: from blame to customer-centric thinking
• [00:36:00] Ministerial recognition boosts internal trust and morale
• [00:40:00] Nationwide fiber rollout and record-breaking speed boosts
• [00:48:00] Breaking silos with real field visits and shared ownership
• [00:56:00] Creating a zero-rated landing page to smooth customer friction

Connect with us

Listen to the CVM Stories podcast wherever you prefer:

• Web: ⁠⁠⁠https://www.exacaster.com/cvmstories/⁠⁠⁠
• LinkedIn:https://www.linkedin.com/company/exacaster/⁠⁠

• Instagram: ⁠⁠⁠https://www.instagram.com/cvm.stories⁠⁠⁠
• TikTok:⁠⁠⁠https://www.tiktok.com/@cvm_stories

In this episode of CVM Stories, we sit down with Aydin Ismayilov, Head of Customer Value Management at Aztelekom. He shares how to win in CVM in fixed services – where data is sparse, engagement is slower, but the impact can be massive.

You’ll hear how to master customer lifecycle management, household-level targeting, smart cross-sell, and how to build a high-performance CVM data mart that actually drives results

Key takeaways

• [00:02:02] Aydin’s telco journey from call center to CVM head
• [00:04:30] Lessons from customer service: speak the customer’s language
• [00:06:21] A/B testing SMS phrasing improved conversions by 2–3%
• [00:08:18] Fixed vs. mobile: fixed is slower, more strategic
• [00:18:37] Router installation: educate to boost NPS
• [00:26:20] Unique challenges of household targeting
• [00:29:36] Cross-sell via device count and traffic
• [00:35:49] Transition from data consumer to data owner
• [00:43:58] Full CVM automation success story
• [00:47:20] Failed campaign: offer timing vs. psychology

Connect with us

Listen to the CVM Stories podcast wherever you prefer:

• Web: ⁠⁠⁠https://www.exacaster.com/cvmstories/⁠⁠⁠

• LinkedIn:https://www.linkedin.com/company/exacaster/⁠⁠

• Instagram: ⁠⁠⁠https://www.instagram.com/cvm.stories⁠⁠⁠
• TikTok :⁠⁠⁠https://www.tiktok.com/@cvm_stories?lang=en

In this episode, we sit down with Mirella-Marie Katarina Radman, former NATO project lead, now leading enterprise success at one of Canada’s largest telcos. We talk trust, renewals, and what Customer Value Management (CVM) teams can borrow to win in long-game, high-stakes accounts.

Tune in to hear how to lead with trust, plan for renewals years in advance, and build value that doesn’t just convert but lasts.

*Key takeaways*

[00:02:15] From NATO to Telco: Katarina’s career shift from

diplomacy to telecom leadership

[00:05:40] Early lessons in trust: building value before

“customer success” was a term

[00:13:30] Enterprise lifecycles: why planning starts 2 years

before renewals

[00:19:20] Navigating 10–20 stakeholders per deal:

enterprise account reality

[00:23:50] Building trust that scales: what wins million-dollar

relationships

[00:28:40] Documentation as a strategy: CRM as a living

customer record

[00:33:25] Day Two is everything: defining success after the

contract is signed

[00:41:00] Being the voice of the customer: translating

feedback into action

[00:47:10] The human side of enterprise: empathy still drives

decisions

[00:53:40] Recognized success: winning internal awards for

long-term impact

*Connect with us*

Listen to the CVM Stories podcast wherever you prefer:

Web: ⁠⁠⁠https://www.exacaster.com/cvmstories/

LinkedIn: ⁠⁠⁠https://www.linkedin.com/company/exacaster/⁠⁠⁠

Instagram: ⁠⁠⁠https://www.instagram.com/cvm.stories/

TikTok:⁠⁠⁠ https://www.tiktok.com/@cvm_stories/

The video partner: ADLife Creative Studio

https://adlife.lt/

In this episode Matthew Tilling, Senior Product Manager at Exacaster, shares a massive opportunity for CVM leaders - transactional comms.

What if your highest-engagement channel wasn’t marketing, but transactional messages like bills, alerts, and service updates?

Matt shares a playbook for unifying these chaotic comms and turning them into a growth engine.

Key takeaways

• [00:01:10] Transactional vs commercial communications

• [00:03:40] Why uncoordinated messages hurt CX

• [00:07:35] The CTO's focus on risk & reliability

• [00:28:40] Why CVM is the natural owner of the customer experience
• [00:18:55] The "no big bang" rule for migrating communications
• [00:19:15] How to de-risk the project with a small, low-risk pilot
• [00:42:20] Using billing communications to directly improve cash flow
• [00:27:25] The importance of change management and getting buy-inConnect with us

Listen to the CVM Stories podcast wherever you prefer:

Web: ⁠⁠⁠https://www.exacaster.com/cvmstories/

LinkedIn: ⁠⁠⁠https://www.linkedin.com/company/exacaster/⁠⁠⁠

Instagram: ⁠⁠⁠https://www.instagram.com/cvm.stories/

TikTok:⁠⁠⁠ https://www.tiktok.com/@cvm_stories/

The video partner: ADLife Creative Studio

https://adlife.lt/

The CVM Trends 2026: Telecom Edition report on the latest strategies, tools, and shifts shaping the Customer Value Management just dropped!

Listen to the CVM Trends Talk, where the experts – Silvia Gomez Dominguez (CVMBoK book co-author), Marek Wiktor Grabowski (B2C CVM Director at Orange Poland), and Sahar Ehsan (Value Steering & CVM Operations at Zain Kuwait) – break down the key insights.

*Key takeaways*

[01:40:00] - CVM's C-suite access is growing, with half of teams now reporting high-up.

[02:20:00] - The CVM "PR problem": why most teams feel unrecognized despite incremental uplifts

[09:05:00] - The fix: stop talking like analysts, tell "business stories".

[11:05:00] - The "shocking" average size of CVM teams is 3-5 people

[11:25:00] - Why are most CVM teams stuck doing ad-hoc work?

[19:15:00] -The maturity gap: core CVM programs vs. experience.

[20:20:00] - The "fast vs. slow" split in KPI tracking.

[32:29:04] - "How do they operate without daily trading?".

[39:20:00] - The ML boom: telcos now run 10+ models.

[40:25:00] - The data foundation crisis: most lack a unified customer view.

[46:10:00] - ML as the "industrialized money printing machine".

[52:20:00] - Future investments: real-time decisioning & dynamic pricing.

[55:15:00] - "Bet your career": the CVM experts' final predictions.

Download the full CVM Trends 2026:Telecom Edition report here: https://exacaster.com/cvm-trends/

The video partner: ADLife Creative Studio https://adlife.lt/

In our new CVM Stories episode, you'll meet Mohamed Mejri from Tunisie Télécom. He navigates some of the strictest government regulations for a telecom in the world.

Tune in to hear how he and the CVM team turn rules on pricing, targeting, and messaging into real ARPU growth.

Key takeaways

[00:02:20] - Hyper-saturated market – 15 million users for 12 million people

[00:05:15] - Regulator pre-approves all campaign targets and forecasts

[00:05:45] - Post-campaign performance reporting is mandatory

[00:35:25] - Prices are fixed across all telecom operators

[00:17:08] - The first 30 days are for guidance only – no offers allowed

[00:07:25] - Campaigns are capped at 200k users weekly

[00:10:47] - Adapting CVM to cultural events like Ramadan is crucial

[00:28:45] - Deep segmentation is a requirement, not a choice

[00:33:52] - “Booster” campaigns targeting stable customers are most effective

[00:45:04] - CVM often acts as the company’s “emergency department”

Connect with us

Listen to the CVM Stories podcast wherever you prefer:

Web: ⁠⁠⁠https://www.exacaster.com/cvmstories/

LinkedIn: ⁠⁠⁠https://www.linkedin.com/company/exacaster/⁠⁠⁠

Instagram: ⁠⁠⁠https://www.instagram.com/cvm.stories/

TikTok:⁠⁠⁠ https://www.tiktok.com/@cvm_stories/

The video partner: ADLife Creative Studio https://adlife.lt/

Silvia Gomez Dominguez, with 20 years of CVM and CX experience across Optus, Vodafone, KPMG and Westpac, co-author of the CVM Body of Knowledge and founder of the Women in Customer community, joins us to define autonomous CVM in telco – and walk through the practical path to build it.

Key takeaways

• [00:01:00] Why Silvia founded the Women in Customer community for CX leaders
• [00:05:49] How autonomous CVM reshapes the three brand layers – awareness, preference, conversion
• [00:11:09] "You wouldn't get those options even presented to you if you do not meet the minimum criteria"
• [00:21:56] "The biggest mistake would be just to replicate what we do today with AI"
• [00:24:33] The three AI layers in autonomous CVM – predictive, generative, agentic
• [00:31:12] Why the head of CVM must team up with the head of AI
• [00:35:55] Why a hybrid operating model wins over centralisation or autonomy
• [00:43:52] "There will be much more autonomy. It's super important that we embed the risk frameworks properly"
• [00:46:45] Why autonomous CVM needs continuous risk frameworks
• [00:54:51] "Rethink the processes using the new technology – don't just replicate what you do today with AI"

Connect with us

Web: ⁠https://www.exacaster.com/cvmstories/⁠

LinkedIn: ⁠  / exacaster  ⁠

Instagram: ⁠⁠⁠⁠  / cvm.stories  ⁠

TikTok:⁠⁠⁠ ⁠  / cvm_stories  ⁠

Video partner: ADLife Creative Studio – ⁠https://adlife.lt/

Özge Efe Aşcı, Senior Manager – Customer Lifecycle Value Management & AI at Vodafone, has spent nearly 15 years driving CVM across multiple markets. For years, CVM's mantra was right offer, right channel, right time.

In this episode, he shares why that playbook is breaking and how agentic CVM is rewriting the rules of personalisation.

Key takeaways

• [00:03:33] Why CVM is the real growth engine for mature industries like telco
• [00:06:08] "Personalization sounds very good until it's done badly" – when relevance turns creepy
• [00:08:55] Why personalization must start from customer truth, not your product catalog
• [00:11:24] The cooking analogy – data is the ingredient, decisioning is the recipe, channel is the method
• [00:20:09] Jobs to be done framework – understanding customer signals throughout their lifecycle
• [00:24:15] Solve the open ticket first, then sell the iPhone – prioritizing customer needs
• [00:27:54] "True personalisation is only possible with AI orchestration" – why batch campaigns can't scale
• [00:36:16] Three AI transformations: natural language analytics, workflow automation, and customer relationships
• [00:38:01] "AI is rational – it's a complete paradigm shift" – the shift to agent-to-agent commerce
• [00:48:42] Vodafone UK's retention transformation – from legacy grids to personalized recommendations

Connect with us

Web: https://www.exacaster.com/cvmstories/

LinkedIn:   / exacaster  

Instagram: ⁠⁠⁠  / cvm.stories  

TikTok:⁠⁠⁠   / cvm_stories  

Video partner: ADLife Creative Studio – https://adlife.lt/

Gabriel Felipe Cortes Molina, Senior Loyalty and Retention Manager at Tigo Colombia, reveals how his team reduced postpaid churn without relying on discounts.

With 12 years of experience, he shares the operational playbook behind proactive communication, rapid response teams, and cross-functional alignment.

Key takeaways

• [00:04:28] “When you start to give discounts, you are only giving value to the market and destroying the value of the user”
• [00:05:27] Three main reasons customers churn: competition, bad service, and bill shock
• [00:09:51] How proactive billing alerts via SMS and WhatsApp prevent customer frustration
• [00:11:33] Billing changes double or triple contact rates and churn risk
• [00:17:26] Tracking repeated service signals to identify at-risk customers early
• [00:19:49] “Sometimes you have to say, I’m really sorry for what you’ve gone through – it’s kind of a superpower”
• [00:22:37] Competition drove a 57% price decrease in Colombia’s telecom market
• [00:27:37] Aligning shared KPIs across teams to unlock collaboration on churn reduction
• [00:36:13] Focus on 1–3 pain points, not 20 dashboards
• [00:41:10] Gabriel’s proudest moment: building convergence during a company merger

Connect with us

Web: https://www.exacaster.com/cvmstories/

LinkedIn: https://www.linkedin.com/company/exacaster/

Instagram: ⁠⁠⁠https://www.instagram.com/cvm.stories/

TikTok:⁠⁠⁠ https://www.tiktok.com/@cvm_stories/

Video partner: ADLife Creative Studio – https://adlife.lt/

In this episode, Kaan Fişek, Head of Customer Value Management & Base Marketing at Ooredoo Qatar shares how to scale CVM globally without the friction.

What if the biggest barrier to scaling CVM wasn’t strategy or technology, but people? Kaan shares the partnership playbook that turned resistance into collaboration across European markets, ultimately leading to CVM contribution growing from 10% to 40% in one market.

Key takeaways

• [00:02:50] Kaan's 14-year telco journey – from computer engineering to CVM leadership
• [00:08:55] The CVM factory: data, channels, treats, and orchestration
• [00:22:53] Building forums and quarterly case study sharing across markets
• [00:23:35] "No one likes to be told what they should be doing"
• [00:25:16] Benchmarking capability and maturity across operations
• [00:27:55] Building intelligence: map wallets, vendors, satisfaction, buying cycles
• [00:28:40] The result: CVM contribution grew from 5-10% to 33-40%
• [00:31:15] "Global roles involve a bit of lobbying and politics"
• [00:31:30] "It's exactly like a B2B sales pitch"
• [00:45:52] "There was no question around CVM bringing value"

Connect with us

Web: ⁠⁠https://www.exacaster.com/cvmstories/⁠⁠

LinkedIn: ⁠⁠  / exacaster  ⁠⁠

Instagram: ⁠⁠⁠⁠⁠  / cvm.stories  ⁠⁠

TikTok:⁠⁠⁠ ⁠⁠  / cvm_stories  ⁠⁠

Video partner: ADLife Creative Studio – ⁠⁠https://adlife.lt/