Customer value management in mature telecom markets is a key shareholder value creation tool. At the same time, it is bewilderingly complex and hard to systematize.
CVM is a multi-faceted, cross-functional organizational capability that requires high levels of experience and seniority, right talent, appropriate organizational designs, a well-crafted product portfolio, the right technology and data architectures, adequate historical data volumes, deep customer behavior insight and mindful strategic execution. None of these are easy, cheap or quick to achieve, suggesting that CVM has all the hallmarks of a durable competitive advantage (or disadvantage).
Given its strategic importance, it is surprising to see that CVM in telecoms has so far eluded comprehensive analysis and systematization efforts, as evidenced by the lack of any meaningful publications. It has been and remains a rare, mystified province of management consultants, scattered ideas, overselling and underdelivery, as well as amazing superstar performers who have, mainly, independently discovered and re-discovered the secret sauce in multiple telecoms across the globe.
Our global surveys and interviews reveal that there are clear organizational patterns, technological approaches, strategic ideas, and typical CVM programs that work again and again. It is a disservice to the industry to keep this know-how locked up for the sake of competitive advantage and not pass it on to the next generation.
This book is our humble attempt to address this oversight, and provides a first systematic treatment of the subject. As a first publication in the field, it is inevitably going to be criticized as missing some crucial elements. We are deeply aware of quite a few important aspects that did not make it into the current edition; however, in the spirit of not letting perfect be the enemy of good, we have decided to move ahead and publish this edition. Our conversations with practitioners in the field suggest that there is loads of value to be obtained already—use it.
We invite you to share your experiences, reactions, insights and suggestions to be incorporated into the next edition for the benefit of the entire customer value management profession in telecoms.
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