CVMBoK

The scope of CVM programs is vast, involving a wide network of cross-functional stakeholders at all times. This chapter presents an overview of how this collaboration appears and functions in practice.

Cross-Functional Collaboration is at the Core of CVM

Cross-functional collaboration is not merely beneficial but essential for the success of CVM. It involves integrating efforts across diverse organizational functions to enhance customer value effectively.

CVM is deeply dependent on contribution from across the organisation, and the rest of the organisation in turn depends on CVM role outputs for its success.

Figure 6.1. 17 areas coordinated by CVM

Insights from industry professionals underscore the importance of cross-functional collaboration:

Our Customer Base Management team is all about connecting different departments and keeping our best strategies private. We improve customer experience by running successful upsell and cross-sell campaigns, managing loyalty programs, and using a variety of technical solutions.

Kristine Raumane

Head of customer value management @Tele2 Latvia

Prior to starting on any CVM initiative, it is essential to establish clear expectations and the desired outcomes from all collaborating teams (for data analytics, sales, etc.)

Simon Sanga

Customer Value Manager @M-Pesa

Further chapters provide a short overview for each of the 14 functional areas that closely work with CVM and describe what inputs CVM needs, what work related to the function it must do, and what output it provides in turn to this specific group of stakeholders.

Previous: CVM Technology

Next: Collaboration With General Management