The role of CVM within an organization, particularly in the telecommunications sector, is broad and complex, bearing similarities to Program or Portfolio Management. Typically, CVM functions are integrated within units that are pivotal to commercial success, often reporting to high-level executives who oversee critical aspects of the company’s operations and strategy.
Typical Reporting Lines for CVM in Telecom Organizations #
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Reporting to the Chief Marketing Officer (CMO). In many telecom organizations, CVM is seen primarily as a marketing function. Here, the CVM team reports to the CMO, aligning closely with marketing strategies and initiatives
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Under the Chief Commercial Officer (CCO). In some cases, CVM falls under the purview of the CCO. This structure is common in organizations where commercial strategy and customer value are closely linked. The CCO oversees not only marketing but also sales, product development, and sometimes customer service. CVM’s role here is to provide insights across these areas, ensuring that customer value is at the heart of all commercial decisions.
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Collaboration with Sales and Business Development. CVM teams often work closely with sales and business development units, providing valuable customer insights that aid in tailoring sales strategies and identifying new business opportunities.
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Liaison with Customer Service and Support. CVM also collaborates with customer service departments. Feedback and data from customer interactions are vital for CVM initiatives, helping to improve customer experience and reduce churn.
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Partnership with Product Management. In telecom companies, product innovation is key. The CVM team often works with product managers to develop offerings that meet evolving customer needs and preferences.
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IT and Data Analytics Teams. Given the data-intensive nature of CVM, some companies choose to bundle the CVM function together with analytics team. These teams provide the technological and analytical support necessary for data-driven CVM strategies.
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Reporting to the CEO or Board in Strategic Roles. In some organizations, especially where customer-centricity is a core value, CVM might report directly to the CEO or even have representation at the board level. This structure emphasizes the strategic importance of customer value in the company’s overall direction.
The Evolving Nature of CVM in Telecom #
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The positioning of CVM within a telecom organization is reflective of how the company views its relationship with customers. As the telecom industry continues to evolve in a highly competitive and technology-driven market, the role of CVM becomes increasingly strategic.
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Telecom companies are realizing that long-term success hinges on their ability to not only attract but also retain and grow their customer base. This understanding is leading to a more prominent and cross-functional role for CVM in these organizations.
Job titles #
As there are no consistent CVM function responsibilities implementation in the organziation, there’s no consistency in the job titles naming as well. In practice, the titles can vary considerably, reflecting the many functions the role covers. Some examples include:
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Customer Value Manager
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Customer Base Manager
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Customer Relationship Manager
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Customer Retention Manager
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Customer Lifecycle Manager
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Customer Engagement Manager
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High-Value Customers/Prepaid/Postpaid/Mass Segment Manager
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Consumer Products and Services Manager
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Product Marketing Manager
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BI, Pricing, and CVM Manager
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and many more…
We suggest to recognize the differences in the way CVM is approached and name the CVM role accordingly, while using a standard “Customer Value” prefix for the role. Possible titles range from VP Customer Value down to Customer Value Specialist. This can be implemented according to your organisation’s role naming policies and corresponding seniority descriptors.
Product-Centric CVM – role fulfilled by Product Owner:
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Product & Customer Value Owner
Coordinated CVM – role fulfilled separately from product ownership:
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Customer Value Coordinator – Product A & B
Segment-oriented CVM – role focusing on segment:
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Customer Value Manager – Segment Name, e.g. Customer Value Manager – Youth Segment.
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