In this episode, we sit down with Mirella-Marie Katarina Radman, former NATO project lead, now leading enterprise success at one of Canada’s largest telcos. We talk trust, renewals, and what Customer Value Management (CVM) teams can borrow to win in long-game, high-stakes accounts.
Tune in to hear how to lead with trust, plan for renewals years in advance, and build value that doesn’t just convert but lasts.
*Key takeaways*
[00:02:15] From NATO to Telco: Katarina’s career shift from
diplomacy to telecom leadership
[00:05:40] Early lessons in trust: building value before
“customer success” was a term
[00:13:30] Enterprise lifecycles: why planning starts 2 years
before renewals
[00:19:20] Navigating 10–20 stakeholders per deal:
enterprise account reality
[00:23:50] Building trust that scales: what wins million-dollar
relationships
[00:28:40] Documentation as a strategy: CRM as a living
customer record
[00:33:25] Day Two is everything: defining success after the
contract is signed
[00:41:00] Being the voice of the customer: translating
feedback into action
[00:47:10] The human side of enterprise: empathy still drives
decisions
[00:53:40] Recognized success: winning internal awards for
long-term impact
*Connect with us*
Listen to the CVM Stories podcast wherever you prefer:
Web: https://www.exacaster.com/cvmstories/
LinkedIn: https://www.linkedin.com/company/exacaster/
Instagram: https://www.instagram.com/cvm.stories/
TikTok: https://www.tiktok.com/@cvm_stories/
The video partner: ADLife Creative Studio
https://adlife.lt/
In this episode of CVM Stories, we sit down with Orkhan Alipashayev, Head of CVM and BA at Aztelekom, and Aykhan Baylarov, Founder of Dominanta Experience, as they share how to build a customer-centric and profit-driven culture from the ground up.
Tune in to hear how they transformed customer experience in a telco from zero to national ministerial praise, what challenges they faced, and the key steps they took to build it.
Key takeaways
Connect with us
Listen to the CVM Stories podcast wherever you prefer:
In this episode of CVM Stories, we sit down with Orkhan Alipashayev, Head of CVM and BA at Aztelekom, and Aykhan Baylarov, Founder of Dominanta Experience, as they share how to build a customer-centric and profit-driven culture from the ground up.
Tune in to hear how they transformed customer experience in a telco from zero to national ministerial praise, what challenges they faced, and the key steps they took to build it.
Key takeaways
Connect with us
Listen to the CVM Stories podcast wherever you prefer:
In this episode of CVM Stories, we chat with Ryan J. Alvarez, the CEO of VIVA Bolivia, about the impact of super apps on telco revenue.
Tune in to hear why now is the perfect time to explore advertising through super-apps, and how this shift is changing the way CVM teams grow revenue.
Key takeaways
[00:01:00] Ryan’s telecom roots and entrepreneurial journey
[00:06:00] Why VIVA bought a distressed telco to prove the concept
[00:07:00] The creation and purpose of the Alva protocol
[00:10:00] Super app functionality and zero-rated browsing
[00:14:25] Revenue sources: ads, banks, marketplaces
[00:16:45] 33% prepaid ARPU increase in Bolivia
[00:22:25] Helping local advertisers succeed online
[00:35:10] Marketplace integration strategy
[00:41:00] White-labeled app rollout timeline
[00:44:45] Global telco partnerships and fair share vision
Connect with us
The video partner: ADLife Creative Studio
https://adlife.lt/
In this episode of CVM Stories, we sit down with Abdallah Mashashi, Pricing Manager, Axian Group-OIF Cluster, who transitioned from telecom to the dynamic world of Mobile Money.
Abdallah shares how CVM in fintech helps turn sign-ups into loyal customers from day one. Hear the secret to instant activation, building trust and dynamic pricing to make customer lifelong fans.
*Key takeaways*
[00:01:00] Abdallah’s journey from telecom to fintech
[00:05:00] How pricing strategies differ in mobile money vs. telecom.
[00:07:10] Why cash is still fintech’s biggest competitor
[00:10:00] The secret to driving adoption: trust and incentives.
[00:15:00] How CVM keeps fintech users engaged and active.
[00:20:00] The power of onboarding: first transactions matter.
[00:25:00] Fintech’s advantage: rich customer data and personalization.
[00:30:00] How fintechs are outpacing banks in digital transformation.
[00:35:00] Why innovation is the only way to win in mobile money.
[00:40:00] How fintechs are building ecosystems that drive growth.
*Connect with us*
Listen to the CVM Stories podcast wherever you prefer:
Web: https://www.exacaster.com/cvmstories/
LinkedIn: https://www.linkedin.com/company/exacaster/
Instagram: https://www.instagram.com/cvm.stories
TikTok:https://www.tiktok.com/@cvm_stories
The video partner: ADLife Creative Studio
https://adlife.lt/
This time, our guest is Adil Khabir, Head of Growth & Analytics at stc Bahrain.
Adil shares how his team transformed CVM from a traditional retention tool into a fast-moving, data-driven growth machine.
Key takeaways
Connect with us
Listen to the CVM Stories podcast wherever you prefer:
*Unpacking CVM Trends 2025:Telecom Edition report*
Listen to Egidijus Pilypas from Exacaster and CVM experts Marek Wiktor Grabowski from Orange Polska, Silvia Gomez Dominguez, Customer Engagement Expert, and Thierry Awetimbi from Vodacom Congo as they discuss how key trends will drive CVM in 2025.
*Key Takeaways*
*Get Your Copy of CVM Trends 2025 Report*
No more worries about planning for 2025 and wondering if we're doing enough to boost customer value. Read the report to find the insights you need!
Get your free copy of CVM Trends 2025: Telecom Edition report at www.exacaster.com/cvm-trends-2025/
In this episode, we’re joined by Amit Khanna, Marketing Consultant at MTN Ivory Coast. Amit shares how inbound marketing fuels growth in CVM by focusing on what customers actually need.
Tune in to hear why inbound beats outbound approach and how to create a powerful strategy using a five-pillar framework.
*Key Takeaways*
[00:01:43:18] Amit’s journey in marketing and CVM
[00:04:47:10] The importance of inbound marketing in telecom
[00:09:23:14] Understanding customer data and behavior
[00:13:00:06] Crafting personalized offers
[00:16:13:23] What contextual marketing really means
[00:20:50:08] The impact of timing in marketing efforts
[00:23:02:06] Engaging customers across multiple channels
[00:27:30:05] The necessity of measuring outcomes
[00:32:35:15] Real-world examples of successful strategies
[00:39:31:14] Future trends in CVM and inbound marketing
[00:51:25:13] Building a customer-first culture within organizations
*Final Words*
Inbound marketing isn’t just a tactic — it’s a growth engine. By truly understanding your customers and targeting them thoughtfully, you unlock value from underserved segments. Remember, it’s not just about getting customers. It’s about building real relationships that foster loyalty and fuel long-term success.
*Connect with Us*
Listen to CVM Stories wherever you prefer:
Web: https://www.exacaster.com/cvmstories/
LinkedIn: https://www.linkedin.com/company/exacaster/
Instagram: https://www.instagram.com/cvm.stories/
TikTok: https://www.tiktok.com/@cvm_stories
In this episode, we’re joined by Mike Burkes, Senior Vice President of Enterprise Information Management at Ultra Mobile. Mike's experience in the Air Force helped drive a data transformation in a telecom company that has grown from 140 to 700 employees.
Tune in to hear how effective data management can support growth when done right, from selecting the right technology to building efficient processes and strong teams.
Key Takeaways
Final Words
Growth isn’t just about having data but also knowing how to use it. Educate your teams, advocate for data in every decision, and build a data-driven culture. Do that, and growth will take care of itself.
Connect With Us
Listen to CVM Stories wherever you prefer:
We’re joined by Alberto Arimana Celis, Head of B2B CVM at Entel Perú. With over 15 years in the telecom industry, Alberto has played a key role in building telecom companies from the ground up in Peru.
Tune in to hear his strategy for cutting churn by 50% and why customer focus and team alignment are secret sources of success in B2B CVM.
Key Takeaways
Final Words
Cutting churn by 50% isn’t just wishful thinking. It’s possible. This episode shows you how to do it. Focus on your customers, segment smartly, and keep your team aligned. Start implementing these strategies. Your customers — and your business — will thank you.
Connect With Us
Listen to CVM Stories wherever you prefer:
In this episode of CVM stories, we’re joined by Irena Radokanović, CRM Automation and Customer Engagement Team Manager at A1 Serbia. With nearly 20 years of experience, Irena is a powerhouse in building high-performing CVM teams.
Tune in to discover how a lean but mighty team can deliver big results in CVM. Learn about a bold approach to creating a marketing agency-like team within a telco and why it keeps them agile, innovative, and always ahead of the game.
Key Takeaways
(02:30) Building a Mini Marketing Agency Within a Telco
(04:15) Using Data to Fuel Creativity in Marketing
(10:45) The Importance of Monthly Campaign Planning
(17:20) Cross-Department Collaboration for Strategic Success
(19:13) Adapting to a Digital-First Strategy
(19:40) The Power of Constant Testing and Experimentation
(30:59) Balancing Ad-Hoc Requests with Strategic Planning
(36:27) Lessons from Irena’s Experience Across Industries
(43:29) Challenges in Personalization Across Channels
(48:02) Reflecting on Failures and Lessons Learned
Final Words
It’s about working smarter, not just harder. If you’re in CVM and want to make a big impact with a lean team, this episode is for you. Packed with tips you can use right away, it’s a must-listen for anyone looking to up their game.
Connect with Us
Listen to CVM Stories wherever you prefer:
This time at CVM stories we are joined by Kwame van Eijndhoven who will breaks down what it takes to run effective CVM marketing automation.
Tune in to hear about the key questions often missed when choosing a campaign automation tool, why people are crucial to the success of every transformation project, and more!
Key Takeaways
About Our Guest
Kwame van Eijndhoven is a marketing automation guru who has worked with the majority of big marketing automation tools such as Pega, IBM Watso and HCL Unica.
Connect with Us
Listen to CVM Stories wherever you prefer:
Welcome to CVM Stories Season 3! In our second episode, we’re joined by Mantas Ratomskis.
Mantas reveals his strategies for growing revenue and retention in mobile apps. From managing critical user lifetime stages from the first 24 hours onward and sharing tricks to increase retention – tune in to hear this and more!
Key Takeaways
About Our Guest
Mantas Ratomskis is an expert and lecturer in product marketing and CRM. He has a proven track record of driving customer growth, building high-performing teams, and optimizing customer engagement in mobile apps and subscription businesses.
Connect with Us
Listen to CVM Stories wherever you prefer:
Welcome to CVM Stories Season 3! Kicking off our first episode, we talk with Elchin Gulmammadov, Group Marketing Director at Azerconnect Group. Elchin spills the beans on doubling your CVM revenue benchmark through strategic management. From customer-centric AI applications and tailor-made solutions to smart team management – tune in to discover all this and more!
Key Takeaways
About Elchin Gulmammadov Elchin Gulmammadov is a telecom marketing visionary with 15+ years of experience. An AI enthusiast, he drives growth and customer satisfaction with cutting-edge strategies.
Connect with Us
We’re excited to introduce the Customer Value Management Body of Knowledge (CVMBoK) – the first and only comprehensive guide that helps unlock the value of the CVM function.
Join Egidijus Pilypas and Šarūnas Chomentauskas, the founders of Exacaster, as they share the story behind the CVMBoK. Learn how it turns CVM function into a growth driver and why it marks the beginning of making this profession famous!
Episode Highlights
Final Words
CVMBoK is live and ready to transform the customer value management landscape. Use this guide to enhance your skills, share it with your peers, and contribute to making CVM a recognized and respected profession.
Together, we can elevate the role of CVMs worldwide and ensure our expertise is valued across industries. Let’s make the CVM profession famous!
Get started using the CVMBoK at cvmbok.com
Connect with Us
In this episode, together with Silvia Gomez Dominguez we explore the power of emotional connection as a key strategy to reduce churn and boost customer lifetime value.
Emotional Connection. It’s powerful. Silvia’s seen the numbers. Conversion rates go up. Churn goes down. Lifetime value? It increases. But how do you make that happen?
Key Takeaways
About Silvia Gomez Dominguez
Silvia is a Senior Director and Expert in Customer Engagement. Her journey from Spain to Australia, balancing a career and family, is truly inspiring. It shows that with the right mindset, we can all navigate through complexity to build better, more meaningful connections with our customers.
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In this episode, join Tommy Wahyudi from Indosat Ooredoo as he explores Customer Value Management (CVM) and how integrating 24 unique communication channels can enhance customer engagement and drive revenue growth. Discover how Tommy uses contextual offers to make each customer interaction meaningful and effective. Key Moments: 00:00:15 - Introduction of the Episode and Guest, Tommy from Indosat Ooredoo 00:02:30 - Tommy's role at Indosat Ooredoo and the strategic importance of the 24-channel approach 00:10:00 - Insights into the integration of data strategies with marketing for enhanced CVM 00:20:00 - Examination of each of the 24 communication channels used in CVM initiatives 00:30:00 - Discussion of the major challenges faced in multi-channel strategy implementation 00:40:00 - Detailed look at specific strategies implemented to align CVM with organizational goals 00:50:00 - Assessment of how these strategies have impacted customer retention and revenue growth 00:58:00 - Summary and closing thoughts on the future directions of CVM About Our Guest: Tommy brings a wealth of knowledge from his extensive experience in the telecom industry, particularly in employing advanced data strategies and multi-channel communication to optimize customer value management at Indosat Ooredoo. Connect with Us: Join the conversation on LinkedIn: https://www.linkedin.com/company/exacaster/ Dive deeper into CVM Stories: https://www.exacaster.com/cvmstories/ In this episode, discover how strategic multi-channel management can transform customer interactions and drive business success. Tune in to learn how to enroll the power of 24 channels to create a seamless and personalized customer journey, one successful interaction at a time. #CVMInsights #ChannelsStrategy #CustomerEngagement #DataDrivenMarketing #TelecomInnovations #MarketingStrategies #CustomerValueManagement #DigitalMarketingTips#CVMStories #podcast
In the 11th episode from the CVM Stories season 2, Sanna Emtinger shares how Telia Norway is advancing the practice of customer value management by leveraging technology, data, and a dedicated team. Sanna underscores the importance of understanding customer data and implementing personalized communication strategies. Join us to get inspired to drive customer-centric initiatives and discover how Sanna's approaches are improving customer interactions. Key Moments: 00:00:59 - Sanna's Introduction and Role at Telia Norway 00:01:20 - Deep Dive into 1-to-1 Communication and CVM 00:02:59 - The Inspiration Behind Sanna's Approach to CVM 00:06:19 - Challenges in Defining the Customer in Telecom 00:09:52 - Building a Customer Profile at Telia Norway 00:16:20 - Discussing the Implementation of a New Marketing Automation Stack 00:19:11 - How Telia Solves Customer Problems with Data 00:24:41 - Major Challenges in Building Customer Profiles 00:34:01 - Criteria for Choosing New Marketing Technologies 00:43:18 - Sanna's Vision for Future CVM Initiatives About Sanna Emtinger: Leading Customer Value Management and Marketing Technology at Telia Norway, Sanna Emtinger combines marketing savvy with technological expertise. With a focus on data-driven strategies, she leads efforts to enhance personalized communication across diverse customer interactions. Connect with Us: Join the conversation on LinkedIn: https://www.linkedin.com/company/exacaster/ Dive deeper into CVM Stories: https://www.exacaster.com/cvmstories/
Explore the essence of customer value management perfection with Marek Grabowski of Orange Poland. This episode reveals how flawless CVM execution enables the ambitious goal of viewing an entire country as your customer base. Marek details the pillars of perfection in CVM: agile team, daily operational measurement, structuring initiatives through operational cycles, and ascending through automation levels within customer base management. Key Moments: 00:01:23 - Marek's Telecom Family Legacy and Entry into CVM 00:06:15 - Defining Customer Value Management's Role and Impact 00:09:13 - Introducing the Dual-Cycle CVM Framework at Orange 00:12:21 - Distinguishing Between NBO and NBA in Customer Engagement 00:14:11 - Success Stories and Failures in CVM Projects 00:16:27 - The Crucial Role of Daily Measurements and Universal Control Groups 00:24:31 - Initiating NBO/NBA Projects: Challenges and Recommendations 00:28:59 - The Three Layers of Customer Base Management: From Manual Analysis to AI 00:36:36 - Vision for Expanding CVM Beyond the Customer Base 00:43:59 - GenAI in Customer Service: Enhancing Not Replacing 00:44:43 - Agile and Cross-Functional Teams in CVM Operations About Marek Grabowski: Leading the charge in CVM transformation at Orange Poland, Marek Grabowski draws from over two decades in telecom to create strategies that expand the concept of customer value management far beyond traditional boundaries. Connect with Us: Join the conversation on LinkedIn Dive deeper into CVM Stories In this episode, Marek Grabowski illustrates that by mastering the foundations of CVM, you're not just optimizing operations; you're setting the stage for transformative ambitions. Join us to uncover how to turn the entire country into your customer base, one strategic step at a time.
#TelecomInnovation #CVM #MachineLearning #AgileMethodology #StrategicGrowth
Join us in this enlightening episode as we sit down with Hermawan Kristanto from Smartfren Telecom, Indonesia, to uncover the hidden powers of telecommunications data. Dive deep into how your phone is silently influencing the retail, banking, and transportation sectors, and discover the untapped potential of telco data. Key Moments : 00:02:02 - Hermawan's Evolution in Telecom 00:10:11 - Telco Data: Shaping Retail & Banking 00:15:42 - Digital Businesses & GDPR Compliance 00:23:28 - The Enduring Power of SMS 00:26:19 - Elevating Brand Awareness 00:27:47 - Telco Data's Impact on Public Transportation 00:36:57 - Uniting Telcos for a Global Standard with the Camara Project 00:50:40 - Embracing a "Stay Hungry" Mindset About Hermawan Kristanto: Hermawan Kristanto brings years of expertise in harnessing telecommunications data to drive industry transformation. At Smartfren Telecom, he leads initiatives that leverage data for strategic business decisions, impacting sectors far beyond traditional telecom services. What You'll Learn: 1. How telco data is reshaping consumer experiences and business strategies. 2. The enduring value of SMS in reaching customers. 3. Strategies for maintaining privacy and compliance in marketing efforts. 4. Insights into personal and professional growth from an industry expert. Enjoy the Show? Like, comment, and share! Your support helps us bring more content like this to you. For updates on future episodes and exclusive content, make sure to subscribe to our channel. Connect with Us: Follow us on LinkedIn: https://www.linkedin.com/company/exacaster/ Visit our Website: https://www.exacaster.com/cvmstories/ Let's dive into the secret life of telco data together. Enjoy the show, and stay tuned for more insights on how technology is shaping our world. #TelcoData #digitaltransformation #privacy #innovation #telecommunications #podcast #CVMStories ________________________________________________ DISCLAIMER Smartfren Telecom is fully regulated and complies with Indonesia's Personal Data Protection (PDP) law and the GDPR. The company will not expose any Personally Identifiable Information (PII) as data is already in the form of summaries and scores. It is implemented using highly secure technology and by skilled professionals. Consent management is key to ensuring that customers are aware of and fully understand how the telco manages their data privacy. ________________________________________________
