Scribd
Upload
36 views10 pages

CVM Telecom Trends Updated

Customer Value Management (CVM) in telecom focuses on maximizing Customer Lifetime Value through strategies like customer segmentation, churn prevention, and loyalty campaigns. It employs predictive models for churn prediction and varies approaches for prepaid and postpaid customers, including upselling initiatives. Additionally, it emphasizes campaign performance improvement, real-time data usage, and adapting to market changes such as the impact of Starlink on customer acquisition and retention strategies.

Uploaded by

kemisoabigail
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
36 views10 pages

CVM Telecom Trends Updated

Customer Value Management (CVM) in telecom focuses on maximizing Customer Lifetime Value through strategies like customer segmentation, churn prevention, and loyalty campaigns. It employs predictive models for churn prediction and varies approaches for prepaid and postpaid customers, including upselling initiatives. Additionally, it emphasizes campaign performance improvement, real-time data usage, and adapting to market changes such as the impact of Starlink on customer acquisition and retention strategies.

Uploaded by

kemisoabigail
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 10

Customer Value Management in

Telecom
Mock Interview Q&A | CVM Strategy,
Analytics & Campaigns
What is Customer Value
Management (CVM)?
• • Data-driven strategy to maximize Customer
Lifetime Value (CLTV)
• • In telecom, CVM includes:
• - Customer segmentation
• - Churn prevention
• - Upsell/cross-sell
• - Loyalty and retention campaigns
Churn Prediction Strategy
• • Use historical data to build predictive
models (e.g., Logistic Regression, XGBoost)
• • Key variables: usage drop, late payments,
complaints, recharge decline
• • Output: Churn risk scores used to trigger
retention offers
• • Evaluation: AUC, Lift, Confusion Matrix
Prepaid vs. Postpaid CVM
Approach
• • Prepaid:
• - Focus on recharge incentives, short-term
retention, and behavior-based segmentation
• • Postpaid:
• - Contract management, upselling
add-ons/devices, managing ARPU
• • Segmentation and campaign KPIs vary
significantly
Upselling 4G Users to 5G
• • Identify high data users with 5G-compatible
devices
• • Offer: Free 5G trial, bonus data, or speed
boosts
• • Channels: SMS, App Push, Email
• • Metrics: Conversion, usage increase,
retention
Campaign Platform Architecture
• • Data Warehouse → Segmentation Engine →
Campaign Platform (e.g., Adobe, Unica)
• • Channels: SMS, Email, App, Call Center
• • Response data feeds back into the system
for optimization
Improving Campaign Performance
• • Analyze past campaign data for patterns
• • Refine target segments and offers
• • Use A/B testing and lift analysis
• • Result: Higher conversion, better ROI
Managing Fatigue & Using Real-
Time Data
• • Set frequency caps and contact rules
• • Prioritize high-relevance campaigns
• • Use real-time data for contextual offers:
• - Ex: Data depletion → offer top-up
• - Ex: Roaming entry → activate pack
Impact of Starlink on Telecom CVM
• • Market Redefinition:
• - New digital customers in remote areas
• - Adjust segmentation & acquisition
strategies

• • Churn Risk:
• - Rural broadband users may switch to
Starlink
• - Trigger proactive retention campaigns
Staying Ahead in Telecom CVM
• • Analyst Reports:
• - GSMA Intelligence, Gartner, McKinsey, STL
Partners

• • Industry News:
• - Telecoms.com, Light Reading, Fierce
Telecom, RCR Wireless

• • Events & Webinars:

You might also like