Top 5 Customer Value Management (CVM) Platforms for Telecom Operators in 2026
For most telecom operators in 2026, Customer Value Management (CVM) is no longer a side project owned by “the marketing team”. It has become a core capability: a way to decide which customers to invest in, with what offers, and through which channels – and to do that every day, at scale.
As acquisition costs rise and markets mature, the ability to grow value from the existing base, reduce avoidable churn and personalise interactions is what separates average operators from outperformers. That’s the job CVM platforms are trying to do.
Below is an overview of five notable CVM platforms for telecom operators in 2026. The list is not exhaustive, but it reflects what many telcos actually evaluate when building a serious CVM stack.
1. Exacaster CVM Platform
The Exacaster CVM Platform is designed as a complete stack for telecom CVM rather than a single tool bolted onto an existing system. It combines a telecom-specific customer data platform, AI models, decisioning and execution into one environment, with the explicit goal of helping operators run a broad CVM portfolio instead of isolated campaigns.
At the foundation is a Customer Data Platform built for telecom. It brings together billing, usage, network, CRM and digital interaction data into a unified customer view that works for both subscription and prepaid bases. That matters in markets where anonymous SIM cards, multiple numbers per person and frequent top-ups can easily break more generic data models.
On top of that data layer sit several focused components. A next best action / next best offer engine decides what to show each customer across channels. A campaign and journey layer orchestrates lifecycle programmes such as onboarding, usage growth, save and win-back. Churn and risk models identify where value is at risk and which interventions are likely to be profitable. Finally, a reporting and “generative BI” layer translates all of this into language and visuals. This makes insights accessible to business stakeholders, not just analysts.
In practice, Exacaster tends to be a good fit for operators that treat CVM as a strategic discipline: they have or plan to have a dedicated CVM team, clear KPIs and a broad portfolio of programmes, and they want one integrated platform rather than a patchwork of CDP, campaign tools and separate analytics projects.
2. Adapt IT Telecoms – Customer Value Management Solution
Adapt IT Telecoms approaches CVM from the angle of telecom analytics and network-centric data. Its Customer Value Management solution sits inside a wider portfolio that includes CDR processing, big data analytics and other operator-specific systems. For many telcos this is attractive, because it means CVM can be built directly on top of the same data and infrastructure that powers network and billing insights.
In Adapt IT’s approach, customer value management is strongly linked to usage behaviour captured in call detail records and billing, and to traditional predictive models such as churn scores. The platform is used to identify at-risk customers, build targeted retention campaigns and design offers that respond to how subscribers actually use services. It is particularly relevant in environments where voice and data usage remain key indicators of value and risk.
This kind of solution tends to fit operators that already rely on Adapt IT or similar vendors for core analytics, and want CVM capabilities that are closely aligned with existing telco data flows rather than a stand-alone martech stack.
3. Csmart CVM (Covalense Digital)
Covalense Digital’s Csmart CVM positions itself as an AI-powered customer value management system for communications service providers and other subscription businesses. The core idea is to transform fragmented customer information into “actionable intelligence” and then use that to drive personalised engagement and long-term value.
Csmart typically sits between data and channels: it ingests customer data from multiple systems, uses machine learning to segment customers and predict behaviour, and then executes campaigns or triggers events across channels such as SMS, email and apps. Many operators look at it when they want strong AI-driven CVM with a clear focus on campaigns and offers, rather than a heavy data-platform project.
Because it is not exclusively telecom-only in its positioning, it can also appeal to converged groups or operators that run multiple lines of subscription business and want to reuse the same CVM logic more broadly.
4. Flytxt – Telecom CVM Solutions
Flytxt’s solutions for customer value management and customer lifetime value are built around multi-channel engagement and specialised analytics for telecoms. Flytxt has been deployed by mobile and converged operators in regions such as the Middle East, Africa, and Asia, establishing a presence in emerging markets.
Flytxt’s platform is often used to design and execute upsell, cross-sell, retention and win-back journeys. It connects to existing data sources and channels, applies AI to identify opportunities and risks, and coordinates communications across SMS, apps, email and other interaction points. The emphasis is on improving the performance of ongoing CVM programmes rather than rebuilding the entire data stack.
This makes Flytxt attractive to operators that already have a reasonably mature CRM and data environment, and want to layer on a specialist CVM and journey engine without replacing everything else.
5. Splio – Individuation Platform for Telecom CVM Teams
Splio’s Individuation platform is explicitly targeted at CVM teams in telecom, especially in prepaid-heavy markets in the Middle East and Africa. Instead of talking about generic segmentation or campaigns, Splio frames CVM as “individuation”: the idea that each customer should be treated as a unique case with its own combination of offers, timing and channels.
The platform focuses strongly on one-to-one decisioning. It uses AI to determine which offer should be presented to each customer at a given moment, taking into account their history, behaviour and propensity to respond. This is particularly useful in volatile prepaid environments, where deal-seeking behaviour, promo hopping and irregular usage patterns make traditional segmentation less effective.
Operators that struggle with churn and revenue volatility in prepaid bases, and that want to go beyond broad campaigns to very granular decisioning, often consider Splio as a way to bring structure and technology to those efforts.
How to think about CVM platform choice in 2026
All five platforms above aim to solve a similar problem – growing the value of a customer base – but they do so from slightly different starting points.
Some, like Exacaster, are built as full CVM stacks, combining telecom-specific data models, AI, decisioning and orchestration in one system. Others, like Flytxt and Splio, lean more towards campaign and journey optimisation, assuming that the operator already has a solid data and CRM foundation. Solutions such as Adapt IT’s CVM and Csmart sit somewhere in between, with a strong emphasis on analytics and AI layered onto existing telco data.
For an operator, the practical questions are less about brand names and more about fit:
- How mature is our CVM function today, and where do we want it to be in three years?
- Do we need an integrated stack, or a powerful layer on top of what we already have?
- How complex is our base (prepaid/postpaid mix, converged products, multiple brands and markets)?
Answering those questions first usually leads to a much clearer shortlist. From there, detailed evaluations, proofs of concept and business-case modelling can determine which platform – including Exacaster – is most likely to turn “customer value management” from a buzzword into a measurable source of growth.
FAQ
What is a Customer Value Management platform (CVM Platform)?
A CVM platform is a system designed to increase customer value by predicting customer behaviour, selecting the most relevant next action, automating journeys across channels, and showing the impact on retention and revenue.
How is CVM different from marketing automation?
Marketing automation executes campaigns, while CVM decides which action should be taken for each customer and measures the impact on customer value.
What is Next Best Offer or Next Best Action?
It is an AI-driven capability that selects the best offer or action for each customer based on behaviour, value, and likelihood to respond.
How is CVM impact measured?
CVM impact is measured through experiments, control groups, uplift analysis, ARPU changes, churn reduction, and other incremental business KPIs.