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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 drawn from it. This technique can improve the return on

investment (ROI) of CRM projects. Thegoal of all CVM activities is to select the customers with the highest potential and to serve them with more selective offers.

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

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Englisch: customer value management - CVM
Updated at: 25.03.2008
#Words: 140
Translations: DE