Research Report

CVM Trends 2025: Telecom Edition

The first and only research on key strategies, tools and trends shaping global CVM practice

  • “The telecom industry is transforming due to global demand for seamless connectivity and high infrastructure costs like FTTH and 5G. Traditionally focused on acquiring customers, telecoms have high churn rates and suboptimal customer experiences. Customer Value Management (CVM) is now crucial for profitability, enabling personalized experiences and services that foster long-term relationships. Deploying new technologies to gain deeper customer insights is essential for building robust profiles and tailoring offers.”
    Alberto Caceres Valverde
    Head of Marketing @Movistar (Telefónica Hispam)
  • “CVM crew members are true superheroes! As organizations aim for quick wins, CVM team face many challenges that often limits CVM’s full potential and impact. This report by Exacaster shed lights on how those superheroes are overcoming these obstacles by showcasing a data driven focus on customer-centricity and lead to a sustainable growth.”
    Thierry Awetimbi
    Customer Value Manager @Vodacom Congo
  • “Telecom industry leaders must prioritize AI personalization enabled by ML OPS to enhance Customer Value Management (CVM). The future of CVM relies on strategic advancements, innovation, and the capacity to operate automated CVM machines that enable large-scale, real-time decision-making.”
    Marek Wiktor Grabowski
    B2C Customer Value Management Director @Orange Poland
  • “Going into 2025, more focus is given to personalization backed by predictive analytics. However, successful deployment of predictive analytics depends on solid customer data governance. Many companies still face challenges with customer-level data aggregation, struggling to build unified customer profiles that could transform insights and elevate prediction models. AI is becoming a factor in customer value management, generating strong interest, but it is in an early exploration stage where the real value has yet to be proven.”
    Indrė Lingienė
    Head of Customer Value Management @Telia Lithuania
  • “CVM enables and inspires the entire organization to always act in the best interest of the customers. A well-executed CVM function is not just a technical solution but an enabler for cultural change, essential to fostering a customer-first mindset. Empowering frontline teams with these principles ensures that customer-facing staff feel confident in doing what is right for customers, enhancing both service quality and brand loyalty.”
    Silvia Gomez Dominguez
    Senior Director and Expert in Customer Engagement

CVM insights are top secret, so how do you plan for next year?

Customer Value Management (CVM) in telecom is a complex role by design, but market players make it even more challenging by keeping CVM best practices top secret.

That’s understandable — CVM is critical for maintaining a competitive edge. However, as planning for 2025 begins, Customer Value Managers face their annual dilemma: “Are we doing enough to maximize customer value?”

The challenge is real — finding direction for next year’s plans is tough when essential industry insights and data are nowhere to be found, and you have to reinvent the wheel.

The CVM Trends 2025 – find insights you need

The CVM Trends 2025: Telecom Edition is the first industry research to explore key strategies, tools, and trends shaping global CVM practices.

The report covers the full scope of CVM work, from CVM’s role within organizations to commercial KPIs and key customer lifecycle management programs. It also explores how technology, data, and generative AI are driving efficiency and personalization.

Find the CVM insights you need to prepare for next year and be confident your plans will put you ahead — after all, now you know the top secrets.

Measure your CVM performance in less than an hour

While waiting for the CVM Trends 2025 report, take the survey and benchmark your performance against global telecoms — all at no cost.

Listen to expert insights on telecom CVM Trends 2025

 

Gain insights from Telecom CVM Trends 2025

The first research report on the state and trends of CVM in telecom.

Comprehensive analysis of the full scope of CVM work.

Global insights from telecom companies across all continents.