CVMBoK

Branding teams play a crucial role in shaping a compelling visual and textual representation of the organization’s identity. Their work ensures that CVM campaigns are aligned with the brand’s tone, visuals, and messaging, creating a cohesive CX.

Branding decisions directly influence how customers perceive and engage with CVM initiatives. By providing brand guidelines, messaging templates, and marketing assets, the branding teams enable CVM teams to create campaigns that resonate with customers and reinforce the brand identity.

At an operational level, branding teams provide tools such as:

• Visual and tone-of-voice guidance for customer communication
• Ready-to-use marketing assets for major CVM campaigns
• A brand book that sets the standards for consistency across all customer touchpoints

Without alignment, CVM campaigns risk misusing brand assets, leading to disjointed messaging and a diluted CX.

CVM teams integrate branding elements into their campaigns to ensure that communication appeals to the target audience. Collaboration with branding teams involves:

• Preparing inputs and requests for new marketing assets based on upcoming CVM initiatives
• Incorporating brand messaging into customer communications at the right moments of truth
• Aligning communication templates with the brand’s visual and textual guidelines

For example, a retention campaign targeting high-value customers might emphasize premium branding elements to convey exclusivity and reliability. This approach reinforces the brand’s values while improving campaign performance.

CVM teams provide valuable feedback to the branding teams about how customers respond to brand messaging. Insights include:

• Performance metrics for campaigns using specific branding assets
• Customer preferences that can guide updates to brand narratives
• Trends that can shape future branding strategies, such as a growing interest in sustainability

For example, if data shows that customers value eco-friendly practices, the CVM team can recommend incorporating this theme into the brand narrative to maintain relevance.

To ensure success, the CVM and branding teams must align on several key aspects:

• Customer segmentation: Tailoring brand messaging for specific customer groups
• Collaborative campaign creation: Working together to design and evaluate marketing materials
• Feedback and refinement: Adjusting branding elements based on campaign engagement data
• Risk management: Reviewing communications to eliminate errors and avoid brand risks

Regular collaboration ensures that all communications are consistent with the brand identity while meeting the unique needs of different customer segments.

Misalignment between CVM and branding teams can lead to poor customer engagement and weakened brand trust. Errors in messaging, such as using outdated visuals or unapproved content, can damage the organization’s reputation. Strong communication, shared guidelines, and regular feedback are essential to prevent these issues.

Anything that we do as a CVM function, is it profitable for us or not? It’s pivotal to measure right on regular intervals. It’s very important for us to measure what is working for us, what is not working for us. This is how I see measurement is the key when it comes to a CVM function

Amit Khanna

Marketing Consultant at MTN Ivory Coast

When you’re talking about the omnichannel experience, what’s happening in the market is that we send a message to a customer, but our other touchpoints are not aware of that offer. What we have done in some places is create a view for all touchpoints. If we send communication to customers, they would see in their CRM tools that these are the communications sent, these are the active offers for the customer, and this is what the customer can buy.

Amit Khanna

Marketing Consultant at MTN Ivory Coast