Customer Value Management (CVM)

By Francis Wandera With the liberalisation of the Ugandan economy and the globalisation of firms, it’s becoming difficult for local businesses to keep and serve the same customers for a long. Today, many enterprises struggle to strike a balance between acquiring new customers and making the existing ones loyal to their products and services. To overcome this growing challenge and disruption from competition and start-ups across many industries, businesses need to recognise the essential role of Customer Value Management (CVM) in not only understanding their customers but also in driving a substantial customer base. According to Forbes, the ability to…