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