In today’s saturated market and with growing customer expectations, a CVM platform is no longer a luxury. It has become a strategic tool that helps large enterprises manage the customer lifecycle and maximize LTV. But not all CVM platforms offer the same capabilities. In this article, we explain how to choose one that delivers real business value.
 

Why a CVM Platform Matters for Business

A few years ago, mass messaging was the main tool for selling services. Today, its effectiveness is declining due to intense competition among similar products. Personalized experience has become the decisive factor: customers expect relevant offers delivered through a convenient channel at the right time. Achieving this level of engagement requires a customer value management solution.


Source: 79 Personalization Statistics & Trends of 2025 (Demandsage)

The core task of a CVM system is to manage the customer lifecycle—from the first interaction to repeat purchases and retention. Behavioral analytics powered by AI & ML enables businesses to increase LTV, reduce churn, and improve the effectiveness of up-sell and cross-sell, ultimately boosting profitability. In addition, CVM automates marketing processes, cuts costs, and simplifies the work of specialists.

Let’s take a closer look at the key criteria a platform should meet in order to deliver real business value.


CVM increases customer value at every stage of the lifecycle

Marketing Challenges in Telecommunications 2025: How Technology Helps Overcome Industry Hurdles
 

Criteria for an Effective CVM Platform

Platform choice depends on specific business needs and objectives. However, there are a number of essential capabilities that no solution can do without.
 

1. Marketing Automation

Minimizing manual work not only speeds up campaign launches but also allows companies to test more hypotheses and respond faster to customer behavior and competitor actions. As a result, LTV increases and churn decreases: Customers receive relevant offers, while the business gains additional revenue.

Key enablers of marketing automation:

- Visual campaign builder. Marketers should be able to create segments, configure workflows, and launch campaigns on their own—without coding skills or developer involvement.

- Ready-made templates and preconfigured workflows. These lower the entry barrier, reduce staff workload, minimize the risk of errors, and allow marketers to test hypotheses without extra development.

- Product catalog with embedded NBO. Integrating the product catalog with Next Best Offer enables automatic selection of relevant offers for each customer. An ML model analyzes customer data, matches it with product information, and builds a communication flow that includes offer text, product attributes, and connection scenarios.

- Campaign calendar. Flexible scheduling frees marketers from routine tasks and speeds up operations. Campaigns can launch automatically—on a preset schedule, in response to triggers, or on specific dates.

- Unified platform for all channels. This allows to engage customers across multiple touchpoints: SMS, messengers, social media, and mobile apps. The ability to connect several channels within a single campaign ensures consistent, personalized communication and drives sales.

How Eastwind Launched a New Campaign Manager

Mobile operator Sky Mobile decided to replace its previous campaign manager and chose EW AdTarget as an alternative. The platform combines all the automation capabilities mentioned above. However, the key criterion was different—the client needed to integrate the platform and migrate campaigns from the old system within one year.

Despite the tight deadlines, we stayed on schedule and deployed the core functionality, enabling the client to start running campaigns as quickly as possible.

Read the full article

 2. Offer Personalization

Artificial intelligence and machine learning make it possible to minimize losses and generate profit from every customer interaction. This is achieved through deep behavioral analysis—for example, using a deep customer profile—selecting optimal offers with Next Best Offer models, predicting churn, and applying other advanced analytics tools.

To enable this, the platform must provide:

- Data collection and storage from multiple sources to analyze customer behavior and build 360° profiles

- Audience segmentation across multiple parameters such as demographics, geolocation, behavioral patterns, purchase history, and more

- AI & ML-powered forecasting and personalized recommendations

- Real-time profile analysis and updates to instantly react to changes in customer behavior and deliver relevant offers at the right moment

+$2.28 million thanks to the Next Product to Buy model

Our client in Central Asia generated $2.28 million in annual revenue by applying the Next Product to Buy model to promote tariff plans and value-added services. Eastwind specialists developed ML models based on the historical data accumulated by the mobile operator.

Read the case study

3. Real-Time Communications

A CVM platform enables businesses to deliver relevant offers to customers at the right moment—without overwhelming them with intrusive messaging. This increases both response rates and conversion to purchase.

Real-time marketing capabilities include:

- Analyzing user behavior in real time and launching campaigns at the optimal moment. For example, when the system detects that a subscriber has run out of data, it automatically triggers an offer.

- Trigger-based multichannel communications, synchronized across different touchpoints. For instance, the system may first send a push notification, followed by an SMS, and then update the banner in the mobile app.

The EW Event Processing trigger system handles up to 100,000 events per second.This allows the solution to instantly respond to customer needs and increase campaign conversion rates. Learn more about the scenarios where it can be applied and the benefits it can bring to your business.

Read more about EW Event Processing

4. Seamless Integration with the IT Ecosystem

Even the most advanced CVM platform may fall short if it’s difficult to integrate into the existing IT ecosystem—this slows down time-to-market for campaigns and delays ROI. An effective solution should provide fast integration with minimal customization:

- With data sources such as CRM, billing, analytics systems, external DWH, and other enterprise services

- With communication channels such as email, SMS, messengers, push notifications, stories, and banners in mobile apps and on websites

Flexible integration means not only technical compatibility but also ready-to-use connectors and APIs for fast data exchange. This reduces the burden on developers and allows marketers to focus on what matters most—increasing customer value.
 

5. Analytics for Campaign Performance Evaluation

A CVM system should provide comprehensive statistics on marketing activities, enabling fast optimization and higher conversion rates.

An effective solution makes it possible to:

- Analyze campaign results, assess the relevance of contact policies, and evaluate the effectiveness of customer segmentation

- Test hypotheses using control groups and A/B testing, obtaining statistically significant insights

- Generate clear dashboards and reports to support strategic decision-making

Analytics not only help compare planned vs. actual results but also shape strategies for growing LTV and improving customer retention based on data-driven insights.


The EW AdTarget campaign manager dashboard visualizes campaign results with clear, easy-to-read charts
 

6. Reliability and Scalability of a CVM Platform

As the business grows, the CVM platform must grow with it. An effective solution should handle increasing workloads without performance loss, while remaining flexible enough to support:

- Expansion of segments and more complex customer scenarios
- Integration of new communication channels and data sources
- Adaptation to new business models and market changes

Flexibility enables fast response to marketing demands, while scalability ensures the ability to manage an expanding customer base. Together, these two qualities transform CVM from a marketing tool into a strategic company asset.


McKinsey’s global experience with telecom projects has shown that CVM effectiveness depends on five key factors.
Source: Unlocking the Value of Personalization at Scale for Operators (McKinsey)
 

Checklist: 10 Questions to Ask a CVM Vendor

 

1. Can marketers independently segment the audience and launch campaigns—without programming skills or support from technical specialists?
2. Does the CVM solution support advanced analytical parameters for audience segmentation?
3. Does the CVM platform collect customer data from multiple sources to build a unified online profile?
4. Does the solution generate personalized offers based on customer profiles?
5. Does the platform support omnichannel communication?
6. Can the customer profile be updated in real time?
7. Is it possible to launch trigger-based communications tied to customer actions and life events?
8. Can contact policies, communication frequency, and rules be customized?
9. What analytics tools are available to quickly assess campaign performance?
10. How does the system scale as data volumes and customer numbers grow?

A strong CVM platform enables businesses to remain agile: quickly testing hypotheses, experimenting with new monetization models, adapting to market changes, and increasing product value for customers.

All of these capabilities are delivered by EW Marketing Platform. It combines AI & ML technologies, a next-generation campaign manager, and a trigger platform. Together, they create a solution that helps businesses understand their customers more precisely, respond to events in real time, and improve conversion rates.

Request a demo of EW Marketing Platform, and we’ll show you how Eastwind’s CVM solution can help increase your company’s revenue.