Leveraging the CLIMB? Framework to address B2B Customer Value Management

Telcos have been considered champions when it comes to CVM in the consumer business, but most telcos lack value management in B2B. Telcos are increasingly expanding their workforce and investments in tech and systems to drive customer lifecycle management, customer universe management, customer relationship management, and customer experience management in SME, SOHO, and Large.

Additionally, Telcos will need to work on their positioning in B2B. When business customers think of mobility, they think of telcos but when they think of digital services like buying a CRM, marketing software, or an invoicing app, they think of SAAS, software, and tech companies.

Telcos will have to convince enterprise customers of their capabilities beyond connectivity to become the digital enabler of B2B in their country.

The Key is to maximize opportunities, build long-term relationships, go beyond connectivity by providing lifestyle loyalty programs for B2B2C, Omni-channel CX, and importantly position themselves as the digital enabler of B2B to not become a dumb pipe.

The Industry Challenge & Opportunities:

1. SME SOHO Monetization
2. Selling Utility and not just Connectivity
3. Value Migration
4. Lack of robust Loyalty programs in B2B.
5. Position as the digital enabler to B2B.
6. Helping SMEs go digital.
7. Become a curator of SAAS and leverage partnerships to create CHURN busting propositions.
8. Expand ICT, and Beyond Connectivity revenues.
9. Advancing on Marketplace to make it work.

If operators want to keep growing profits, they will have to focus not just on market share but on the value of each and every customer in their current base.

Context of CVM....

At its very core, it is “A holistic approach to managing customer relationships, focusing on creating and delivering value across the entire customer journey."

In the telco industry, B2B CVM means moving from a transactional approach to a relationship-based one. Instead of just offering connectivity solutions, you focus on understanding your customers' unique needs, challenges, and future aspirations. You then tailor your offerings, services, and interactions to deliver measurable value that helps them achieve their business goals.

A survey revealed that only 10% of telcos run a solid CVM program for their SME and enterprise customers, but 300 CBOs reported the need to have one immediately.

Understanding the CVM Implementation Framework to Drive Growth and Increase Revenue: A 5-Step Process, CVM Implementation Framework

1. Customer Segmentation: The process of B2B CVM starts with analyzing the customer's business and identifying their pain points, challenges, and objectives. It is important to divide a company's business customers into distinct groups based on various characteristics such as industry, company size, purchasing behavior, and needs. This allows companies to understand their customers better and tailor their products, services, and marketing strategies to meet their specific needs and preferences.
2. Value Proposition: Once the customer's needs and pain points are identified, the next step is to develop customized solutions that address those specific needs. The key is to align the offerings with the customer's goals and objectives, rather than taking a one-size-fits-all approach.
3. Customer Journey Mapping: It is a process that requires constant monitoring and updating to ensure a seamless and personalized customer experience. This includes tracking metrics such as customer satisfaction, retention rates, and revenue growth.
4. Data and Analytics: By analyzing customer data, companies can gain insights into how their customers interact with their products or services. This information can be used to identify areas for improvement and innovation.
5. Performance Management: “You cannot improve what you cannot measure.” It is impossible to know where you stand and what needs to be improved without a proper system in place to track and measure the performance. By setting key performance indicators and tracking them over time B2B companies can determine the effectiveness of their CVM strategies and make necessary adjustments to improve their outcomes.

For research and learning from digital-first & fast-growing youth brands please contact [email protected]

The CLIMB? Framework:

Just implementing the framework will not help in maintaining and maximizing a relationship between a Telco and its customers. Therefore, we at Wireless Federation have come up with a CLIMB? Framework that assigns KPIs and/or operational metrics to the framework.

C: Customer Acquisition- B2B customers are more demanding and have higher expectations than B2C customers. It involves understanding the target market, creating awareness, engaging with potential customers, and providing a seamless buying experience.

L: Long-Term Relationships – In the world of business, relationships are not just about making a sale or closing a deal, but it is about establishing long-term partnerships and fostering strong relationships with your customers. By analyzing customer purchase patterns, businesses can identify opportunities for upselling and cross-selling, as well as develop new products or services that align with their customers' needs. Telecom operations can also maintain long-term relationships by rewarding loyalty.

According to a study, a 5% increase in customer retention can lead to a 25–95% increase in profits for B2B companies.

I: Inclusive Customer Experience – A one-size-fits-all approach to customer experience will not work. By creating an inclusive experience, companies can cater to the specific needs of each customer, making them feel valued and understood. The companies can use AI-powered chatbots to provide personalized and accessible customer service to customers with disabilities. They can also help SMEs thrive in the digital world offering a range of ever-evolving tools; from helpful articles to free workshops, webinars, and e-learning modules to help you develop new skills.

M: Maximizing Opportunities - By offering additional products or services, businesses can boost their average order value and generate more sales from existing customers. This will help companies to differentiate themselves from their competitors and position themselves as a one-stop-shop for their customers' needs.

B: Bespoke Solutions- It is a customer-centric approach that aims to provide a tailored and personalized experience for each client, taking into account their unique needs, preferences, and expectations. It goes beyond the traditional B2B customer experience, which often focuses on a standard set of services and solutions for all clients, regardless of their industry, size, or specific requirements.

The 4P Framework to Market Share:

Businesses need to create awareness about their products or services in the target market and this can be done through Promotions, Product relevancy, Product differentiation, and Pricing – The 4Ps of acquisition in SOHO, SME, and Large

Telcos implementing different approaches to product development, value management, and GTM for different B2B segments were found to be 2x more profitable.

To get access to telco best practices on B2B CVM and SME, SOHO Monetization please reach out to [email protected]

About Us:

Wireless Federation is a Telecoms Research & Advisory Conglomerate HQ in London, UK focused on helping Digital Service providers, and Regulators, profit in the connected Digital economy with evolving business models. For the last 2 decades, WF has been supporting 500 + Telcos, and 75 regulator bodies as a research, knowledge, and training partner.

The Mandate of WF is to provide its Telco customers with learning and best practices of what other Telcos are doing globally so you won't have to reinvent the wheel.