🎙️Winning CVM in Fixed Services: From Customer Lifecycle to Data Mart

Dushyant Panchal, Senior Lead – CVM at MyRepublic, has managed 10 to 15 marketing automation rollouts for telcos from Southeast Asia to South America. He shares how to turn big CVM technology projects into revenue in three phases – business case, implementation and adoption.Key takeaways[00:05:09] Why pricing wars are pushing telco revenues down in every market[00:13:59] "It's not always a technology game… you have to rethink the engagement strategy as well"[00:20:31] Why the business outcome is the first question before any platform decision[00:23:12] How speed to market – 2 hours vs 5–10 minutes per campaign – shapes the business case[00:24:47] How to align every department before the project starts[00:26:47] "Launching a project is not only the success – how efficiently we are launching the project, that's the real success"[00:28:36] "Keep everyone aligned and informed, educate them on the platform"[00:32:13] The roadblock nobody plans for – another team changing its system days before go-live[00:38:57] "You cannot suddenly ask them to go on $15, right?[00:48:31] The 70-day end-to-end implementation Dushyant is proudest ofConnect with usWeb: ⁠⁠⁠https://www.exacaster.com/cvmstories/⁠⁠⁠LinkedIn: ⁠⁠⁠  / exacaster  ⁠⁠⁠Instagram: ⁠⁠⁠⁠⁠⁠  / cvm.stories  ⁠⁠⁠TikTok:⁠⁠⁠ ⁠⁠⁠  / 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 usWeb: ⁠⁠https://www.exacaster.com/cvmstories/⁠⁠LinkedIn: ⁠⁠  / exacaster  ⁠⁠Instagram: ⁠⁠⁠⁠⁠  / cvm.stories  ⁠⁠TikTok:⁠⁠⁠ ⁠⁠  / cvm_stories  ⁠⁠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 usWeb: ⁠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 recommendationsConnect with usWeb: 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 mergerConnect with usWeb: 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 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 usListen 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 Studiohttps://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 usListen 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, 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 fromdiplomacy 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 yearsbefore renewals [00:19:20] Navigating 10–20 stakeholders per deal:enterprise account reality[00:23:50] Building trust that scales: what wins million-dollarrelationships[00:28:40] Documentation as a strategy: CRM as a livingcustomer record[00:33:25] Day Two is everything: defining success after thecontract is signed[00:41:00] Being the voice of the customer: translatingfeedback into action[00:47:10] The human side of enterprise: empathy still drivesdecisions[00:53:40] Recognized success: winning internal awards forlong-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 Studiohttps://adlife.lt/

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 resultsKey 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. psychologyConnect with usListen 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.stories⁠⁠⁠TikTok :⁠⁠⁠https://www.tiktok.com/@cvm_stories?lang=en