🎙️ Defining the Agentic CVM Era

Özge Efe Aşcı, Senior Manager – Customer Lifecycle Value Management & AI at Vodafone, has spent nearly 15 years driving CVM across multiple markets. For years, CVM's mantra was right offer, right channel, right time.

In this episode, he shares why that playbook is breaking and how agentic CVM is rewriting the rules of personalisation.

Key takeaways

• [00:03:33] Why CVM is the real growth engine for mature industries like telco
• [00:06:08] "Personalization sounds very good until it's done badly" – when relevance turns creepy
• [00:08:55] Why personalization must start from customer truth, not your product catalog
• [00:11:24] The cooking analogy – data is the ingredient, decisioning is the recipe, channel is the method
• [00:20:09] Jobs to be done framework – understanding customer signals throughout their lifecycle
• [00:24:15] Solve the open ticket first, then sell the iPhone – prioritizing customer needs
• [00:27:54] "True personalisation is only possible with AI orchestration" – why batch campaigns can't scale
• [00:36:16] Three AI transformations: natural language analytics, workflow automation, and customer relationships
• [00:38:01] "AI is rational – it's a complete paradigm shift" – the shift to agent-to-agent commerce
• [00:48:42] Vodafone UK's retention transformation – from legacy grids to personalized recommendations

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Video partner: ADLife Creative Studio – https://adlife.lt/