In this episode, Kaan Fişek, Head of Customer Value Management & Base Marketing at Ooredoo Qatar shares how to scale CVM globally without the friction.

What if the biggest barrier to scaling CVM wasn’t strategy or technology, but people? Kaan shares the partnership playbook that turned resistance into collaboration across European markets, ultimately leading to CVM contribution growing from 10% to 40% in one market.

Key takeaways

[00:02:50] Kaan's 14-year telco journey – from computer engineering to CVM leadership
[00:08:55] The CVM factory: data, channels, treats, and orchestration
[00:22:53] Building forums and quarterly case study sharing across markets
[00:23:35] "No one likes to be told what they should be doing"
[00:25:16] Benchmarking capability and maturity across operations
[00:27:55] Building intelligence: map wallets, vendors, satisfaction, buying cycles
[00:28:40] The result: CVM contribution grew from 5-10% to 33-40%
[00:31:15] "Global roles involve a bit of lobbying and politics"
[00:31:30] "It's exactly like a B2B sales pitch"
[00:45:52] "There was no question around CVM bringing value"

Connect with us

Web: ⁠⁠https://www.exacaster.com/cvmstories/⁠⁠

LinkedIn: ⁠⁠ / exacaster ⁠⁠

Instagram: ⁠⁠⁠⁠⁠ / cvm.stories ⁠⁠

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