After reviewing the three pillars of the CVM Portfolio and key programs and initiatives within each we may easily feel overwhelmed. The customer may feel the same—there may be a lot of activities happening at once with a particular customer. However, customers should not experience CVM programs—such as onboarding, upselling, cross-selling, retention, and win-back—as separate initiatives. Instead, they should perceive a series of interactions that meet their immediate needs and adapt to their changing circumstances. You must coordinate these programs effectively through NBA approaches and contextual marketing. NBA is the key to reducing noise and focusing only on what matters most at the moment—it is called the next best action for a good reason. Read more on full CVMBoK book.
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