CVM Stories A podcast on Customer Value Management

What makes Customer Value Management projects really work? How do you make sure things go smoothly and you get great results? In this episode, we're going to explore the key things that lead to successful Telco CVM projects. Our guest, Ignas Zurauskas, is an expert in this field and will share insights that can help you in your own CVM work.

00:19 - Guest intro
01:17 - Account Managers role
02:39 - CVM Maturity Assessment
04:24 - Top challenges in CVM teams
06:25 - Over communication with customers in Telco
07:36 - Irrelevant offers and lack of customer perspective
10:00 - Bottlenecks in improving ARPU and churn reduction
12:53 - Basics before AI
14:25 - Implementing transformations all at once
16:32 - Reasons of big bang transformations
18:14 - Challenging CVM areas in Telco
18:51 - Improving CVM processes
19:41 - Data quality challenges
21:39 - Customer insight & communication issue
25:20 - Coordination between CVM teams, products, and channels
27:32 - Full customer centricity
28:58 - Offer relevance and recalculating recommendations
30:08 - Inconvenient user interfaces for agents
33:10 - Visibility of end-to-end process
35:28 - Overcoming organizational silos
36:30 - Success case of improving communication
40:23 - Key elements for successful CVM projects
43:06 - Advice for CVM teams
45:49 - Unconventional travel for de-stressing
50:42 - Proudest moments in CVM work
52:59 - Failures and lessons learned
56:33 - Book recommendations:
"Problem Solving 101": https://www.amazon.com/Problem-Solving-101-Simple-People/dp/1591842425
"The Major Sales Account Strategy" : https://www.amazon.com/Major-Account-Sales-Strategy-Rackham/dp/0070511144

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Or suggest your own CVM challenge that you'd like to hear in the podcast - contact us at cvmstories@exacaster.com

In this episode, join us for an insightful conversation with Paulius Grygalis, an accomplished leader in the telecommunications industry. With a sharp focus on data analytics, customer base management, and customer service, Paulius shares his expertise in navigating these interconnected domains. Discover how Tele2 Lithuania leverages data-driven insights to enhance customer value and satisfaction. From the integration of AI-driven chatbots to the intricacies of team motivation, Paulius emphasizes the pivotal role of communication, transparency, and aligning business strategies with customer needs. Tune in to gain valuable leadership insights, industry perspectives, and a profound understanding of maintaining equilibrium in the dynamic world of telecommunications.

Discover the power of data analytics in the worlds of Retail and Telecom! Join our conversation with Ruta Krisciunaite-Hartley, a Head of Shopper Marketing & Insight @ IKI, one of the biggest retailers in Lithuania. We explore how customer value management is different in Telecom and Retails how these industries leverage data to understand consumers, optimize operations, and make strategic decisions. Gain fresh insights and valuable lessons that apply to any business environment. Tune in now and unlock the secrets of data-driven success!

01:06 Introduction and background
02:51 How Ruta got into Data Analytics
04:09 Growing relevance of Data Analytics in various industries
05:09 Passion for insights and curiosity to understand the "why"
06:27 Knowing when to stop analyzing data
07:28 Challenges in Data Analytics
09:31 Inefficiencies in Analytics and how to solve it
13:25 The misconception about the analyst profession
16:03 Benefits of mature professionals getting in Analytics
18:50 What happens when you know how to use the data
19:28 Reloading the analytical brain
20:59 The differences of CVM in Telco and Retail
27:18 The Relevance of Loyalty Programs in Retail
30:46 Why personalization is important in Retail
33:16 Challenges of personalizing product offerings
38:45 Data maturity in the UK and the Baltics
40:13 How retailers discover the latest trends
42:07 How CVM differs in huge and small markets
47:58 Importance of optimization through AI and ML
51:15 Where is retail with AI usage
55:21 Black-boxes vs built in-house models
55:03 Consultant vs in-house analytics
58:59 Ruta’s proudest moment of the career
59:57 Optimism about the future
01:01:29 Movie Recommendation - "Moneyball"

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Why marketing automation is gaining increasing importance in today's business landscape? What factors to consider when choosing the right automation tool? What the future holds for this dynamic field? In this episode Vytautas Jurkus, a senior manager for CRM, User Experience and Marketing Automation at Western Union, shares his extensive 15 years of experience in marketing automation across telco, pharma, security, and finance industries. Join us on this insightful discussion that unravels the power of marketing automation and its potential impact on businesses.


00:00 CVM Stories teaser
00:19 Intro of Vytautas Jurkus
01:15 How the host Egidijus and Vytautas met
03:28 Vytautas' interest in marketing and mobile marketing
06:45 Role as a Sr. Manager for CRM User Experience and Marketing Automation at Western Union
08:29 Skills necessary for managing customer lifecycle
10:54 Addressing data access and reporting challenges
13:16 Importance of communication and collaboration with various teams
14:46 Relationship with the IT department
15:29 Typical day managing CRM and Marketing Automation
17:30 Clarifying KPI's
20:07 Beyond work hours - how to clear the mind
24:32 Similarities and differences in telco, pharma, security and finance industries
27:14 Creative approach to marketing and personalization
32:54 Importance of marketing automation and digitalization
35:52 The toolset for marketing automation
40:46 The quest for the perfect tool and evaluating the current processes
43:15 Western Union case in adopting marketing automation and the challenges with different tools
48:23 The importance of preparation for automation
49:41 Tools consideration - a focus on the business value and how it will impact your processes
53:59 The future of marketing automation
57:05 Balance between automation and human control, considering legal and privacy implications
58:00 Vytautas proudest moment
59:29 The importance of testing and proofreading
01:00:32 Vytautas' book recommendation "Outside In: The Power of Putting Customers at the Center of Your Business" https://www.amazon.com/Outside-Putting-Customers-Center-Business-ebook/dp/B008CRWKRY
01:01:59 Delivering automated message is not the end

#MarketingAutomation #CustomerValueManagement #PodcastInterview #ProfessionalGrowth #DigitalMarketing

How to implement Next Best Offer successfully? How to address data challenges, design a comprehensive offer catalog, integrate with multiple channels, engage agents? Egle Baradinskiene has implemented over 40 Next Best Offers all around the world! Tune for the new "CVM Stories" podcast episode and get ready to delve into the world of NBO!

0:00 Teaser
01:00 Intro
02:24 Educational and career journey
08:54 Definition of Next Best Offer, Egle’s experience implementing NBO globally
11:16 The ideal customer experience of NBO
14:34 Successful outcomes of NBO, definition of low churn rates
18:34 The role of AI algorithms in NBO processes and beyond algorithms
21:20 Example of business strategy and AI confrontation
23:42 Challenges in building an NBO Solution, NBO as a lifetime project
27:30 Challenges with data for Next Best Offer recommendations
30:51 Important aspects of the offer catalog for Next Best Offer
33:24 Integration of the offer catalog with communication channels
36:23 Importance of the offer integration in channels
39:23 Agents' role and challenges in delivering NBOs
43:13 Advice for launching a successful Next Best Offer project
44:32 Operations and continuous improvement of Next Best Offer
46:08 Challenges of the Next Best Offer operations
50:23 Successful project experience
55:52 Learning from failures
59:05 Book recommendation

Kristine Raumane, Customer Base Manager at Tele2 Latvia, provides a glimpse into the role of a customer base manager (CBM). Kristine shares her insights on how CBMs can make a significant impact on a company's success. Tune in to discover the qualities needed to excel in this role and gain valuable insights into the strategies that CBMs employ in their day-to-day operations.



In this episode you'll learn:



How do different departments, such as sales, product, and customer care, work together in campaign workshops?
What is the approach towards ensuring holistic collaboration for customer satisfaction?
How does Tele2 Latvia incorporate stakeholder perspectives and leverage insights from customer feedback?
What is the process of creating innovative campaigns that resonate with the target audience?
How does Tele2 Latvia balance user-friendly experiences with data protection requirements?
How has Tele2 Latvia embraced digitalization as a multi-service provider?
What is the priority of exceptional customer service in Tele2 Latvia?
What role does the call center play in delivering a seamless and personalized experience for customers?


Kristine’s book recommendation: Factfulness: Ten Reasons We’re Wrong About the World–and Why Things Are Better Than You Think

Join us as Kristine provides valuable insights into the challenges, creativity, and continuous improvement efforts that drive the company’s success.