CVMBoK

General management (GM) plays a pivotal role in ensuring that all functions, including CVM, work in alignment with the organization’s strategic objectives. This alignment enables CVM teams to focus on impactful initiatives that contribute to both short-term goals and long-term business success.

GM provides the strategic direction and sets performance objectives that guide CVM initiatives. By approving CVM strategies and allocating resources for their execution, GM ensures that CVM teams have the necessary tools to deliver results. GM also monitors the progress and outcomes of these initiatives, helping ensure alignment with broader organizational goals.

CVM teams collaborate with GM by designing and executing strategic initiatives that align with the organization’s priorities. This includes implementing retention strategies, upsell and cross-sell campaigns, and other initiatives that directly impact KPIs. CVM teams also report on KPIs and share insights into customer behavior, needs, and trends. This insight enables GM to refine strategic goals and adjust resource allocation to meet evolving market demands.

For example, if GM sets a goal to expand market share in a specific segment, CVM teams can design targeted campaigns to acquire and retain customers in that segment. This proactive approach ensures that CVM efforts contribute directly to the organization’s objectives.

CVM initiatives significantly influence the organization’s overall performance. Metrics such as revenue, customer base growth, and ARPU are critical indicators that inform GM’s strategic decision-making. Additionally, insights provided by CVM teams about customer personas, needs, and behaviors enable GM to make data-driven adjustments to its strategies and resource distribution.

Collaboration between GM and CVM teams requires clear communication and alignment on the following aspects:

• Strategic organizational direction and priorities
• KPIs related to CVM
• Resource allocation for CVM initiatives
• Regular sharing of customer insights

These interactions ensure that CVM activities remain relevant and contribute to achieving the organization’s overarching goals.

A lack of alignment between CVM teams and GM can lead to resource misallocation or a focus on the wrong priorities, ultimately jeopardizing the effectiveness of CVM initiatives. Clear communication, shared objectives, and aligned KPIs are critical to maintaining focus and ensuring that CVM teams support GM in achieving strategic success.

There is a certain level of innovation required for a CVM team to be effective. Acquiring this innovation is very important to the impact that we are delivering. To do so, there is a strategic importance in internal transformation. Of course, they are under pressure, and CVM is part of the answer for the telecoms. It is part of growth transformation, revenue transformation, and it is also a very important client of AI transformation. It is the right time for all of us to be heard and to seek the position that we should have.

Marek Wiktor Grabowski

B2C Customer Value Management Director at Orange Poland