Measure to Master: How a Health Gadget Inspired The CVM Benchmark

Measure to Master: How a Health Gadget Inspired The CVM Benchmark

Welcome to CVM News. This isn't just a newsletter; it's a mission to make Customer Value Managers (CVMs) famous! Every month, I'll share news, updates, wins, and challenges about our journey in CVM. Join me!

"If you can measure it, you can master it effortlessly. That's what I discovered with a little device stuck to my arm."

I recently started using a continuous glucose monitor—the little device that turns your arm into a live feed of your blood sugar levels. For a data geek like me, it was like getting the keys to a candy store!

Turns out, white rice sends my glucose skyrocketing, but potatoes? Barely a ripple. Who knew carbs had such hidden agendas?


These small discoveries flipped my eating habits upside down. No drastic diet changes—just a fun game of keeping my blood sugar steady. Instant feedback made all the difference in how I feel daily. Simple as that.

While tweaking my diet with data almost effortlessly, I wondered: can we do the same with the CVM team's performance?

Many of us measure campaign impacts using target/control groups and track overall CVM revenue bumps. If your efforts are adding 2–3% to revenue, you're in the middle of the pack.

But revenue from campaign impact is just a small piece of the puzzle. What about the insights we're missing?

  • How does our CVM operation compare against other telcos?
  • What does our tech stack look like?
  • What customer data are others leveraging that we don't?
  • How fast can we implement new ideas?
  • What opportunities are other CVMs chasing?

Usually, getting this info is like cracking a secret code. We can't just call up other CVMs (our toughest competitors) for a friendly chat... Or can we?

Imagine having easy access to all CVMs worldwide and having the capability to discover that your tech stack beats 80% of telcos, but realizing you're missing out on the top three trends others are embracing.

Sounds like magic, right? Well, we've made it possible.

We've teamed up with brilliant CVMs across the globe to create the CVM Benchmark—a tool that lets you evaluate your CVM team's performance.

Think of it as a "blood test" for your CVM team. It provides valuable insights, compares your performance against peers globally, and guides you towards improvements without breaking a sweat.


Well, almost without breaking a sweat. You'll need half an hour to complete the evaluation.

And the best part? It's free—cvmbenchmark.com

So, if a tiny gadget can transform my health, imagine what measuring your CVM performance can do for your team. Measure it to master it effortlessly.


If you don't make mistakes, you don't learn – or so they say. But in CVM, every mistake is amplified. Sanna Emtinger, Head of CVM at Telia Norway, learned this the hard way.

It started with their first customer journey activation. The system went haywire, trapping one unfortunate customer in a messaging loop. Before they realized, this customer had received an avalanche of SMSes.

Panic set in. How would they explain this? Would they lose the customer?

Surprisingly, the customer remained understanding. They saw the human side of the error.

Now, Telia Norway has a dedicated “learning from mistakes” slide in their weekly meetings. As Sanna says, “You always have some mistakes coming up. It's important to have a good culture around it.”

This story is based on Sanna's experience shared in the CVM stories podcast episode: Data Points to CVM Success: From Data Chaos to Customer Clarity?

What is your CVM horror story? Share with us to help others feel they aren't alone.


Making CVM famous means helping professionals to grow. Therefore, check the CVM Career where you can find your next opportunity. Here’s what we have this month:

Are you expanding your CVM team? Let me? help spread the word, or feel free to PM me for referrals.

The latest news and insights on Customer Value Management within the telecommunications industry for this month.


The grand list of CVM events

By the way, are you attending Telecom Forum Peru or Telco Transformation LATAM in November? Let’s meet up!


  • ?? [Insight of the Month] CVM can feel overwhelming, with demands coming from all directions. Everything seems urgent. But there is a different approach to time management:

“If something is really important, people will find you, come to your desk, and make sure you do it. Otherwise, it’s not important. Well, it is important, but it’s not urgent.” – Kwame van Eijndhoven, Marketing Automation & CVM Expert Guru


Mupanga Mutale

Banking & Finance| Product Management| Deposits & Cash Investments| Relationship Management| Sustainable Financing| Enterprise Change Management| Artificial Intelligence Ethics

1 个月

Highly recommended, it's always refreshing, equipping us with fresh perspectives. Just love it awesome ??

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