CVM Trends 2026: Telecom Edition

By 2026, CVM must evolve beyond campaign management into intelligent real-time engagement – where every interaction is rooted in understanding the customer, not just targeting the customer. Backed by unified data, AI, and creative intelligence, we will anticipate customer needs before time – transforming moments into meaningful, hyper-personalized experiences and journeys.

In 2026, focusing solely on customer acquisition will no longer suffice – equal or even greater attention must be given to the existing base. In practice, this means elevating CLV to a strategic metric and embedding it into all commercial decisions. For telcos, this will translate into developing new product ecosystems alongside core connectivity, emphasizing Fixed-Mobile Convergence expansion and Value-Added Services enrichment.

CVM is rising to the C-suite, becoming a strategic engine shaping how telcos grow. The foundation is the single customer view – a horizon we continuously move toward but never fully reach, guiding our ambition and alignment. CVM’s successful leaders will be those who blend data, empathy, and governance – earning trust while designing value that is proactive, personal, and delivered through new ways of engagement never seen before!

The future of Customer Value Management lies in moving from operational execution to a true strategic growth driver. Telecom operators must embrace a shift from product-led strategies to fully customer-centric approaches, powered by unified data, automation, and real-time personalization. Generative AI, predictive analytics, and omnichannel orchestration will enable hyper-personalized offers, seamless experiences, and stronger loyalty.

The growth of CVM reflects a decisive shift from campaign management to predictive, value-driven engagement. To unlock full impact, telecoms must invest in a modern martech and data stack – integrating ML, automation, and real-time orchestration. Scalable technology, not heroics from small teams, is what transforms CVM from a back-office, hardly-known function into a strategic engine of customer lifetime growth.

Going into 2026, the landscape of Customer Value Management shows signs of progress, yet the core challenges remain the same. What is changing, however, is the growing recognition of CVM as a critical driver of sustainable business growth. This shift is leading to CVM becoming an integrated part of broader organizational strategies, rather than a standalone function – a trend that will shape how companies compete and create value in the years ahead.