CVM thrives on cross-functional collaboration. Without seamless integration across functions, delivering exceptional CXs becomes an impossible challenge.
As Kristine Raumane, Head of Customer Value at Tele2 Latvia, puts it:
Figure 5.1: Cross-functional Collaboration
Collaboration across functions like sales, marketing, service, and others provides the capability to work with the complete customer journey. This unified approach empowers you to craft personalized interactions
and targeted offers wherever and whenever you may wish to embed them; and all teams contribute data in return. For example, sales teams contribute offer and purchase history, marketing teams share campaign and engagement data, and service teams provide insights from customer support—together forming the foundation of informed CVM strategies.
The depth of collaboration varies depending on the CVM initiative. For example, launching a new product requires close coordination with marketing and product development teams to ensure effective positioning and rollout. Meanwhile, a customer service initiative may demand teamwork with operations and support teams to elevate the CX.
By tailoring your collaborative efforts to each initiative, you optimize resources and remain agile in responding to market dynamics.
Overcoming Collaboration Challenges
While collaboration is critical, it comes with its share of challenges. Communication breakdowns are common, making clear channels and regular check-ins indispensable. Conflicting priorities between functions can arise, requiring strong leadership to align everyone around shared CVM objectives. Resistance to change is another barrier—breaking down silos and fostering a collaborative culture are key to overcoming it.
Measuring success in a collaborative environment can also be complex. Defining clear metrics and tracking collective progress are essential to evaluating outcomes accurately. Managing the flow of information is equally important—too much can overwhelm teams, while too little can hinder decision-making. Ensuring that data is actionable and accessible is vital for maintaining focus and efficiency.
Collaboration: The Cornerstone of Customer Value Management Success
Ultimately, cross-functional collaboration is not just a beneficial practice—it is the cornerstone of CVM success. CVM teams rely on contributions from across the organization and, in turn, provide critical insights and strategies that drive overall growth. The following chapters will delve into the nineteen functional areas that work closely with CVM teams, detailing the inputs they provide, per how you should engage with them, and the outputs you’ll deliver to support their success.
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