customer value management (CVM)

Customer Value Management(CVM) is a process for efficiently exploiting the sales potential of customers.

In this CVM process, existing customer information is analyzed and the greatest possible benefit for the company is derived from it. This technique can improve the return on investment( ROI) of CRM projects. The goal of all CVM activities is to select the customers with the highest potential and serve them with more selective offers.

CVM techniques are of particular interest to insurance companies that provide holistic, long-term customer care. In this context, customer information managed in Customer Relationship Management (CRM) is used for customer value management strategies.