🎙️Winning CVM in Fixed Services: From Customer Lifecycle to Data Mart

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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