Research Report

CVM Trends 2025: Telecom Edition

The first research on strategies, tools, and trends shaping Customer Value Management in telecom globally

“The telecom industry is undergoing a major transformation driven by rising global demand for seamless connectivity and the high costs of deploying and maintaining infrastructure like FTTH and 5G. CVM is now crucial to profitability.”
Alberto Caceres Valverde
Head of Marketing @Movistar (Telefónica Hispam)
“CVM crew members are true superheroes! As organizations aim for quick wins, the CVM team faces many challenges that often limit CVM's full potential and impact. This report by Exacaster sheds light on how these superheroes are overcoming these obstacles, showcasing a data-driven focus on customer-centricity.”
Thierry Awetimbi
Customer Value Manager @Vodacom Congo
“Telecom industry leaders must prioritize AI personalization enabled by ML OPS to enhance Customer Value Management (CVM). The future of CVM relies on strategic advancements, innovation, and the capacity to operate automated CVM machines that enable large-scale, real-time decision-making.”
Marek Wiktor Grabowski
B2C Customer Value Management Director @Orange Poland
“Going into 2025, more focus is given to personalization backed by predictive analytics. AI is becoming a factor in customer value management, generating strong interest, but it is in an early exploration stage where the real value has yet to be proven.”
Indrė Lingienė
Head of Customer Value Management @Telia Lithuania
“CVM enables and inspires the entire organization to always act in the best interest of the customers. Empowering frontline teams with these principles ensures that customer-facing staff feel confident in doing what is right for customers, enhancing both service quality and brand loyalty.”
Silvia Gomez Dominguez
Senior Director and Expert in Customer Engagement

CVM insights are top secret, so how do you plan for next year?

Customer Value Management (CVM) in telecom is a complex role by design, but market players make it even more challenging by keeping CVM best practices top secret.

That’s understandable — CVM is critical for maintaining a competitive edge. However, as planning for 2025 begins, Customer Value Managers face their annual dilemma: “Are we doing enough to maximize customer value?”

The challenge is real — finding direction for next year’s plans is tough when essential industry insights and data are nowhere to be found, and you have to reinvent the wheel.

The CVM Trends 2025 – find insights you need

The CVM Trends 2025: Telecom Edition is the first industry research to explore key strategies, tools, and trends shaping global CVM practices.

The report covers the full scope of CVM work, from CVM’s role within organizations to commercial KPIs and key customer lifecycle management programs. It also explores how technology, data, and generative AI are driving efficiency and personalization.

Find the CVM insights you need to prepare for next year and be confident your plans will put you ahead — after all, now you know the top secrets.