Customer Value Management: A step-by-step guide to a complex process

Customer Value Management: A step-by-step guide to a complex process
In saturated markets customer value management (CVM) offers the potential to overthrow outdated marketing practices, modernise your marketing and reduce customer churn.

However, CVM can be a complex decision-making process. This article presents a step-by-step approach to CVM, an overview of the key challenges of each stage, and explanation of the reasons for, and value in, persevering to overcome them. It also looks at the role that Big Data plays in this process and explains why Telecom operators have a natural advantage when it comes to CVM.

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