Using Real-Time Marketing and Machine Learning based Analytics to Drive Customer Value Management

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The value of data-driven Customer Value Management or CVM cannot be underrated. Data and other algorithms/analytics that shape data are an imperative part of customer value management in a telecom company. With enhanced customer expectations, it is up to the ability of telecom companies to provide customers with a seamless experience and to also ensure that they help boost revenue in the process. 

To understand this concept in a more functional manner, I recently interviewed the chief of CVM at Mahindra Comviva, Amit Sanyal. With so much on hand to discuss, I got to the crux of the matter straight away and asked Amit about the pillars he considered to be important for a customer value management program being driven by analytics. 

The prodigy responded to my questions by commenting that all methods of CVM being driven by the force of analytics should be dedicated towards these three pillars. 




Analytics themselves have an important part to play, which is why they form the first pillar in this regard. Understanding consumer behaviour is not child’s play, so it is indeed profitable for a telecom company if the analytics are spot on in their methodology. 
The second pillar is pertaining to efficiency in this regard points towards context ...


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