🎙️Winning CVM in Fixed Services: From Customer Lifecycle to Data Mart
Update: 2025-07-09
Description
In this episode of CVM Stories, we sit down with Aydin Ismayilov, Head of Customer Value Management at Aztelekom. He shares how to win in CVM in fixed services – where data is sparse, engagement is slower, but the impact can be massive.
You’ll hear how to master customer lifecycle management, household-level targeting, smart cross-sell, and how to build a high-performance CVM data mart that actually drives results
Key takeaways
- [00:02:02 ] Aydin’s telco journey from call center to CVM head
- [00:04:30 ] Lessons from customer service: speak the customer’s language
- [00:06:21 ] A/B testing SMS phrasing improved conversions by 2–3%
- [00:08:18 ] Fixed vs. mobile: fixed is slower, more strategic
- [00:18:37 ] Router installation: educate to boost NPS
- [00:26:20 ] Unique challenges of household targeting
- [00:29:36 ] Cross-sell via device count and traffic
- [00:35:49 ] Transition from data consumer to data owner
- [00:43:58 ] Full CVM automation success story
- [00:47:20 ] Failed campaign: offer timing vs. psychology
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