CVMBoK

The customer experience (CX) team is responsible for ensuring seamless and consistent customer journeys across all touchpoints, including channels and products. Their work directly impacts how CVM campaigns are perceived and how effectively they drive engagement, satisfaction, and loyalty.

CX teams provide essential inputs that shape the success of CVM initiatives, including:

• Delivering seamless product and channel experiences that enable smooth customer interactions
• Offering feedback on customer complaints to address pain points and refine campaigns
• Measuring CX through metrics like transactional NPS to evaluate the impact of CVM initiatives

For example, when the CX team ensures frictionless navigation for product upgrades, CVM upsell campaigns see higher conversion rates because customers trust the process.

CVM and CX teams work together to ensure that campaigns align with CX and provide a unified experience. Key aspects of collaboration include:

• Analyzing customer experience data: Using insights like NPS to measure the quality and effectiveness of CVM campaigns
• Incorporating customer complaints: Using complaints as signals to refine targeting and adjust NBA programs
• Ensuring consistency across channels: Following CX guidelines to deliver cohesive messaging and avoid conflicting communications

For example, a campaign targeting existing customers with loyalty rewards must align with CX strategies to ensure that offer redemption is easy and friction-free.

CVM initiatives directly influence CX by:

• Creating omnichannel journeys that strengthen trust and build positive relationships with the brand
• Maintaining alignment of pricing and offers across channels to avoid frustration caused by inconsistencies
• Addressing customer feedback by refining offers, improving messaging, or resolving friction points

Misaligned CVM campaigns, however, can create a disjointed experience, leading to dissatisfaction and reduced engagement. Ensuring that campaigns complement the overall customer journey is critical.

A solid two-way information exchange between CVM and CX teams is essential. Key collaboration points include:

• Reducing friction: Joint initiatives to minimize customer effort and create smooth transitions across touchpoints
• Aligning communication: Ensuring consistent messaging across channels, pricing, and offers
• Avoiding conflicts: Preventing misalignments that lead to mixed signals or differing treatments across customer segments
• Feedback loops: Using CX data to continuously refine and improve CVM initiatives

These handshakes ensure that CVM campaigns enhance, rather than detract from, the overall customer experience.

Strong collaboration with CX teams leads to campaigns that not only promote services but also improve customer journeys. Misalignment, however, risks disconnected communications and friction that undermine trust and satisfaction. Consistent coordination and shared KPIs are essential to maintaining alignment and delivering meaningful results.