CVMBoK

Customer Value Management Body of Knowledge

A First and Only Guide for Customer Value Managers

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[Problem, background] Because No One Goes to School for CVM

CVM is an extremely important and complex role in organizations. But there is no formal education or training for it. Professionals struggle to find reliable guidance.

Without guidance, this role can get misunderstood. It is harder to grow or achieve success. It can’t maximize profitability by integrating marketing, sales, and service efforts to align with customer needs.

[Value proposition] CVMBoK Fills the Gap

CVMBoK brings you knowledge from the world’s top Customer Value Managers. It’s right at your fingertips.

The first and only guide that gives you access to the best practices, actionable insights, and expert knowledge you need to succeed in your CVM role.

CVMBoK Contributors

  • “We cooperate quite closely with the marketing; they craft the product's visual and textual appeal, while we focus on targeting the right audience through the appropriate channels, ensuring understandability and engagement.”
    Kristine Raumane
    Head of customer value management @Tele2 Latvia
  • “Prior to starting on any CVM initiative, it is essential to establish clear expectations and the desired outcomes from all collaborating teams (for data analytics, sales, etc.)”
    Simon Sanga
    Customer Value Manager @M-Pesa
  • “Choosing the right data battles is crucial. Focus on the low-hanging fruit, like reducing unwanted calls or enhancing digital engagement, align strategically, and adopt a modular approach for incremental value delivery.”
    Matt Tilling
    Head of CRM @Telia Lithuania
  • “While assisted channels like call centers remain crucial for customer service and revenue generation, the evolution towards digital channels like email, SMS, and app notifications is inevitable. Businesses must strategically adapt, determining the optimal use of assisted channels based on customer journey stages and specific customer needs.”
    Matt Tilling
    Head of CRM @Telia Lithuania
  • “Personalization is knowing someone and speaking to someone as if you know them. It's still a huge part of the customer experience, this face to face knowing who wants that and who doesn't want that and when.”
    Matt Tilling
    Head of CRM @Telia Lithuania
  • “Automation enables the efficient targeting and elevation of customers to new segments through automated funnels. Once set, these systems not only facilitate upselling or cross-selling but also allow for continual performance analysis based on data.”
    Vytautas Jurkus
    Senior manager for CRM, User Experience and Marketing Automation @Western Union
  • “Understand the business, understand the customers, what products they are using and how, then try to find that right moment to deliver right message for the customer.”
    Vytautas Jurkus
    Senior manager for CRM, User Experience and Marketing Automation @Western Union
  • “You have to balance your pricing, your retention processes (number of iteration towards the customer base, communication frequency) while making the customer base happy (NPS and transactional NPS).”
    Paulius Grygalis
    Manager of client intelligence and client service @Tele2 Lithuania
  • “Effectively managing churn is a delicate balance; pushing too hard can disrupt sales dynamics, while less communication might reduce churn but at the cost of valuable interactions and upselling opportunities with your customer base.”
    Paulius Grygalis
    Manager of client intelligence and client service @Tele2 Lithuania
  • “Our Customer Base Management team is all about connecting different departments and keeping our best strategies private. We improve customer experience by running successful upsell and cross-sell campaigns, managing loyalty programs, and using a variety of technical solutions.”
    Kristine Raumane
    Head of customer value management @Tele2 Latvia
  • “Even though you're doing a one time campaign, you should measure the campaign long term.”
    Simon Sanga
    Customer Value Manager @M-Pesa
  • “The beauty of CVM is the outcome can always get measured. Whether it is the hit rate, churn rate, purchase frequency or revenue uplift, it all comes down to a fact of the impact.”
    Ignas Brazdauskas
    Telco professional
  • “CVM roles have the best understanding of P&L composition and can also do the biggest impact on P&L as it drills down to the customer level. Thus I believe P&L responsibility should be owned by CVM teams.”
    Ignas Brazdauskas
    Telco professional
  • “To get the most impact is possible if we (the CVM team) have the ownership of our customer base management processes.”
    Kristine Raumane
    Head of customer value management @Tele2 Latvia
  • “Securing the performance of sales channels necessitates significant investment in time and effort, given the frequent turnover. Longevity in their roles is rare and despite empowering their coaches, personal CVM engagement remains a critical component of success.”
    Vaidotas Juknys
    Telco professional, Head of Commerce @Smartproxy
  • “The best algorithm does not work if the agents don't see the use in it, if agents don't like it, if it doesn't support their goals.”
    Florian Schwarz
    Program Lead in Data-Driven Marketing @A1 Austria
  • “The scarcity in today’s market isn't opportunities; it's the customer’s time and organisations' alignment. Timeliness of what to offer when and how to develop that better.”
    Florian Schwarz
    Program Lead in Data-Driven Marketing @A1 Austria
  • “CVM professionals often navigate a complex path, balancing diverse roles from strategy to analytics and customer experience, leading to blurred boundaries in their responsibilities. The upcoming Customer Value Management Body of Knowledge (CVMBoK) aims to redefine and clarify these roles.”
    Egidijus Pilypas
    Director of Product and Marketing, Co-founder of Exacaster
  • “The CVMBoK is your go-to resource for modern customer value management in the telecom sector, blending business and tech insights with a collaborative approach to drive industry progress. ”
    Šarūnas Chomentauskas
    CEO & Co-founder of Exacaster

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