Customer Value Management
Customer Value Management Framework
Keeping customers is worth more than finding new ones. This is how we keep them.
We measure your business against industry best practice and size the value at stake. Then we fix the items worth the most, starting with a fix that shows measured results early. Every change is measured against an agreed baseline and put in front of the people who decide.
Section 1
Industry Pain Points
Where value leaks in South African subscription businesses
Twenty pain points, each scored out of 100 on financial impact, prevalence, regulatory risk, trend and how well CVM can fix it. Pick an industry to see what matters most there, and open any tile for the detail, scoring and sources behind it.
Ranked pain points
Severity = 20 × (0.30 financial + 0.20 prevalence + 0.15 regulatory + 0.15 trend + 0.20 addressability)Research compiled by Gainmaker from public South African sources, September 2026. Sources are listed in each tile.
Section 2
The Gainmaker Approach
Practical, measured and visible early — not only strategic direction
Contribution Thinking
Every CVM engagement is anchored to the outcome that matters most
- Early lapse and churn
- Failed debit orders
- Above-inflation increases
- Claim declines and complaints
- Payday-aligned debit dates
- Missed-payment recovery
- A working save desk
- Fast, empathetic claims
- Premium retained
- 13-month persistency
- Value saved per month
We strengthen the contributors and remove the detractors, in service of the Gainmaker you care about most.
Six Steps
From first conversation to results that last — select a step
Frame
Agree the Gainmakers and the value baseline with Finance.
What happens
We agree what success means in rands, and the baseline every result will be measured against.
Outputs
- Agreed Gainmakers
- Value baseline
Who’s involved
Finance, CVM sponsor
Assess
Score current practice against best practice, and size the value at stake.
What happens
All 124 practices scored Yes, Partial, Planned or No through stakeholder sessions and data benchmarking.
Outputs
- CVM score — a published baseline
- Gap report: working, weak or missing
Who’s involved
Sales, retention, collections, CX
Prioritise
Rank the gaps by value, speed and controllability.
What happens
A big gap is not always a big prize. We rank by value, effort, urgency and feasibility.
Outputs
- Prioritised Book of Work
- Business cases
Who’s involved
Leadership, Finance
Deploy
Start with an early, measured win, then build the practices.
What happens
Standards, process changes and operating support — starting where the value is fastest to prove.
Outputs
- First measured win
- Practices to standard
Who’s involved
Operations, retention teams
Prove
Show the improvement against the baseline.
What happens
Uplift measured against the agreed baseline — with a control group wherever we contact customers directly.
Outputs
- Measured uplift
- Financial gain tracker
Who’s involved
Finance, analytics
Govern & Sustain
Track everything, and put it in front of the people who decide.
What happens
Decision forums see three levels only — the Gainmaker, its contributors, its detractors — on a fixed cadence.
Outputs
- Governance cadence
- Sustain plan
Who’s involved
Executive committee, decision forums
Scope the Engagement
You choose how far to go — every option shows measured value early
Focused Fix
One pain point, fixed and proven.
Scope
Steps
What you get
- A diagnostic of one high-value problem
- One targeted fix deployed
- Measured uplift against a control group
- A business case for next steps
Best when
You want proof before committing, or have one urgent, well-defined problem such as early lapse or failed debits.
Programme
One stage running to standard, with the enablers it needs.
Scope
Steps
What you get
- Gap assessment for the chosen stage
- A prioritised Book of Work
- Practices deployed to standard
- Uplift reporting and decision forums
Best when
You know where value leaks — in Acquire or Save, for example — and want that stage fixed properly.
Full CVM
All four stages and five enablers, run as a programme.
Scope
Steps
What you get
- Full gap assessment across 124 practices
- Complete Book of Work and business cases
- Practices deployed across the lifecycle
- Governance, dashboards and a sustain plan
Best when
Retention is a board priority and you want a lasting CVM capability, not a single fix.
The scope of each engagement is set with you once the diagnostic has sized the work.
How We Keep It Honest
The guardrails that make results stand up
You choose what we address, from a recommended core and optional items. Stage practices come with the enablers they need, so gains don’t fade.
Every change is measured against the baseline agreed in the Frame step. Where we contact customers directly, we keep a control group to prove the uplift.
We track every practice, trigger and result. Decision forums see three levels only, with clear thresholds for action.
The baseline and the definition of value are agreed with Finance before work starts — so the results are your numbers, not ours.
Section 3
Our CVM Framework
Four stages, five supporting practices, one loop
A customer moves through four stages, each closed by a gate we can see in the data. Delight is where we want every customer to live. Five enablers support every stage — including Payments & Collections, new for 2026. 124 best-practice components in all.
Sales hands over only when the first premium clears and is not reversed. Customers move between Delight and Prevent as risks appear and are fixed. A customer who signals they are leaving goes to Save, and either returns to Delight or is lost when the reinstatement window closes.
Section 4
It Has Worked Before
Results achieved with clients in financial services
Results achieved by our team with clients in financial services.
Start With a CVM Gap Assessment
Stakeholder sessions, a baseline CVM score against 75 best-practice components, and a prioritised Book of Work — enough to scope your first measured win.