11. Driving Business Performance through Customer Value Management Practice: A Case of Digital Tag Channel in an Emerging Mobile Market

This chapter develops a framework for the Customer Value Management (CVM) function within the marketing practice of firms with a large customer base. A one-to-one marketing campaign involving a data set of 60,000 mobile customers from the Business Intelligence (BI) system of a mobile operator in Nigeria was experimented. The data was prepared along customer value, lifetime, and other variables. Marketing campaigns were developed, deployed, and experimented on below-the-line (BTL) digital channels. The experiment explored the effectiveness of these digital channels in driving CVM campaign activities within a large customer base. The results show that while all the experimented channels performed well under the CVM framework with respect to customer adoption and incremental revenue, the digital tag notification performance was exceptional. The implication is that the digital tag notification channel can be well-positioned as an integral channel of CVM operations in large consumer firms with a real-time one-to-one marketing capability. This study demonstrates the value and ease of a CVM framework application in a large customer base in driving business revenue. It also shows customers’ practical responses to offerings across digital channels, which has implications for the effective optimization of digital channels of firms with a large customer base.