CVMBoK

To effectively manage the customer activation journey from product purchase to full product adoption. The objective is to maximize the number of customers who successfully purchase and fully adopt the products.

• Reduced first 90 days customer churn from X% to Y%
• Increased product adoption in first 90 days from X% to Y%
• Improved 90 days Net Promoter Score (NPS) from X to Y

• Customer Lifetime Value (CLV) from churn reduction – $XXX
• Revenue from Average Revenue per User uplift due to better product adoption – $YYY
• Program Total Cost of Ownership – $ZZZ
• ROI = ($XXX + $YYY – $ZZZ) /$ZZZ

• Mapping the detailed customer journeys to identify key touchpoints and moments of truth.
• Defining customer segments and identifying their “normal“ usage and engagement patterns.
• Designing targeted communication and marketing strategies for each journey stage.
• Implementing customer feedback mechanisms to improve products and services.
• Utilizing data analytics to refine customer experience and predict future behaviors.

• Establishing workflows for customer journey mapping and touchpoint identification.
• Implementing new technologies for personalized communication and support.
• Coordinating cross-departmental efforts to ensure seamless execution of the CVM program.
• Regularly reviewing and updating processes based on customer feedback and data analytics.

To effectively manage the customer journey during the price plan/offer/discount renewal process. The objective is to maximize customer retention, ensure customer satisfaction, and enhance the value derived from existing customers by encouraging them to renew and upgrade their plans.

• Reduced churn rate during the renewal period from X% to Y%
• Increased contract renewal rates from X% to Y%
• Increased renewed price plan value by Z%

• Customer Lifetime Value (CLV) from churn reduction: $XXX
• Revenue from Average Revenue per User uplift due to contract upgrade to a bigger price plan: $YYY
• Program Total Cost of Ownership: $ZZZ
• ROI: ($XXX + $YYY – $ZZZ) / $ZZZ

• Mapping the customer journey to identify key touchpoints and moments of truth during the renewal process.
• Designing targeted communication strategies to inform and educate customers about their renewal options.
• Implementing customer feedback mechanisms to continuously improve the renewal process.
• Utilizing data analytics to identify patterns and predict customer behavior related to renewals.
• Developing personalized renewal offers and incentives to encourage plan renewals.
• Aligning sales channel incentives with the program objectives.

• Establishing workflows for renewal notifications and follow-ups.
• Implementing technologies for personalised communication campaigns and automated reminders.
• Coordinating efforts across departments to ensure a seamless renewal process.
• Regularly reviewing and updating processes based on customer feedback and data analytics.

To implement an up-sell and cross-sell program that aims to maximize customers lifetime value by offering additional or upgraded services. The objective is to move customers towards more converged services, deepen customer relationships and their lock-in and as a result increase revenue, and reduce churn.

• Increased average revenue per user (ARPU) by X%
• Reduce churn by Z% (from customers using extra services)
• Increase penetration of services A, B, C by Y%

• Additional revenue from increased ARPU: $XXX
• Customer Lifetime Value (CLV) uplift from reduced churn: $YYY
• Program Total Cost of Ownership: $ZZZ
• ROI: ($XXX + $YYY – $ZZZ) / $ZZZ

• Marketing Campaigns: Launch targeted marketing campaigns to inform customers about up-sell and cross-sell opportunities.
• Customer Support Improvements: Enhance customer support to provide detailed information and assistance regarding additional services and upgrades.
• Technology Upgrades: Implement systems that analyze customer data to identify potential up-sell and cross-sell opportunities and automate personalized offers.
• Process Enhancements: Streamline the process for customers to accept new offers and upgrade services with minimal friction.

• Workflow Changes: Develop and implement workflows for identifying, targeting, and following up with customers for up-sell and cross-sell offers.
• Technology Implementations: Deploy marketing and data analytics tools to track customer preferences and behaviors, enabling personalized offers.
• Cross-Departmental Coordination: Ensure collaboration between marketing, sales, customer service, and IT departments to deliver a cohesive program.

The purpose of the retention program is to reduce customer churn by proactively addressing the needs and concerns of at-risk customers.

Reduce churn rate from X% to Y%

• Revenue from increased retention rates: $XXX
• Program Total Cost of Ownership: $YYY
• ROI Calculation: ($XXX – $YYY) / $ZZZ

• Mapping Moments of Truth: Identify key touchpoints and critical moments when customer’s loyalty to the service is impacted significantly.
• Targeted Communication Strategies: Develop personalized communication plans to address customer needs and concerns during Moments of Truth.
• Feedback Mechanisms: Implement systems to continuously capture and analyze customer feedback.
• Predictive Analytics: Use machine learning to predict customer behavior and identify at-risk customers.
• Personalized Offers and Incentives: Design customized offers and incentives to retain at-risk customers.
• Proactive Engagement: Regular check-ins and updates to maintain positive relationships with customers.

• Workflow Establishment: Develop and standardize workflows for proactive engagement and issue resolution during Moments of Truth.
• Cross-Departmental Coordination: Ensure collaboration between marketing, sales, and customer support to deliver a seamless customer experience.
• Continuous Improvement: Regularly review and update processes based on customer feedback and performance data to enhance service delivery.

The purpose of the loyalty program is to foster customer engagement and retention by rewarding continued business and encouraging specific customer behaviors. This aligns with the company’s strategic goals of increasing customer lifetime value and reinforcing positive customer behaviors.

Business Outcomes:

• • • Increased customer retention rate by X%
    • Improved Net Promoter Score (NPS) by Y%
    • Increased Customer Lifetime Value (CLV) by Z%

Customer Outcomes:

• • • Felt recognition and reward for loyalty

• CLV increase due to loyalty: $XXX
• Program Total Cost of Ownership: $YYY
• ROI Calculation: ($XXX – $YYY) / $YYY

• Structured Reward System: Design a system for earning, tracking, and redeeming loyalty points or rewards.
• Enrollment and Onboarding: Simplify the process for customers to join and understand the loyalty program.
• Regular Communication: Keep program members informed about their progress and available rewards.
• Redemption Management: Ensure the reward redemption process is smooth and rewarding for customers.
• Engagement Tracking: Analyze member engagement and reward utilization to optimize the program.
• Loyalty Tiers: Create tiers of loyalty benefits to incentivize higher levels of spending and engagement.
• Loyalty Points Expiration: Design a system for how loyalty points expire over the time if not redeemed.
• Program Assessments: Conduct regular assessments to ensure the program meets business goals and customer expectations.

• Workflow Establishment: Develop workflows for managing loyalty points and rewards, including tracking and redemption processes.
• Technology Implementation: Implement systems for managing loyalty points, personalized communication, and automated tracking.
• Cross-Departmental Coordination: Coordinate efforts between marketing, sales, and customer support to ensure a cohesive loyalty experience.
• Continuous Improvement: Regularly review and update processes based on customer feedback and performance data to enhance the loyalty program.

The cancellation program aims to manage the customer journey during the cancellations, retain customers by addressing concerns, and offer tailored solutions, aligning with the company’s strategic goals of reducing churn and enhancing customer satisfaction.

• • • Increased customer winback rate by X%
    • Improved Net Promoter Score (NPS) by Z points

• • • Higher satisfaction with the cancellation process
    • Faster issue resolution

• Customer Lifetime Value (CLV) from retained customers: $XXX
• Program Total Cost of Ownership: $YYY
• ROI Calculation: ($XXX – $YYY) / $YYY

• Mapping Customer Journeys: Identify key touchpoints and critical moments during the cancellation and winback processes.
• Targeted Communication Strategies: Develop personalized communication plans to address customer concerns and promote retention.
• Feedback Mechanisms: Implement systems to continuously capture and analyze customer feedback during the cancellation process.
• Data Analytics: Analyze primary cancellation reasons and address the issues proactively.
• Personalized Offers and Incentives: Design customized offers and incentives to retain customers during the cancellation process.

• Workflow Establishment: Develop and standardize workflows for managing the cancellation process and winback efforts.
• Cross-Departmental Coordination: Ensure collaboration between marketing, sales, and customer support departments to deliver a seamless cancellation and winback experience.
• Continuous Improvement: Regularly review and update processes based on customer feedback and performance data to enhance service delivery.

The purpose of the Device Lifecycle Management (DLM) program is to effectively manage the entire lifecycle of customer devices, from acquisition to disposal. This program aligns with the company’s strategic goals of enhancing customer satisfaction, optimizing device utilization, and driving revenue growth through better device management.

• • • Reduce device upgrade cycles by X months
    • Increased revenue from device sales and services

• • • Higher satisfaction with device performance and support
    • Quicker issue resolution related to devices
    • Seamless experience throughout the device lifecycle

• Revenue from increased device sales, upgrades and add-on purchases: $XXX
• Program Total Cost of Ownership: $YYY
• ROI Calculation: ($XXX – $YYY) / $YYY

• Device Inventory Management: Optimize inventory levels to ensure availability and reduce holding costs.
• Customer Education: Provide detailed information on device features, benefits, and usage tips.
• Support Infrastructure: Enhance support systems to ensure quick and effective resolution of device-related issues.
• Upgrade Campaigns: Develop marketing campaigns to encourage device upgrades and highlight new features.
• Recycling Initiatives: Implement and promote device recycling programs to encourage environmentally responsible behavior.
• Data Analytics: Use analytics to predict device failures, optimize support, and identify upgrade opportunities.

• Workflow Establishment: Develop workflows for managing device acquisition, support, upgrades, and disposal.
• Cross-Departmental Coordination: Ensure collaboration between sales, support, and logistics to deliver a seamless device experience.
• Continuous Improvement: Regularly review and update processes based on customer feedback and performance data to enhance the DLM program.

The purpose of the referrals program is to encourage existing customers to refer new customers to the telecom service. This aligns with the company’s strategic goals of increasing customer acquisition, enhancing customer satisfaction, and fostering a loyal customer base.

• • Acquire XXX customers per month

• • Higher satisfaction with the referral process
  • Rewards and incentives for referring new customers
  • Enhanced overall customer experience

• Revenue from new customer acquisitions: $XXX
• Program Total Cost of Ownership: $YYY
• ROI Calculation: ($XXX – $YYY) / $YYY

• Creating a Referral System: Design an easy-to-use referral platform for customers to refer others.
• Communication Strategies: Develop clear and engaging communication materials to inform customers about the referral program and rewards.
• Reward Management: Establish a system for tracking referrals and distributing rewards efficiently.
• Feedback Mechanisms: Implement systems to capture and analyze feedback on the referral process and rewards.
• Data Analytics: Use analytics to track referral program performance and identify opportunities for improvement.
• Promotion Campaigns: Launch marketing campaigns to promote the referral program and encourage participation.

• Workflow Establishment: Develop workflows for managing the referral process, including initiation, tracking, and reward distribution.
• Cross-Departmental Coordination: Ensure collaboration between marketing, sales, and customer support to deliver a seamless referral experience.
• Continuous Improvement: Regularly review and update processes based on customer feedback and performance data to enhance the referral program.

The purpose of the roaming program is to provide seamless and cost-effective roaming services to customers traveling internationally.

• • • Increased revenue from roaming services by X%
    • Improved Net Promoter Score (NPS) for roaming services by Y points

• • • Higher satisfaction with roaming services
    • Reduced bill shock from roaming charges
    • Seamless connectivity while traveling internationally

• Revenue from increased roaming usage: $XXX
• Program Total Cost of Ownership: $YYY
• ROI Calculation: ($XXX – $YYY) / $YYY

• Developing and implementing an intuitive roaming activation process.
• Creating targeted communication strategies to inform customers about roaming options and charges.
• Enhancing customer support specifically for roaming issues, including dedicated hotlines and online support.
• Using data analytics to predict and address common roaming issues proactively.
• Offering personalized roaming packages and discounts based on customer travel patterns.
• Conducting regular training for customer service teams to handle roaming-related inquiries effectively.

• Establishing workflows for seamless roaming activation and deactivation.
• Implementing technology solutions for real-time charge notifications and billing transparency.
• Coordinating efforts across marketing, customer support, and IT departments to ensure a cohesive customer experience.
• Regularly reviewing and updating processes based on customer feedback and data analytics to improve roaming services continuously.

To anticipate and address customer needs before they escalate into issues, thereby enhancing customer satisfaction, reducing churn, and aligning with the company’s strategic goals of providing exceptional service and improving customer retention.

• Increased customer satisfaction through proactive resolution of potential issues.
• Reduction in the number of inbound customer service calls.
• Improved Net Promoter Score (NPS) as customers experience timely and effective service.
• Decreased churn rate as a result of better customer support experiences.

• Enhanced Customer Lifetime Value (CLV) due to increased satisfaction and reduced churn: $XXX
• Cost savings from reduced inbound customer service interactions: $YYY
• Program Total Cost of Ownership: $ZZZ
• ROI: ($XXX + $YYY – $ZZZ) / $ZZZ

• Implementing predictive analytics to identify potential customer issues before they arise.
• Developing automated communication systems to notify customers about potential problems and their resolutions.
• Enhancing customer support training to handle proactive service interactions effectively.
• Conducting regular reviews of customer feedback to refine proactive service strategies.
• Personalizing communication and solutions based on individual customer data and history.
• Collaborating with technical teams to ensure rapid resolution of identified issues.

• Establishing workflows for monitoring and addressing network issues proactively.
• Implementing technology for automated alerts and notifications to customers.
• Coordinating cross-departmental efforts to ensure swift resolution of issues.
• Regularly updating and refining processes based on customer feedback and performance data.
• Creating a centralized system for tracking and managing proactive service interactions.
• Ensuring continuous improvement through data-driven insights and customer feedback loops.

To streamline the payments collection process, ensuring timely and efficient collection of dues from customers. The objective is to reduce outstanding receivables, improve cash flow, and enhance customer satisfaction by providing convenient and transparent payment options.

• Increased timely payment rates and reduced delinquency.
• Improved cash flow and reduced outstanding receivables.
• Higher customer satisfaction due to convenient payment options and clear communication.
• Improved Net Promoter Score (NPS) as customers experience hassle-free payment processes.

• Enhanced revenue through reduced overdue payments: $XXX
• Cost savings from efficient collection processes and reduced need for follow-ups: $YYY
• Program Total Cost of Ownership: $ZZZ
• ROI: ($XXX + $YYY – $ZZZ) / $ZZZ

• Implementing multiple convenient payment options, such as online payments, auto-debit, and mobile payment solutions.
• Developing clear and timely billing statements and reminders through various communication channels.
• Enhancing customer support to assist with payment-related inquiries and issues.
• Utilizing data analytics to identify at-risk accounts and proactively engage customers.
• Offering personalized payment plans and incentives for timely payments.
• Conducting educational campaigns to inform customers about payment options and benefits.

• Establishing workflows for timely billing and follow-up reminders.
• Implementing technology solutions for automated payment processing and reminders.
• Coordinating cross-departmental efforts to ensure a cohesive payment collection strategy.
• Regularly reviewing and updating processes based on customer feedback and performance data.
• Creating a centralized system for tracking and managing payment collections and customer interactions.
• Ensuring continuous improvement through data-driven insights and customer feedback loops.

To facilitate a smooth and efficient transition for customers who are moving to a new house, ensuring continuous service and minimizing disruptions. The objective is to enhance customer satisfaction and loyalty by providing seamless support during the moving process, aligning with the company’s strategic goals of customer retention and service excellence.

• Increased customer satisfaction with the moving process.
• Reduction in service disruption complaints during moves.
• Cross-sell of add-on services
• Improved Net Promoter Score (NPS) as customers experience seamless service continuity.

• Revenue from retaining customers who might otherwise switch providers during a move: $XXX
• Add-ons cross-sell: $YYY
• Program Total Cost of Ownership: $ZZZ
• ROI: ($XXX + $YYY – $ZZZ) / $ZZZ

• Developing a dedicated moving service team to assist customers with their move.
• Creating clear and informative communication materials to guide customers through the moving process.
• Implementing an online portal for customers to schedule service transfers and track the progress.
• Offering incentives for customers who transfer their services seamlessly.
• Training customer support staff to handle moving-related inquiries and issues efficiently.
• Using data analytics to anticipate potential issues and proactively address them.

• Establishing workflows for efficient scheduling and execution of service transfers.
• Implementing technology solutions for real-time updates and notifications to customers.
• Coordinating efforts across departments (customer service, technical support, billing) to ensure a unified approach.
• Regularly reviewing and updating processes based on customer feedback and performance data.
• Creating a centralized system for tracking and managing customer moves to ensure consistency and accountability.
• Ensuring continuous improvement through data-driven insights and customer feedback loops.

Next Best Offer (NBO), Next Best Action (NBA), and Next Best Experience (NBX) are three overarching programs commonly used in telecom but often misunderstood or misused. These programs are distinct in their goals and methods, so it’s essential to clarify their definitions, scope, and impacts:

• NBO: Aims to present customers with the most relevant offers tailored to their needs and preferences based on their usage patterns, behavior, and demographic data.
• NBA: Goes beyond offers to include any action that can enhance the customer’s experience, satisfaction, and loyalty. It considers the best possible interaction or intervention at any given moment.
• NBX: Optimizes the overall customer experience by ensuring every interaction with the telecom provider is seamless, satisfying, and value-adding. It focuses on delivering an exceptional and cohesive customer experience across all touchpoints.