The role of CVM within an organization is broad and complex, similar to Program or Portfolio Management. Typically, CVM functions are integrated within units that are pivotal to commercial success, often reporting to high-level executives who oversee critical aspects of the company’s operations and strategy.
Typical reporting lines for CVM in organizations:
- Chief Marketing Officer (CMO): Typically viewed as a marketing function, the CVM team reports to the CMO, aligning with marketing strategies and initiatives.
- Chief Commercial Officer (CCO): When housed under the CCO, CVM intersects with marketing, sales, product development, and customer service. This setup enables CVM to infuse customer value insights across diverse commercial activities, ensuring that customer value is at the heart of all commercial decisions.
- Chief Customer Officer (CCO): In some organizations, marketing and customer functions are merged under a Chief Customer Officer (CCO), who integrates marketing with customer-centric strategies.
- Sales and Business Development: Some CVM teams report to sales and business development to provide insights that refine sales strategies and uncover new business opportunities.
- Customer Service and Support: By working under customer service area, CVM utilizes direct customer feedback to refine customer engagement strategies and reduce churn, ensuring that customer support aligns with broader value management goals.
- Product Management: In sectors where product innovation is crucial, CVM reports to product management to develop solutions that resonate with evolving customer needs, ensuring offerings remain competitive and relevant.
- IT and Data Analytics Teams: CVM sometimes reports to IT, BI and Data analytics teams to leverage technological and analytical expertise.
- CEO or Board: In organizations prioritizing customer-centricity, CVM may report directly to the CEO or have board-level representation, underscoring its critical role in shaping the organization’s strategic direction.
Job titles
Due to varying CVM responsibilities across organizations, also job titles vary significantly. In practice, the titles can vary considerably, reflecting the many functions the role covers. Some examples include:
-
- Customer Value Manager
- Customer Base Manager
- Customer Relationship Manager
- Customer Retention Manager
- Customer Lifecycle Manager
- Customer Engagement Manager
- High-Value Customers/Prepaid/Postpaid/Mass Segment Manager
- Consumer Products and Services Manager
- Product Marketing Manager
- BI, Pricing, and CVM Manager
- and many more…
Recognizing the differences in the way CVM is approached and naming the CVM role accordingly is essential. Using a standard “Customer Value” prefix can help standardize titles. Possible titles range from VP Customer Value down to Customer Value Specialist, according to organizational role naming policies and seniority descriptors.
Previous: Defining Customer Value Management
Next: CVM KPIs
