The first CVM Portfolio pillar is “acquire” and it groups initiatives related to new customers. Acquiring new customers goes beyond simply increasing subscriber numbers—it’s about delivering a memorable first experience that builds the foundation for lasting relationships. The acquire pillar emphasizes initiatives designed to onboard and activate customers effectively, ensuring that they quickly recognize the value of your services and begin using them. Turning new customers into loyal, long-term advocates is the core objective of this pillar.
As the customer base grows, new opportunities arise, such as leveraging existing customers to drive acquisitions through referral programs, enhancing value by transitioning customers from prepaid to postpaid plans, supporting repurchases when life changes occur (e.g., relocation), and re-engaging lapsed customers. The programs in this pillar focus on growing the customer base in a strategic, sustainable, and impactful manner. Read more on full CVMBoK book.
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