Innovative CVM Marketing
Our fundamental difference is our belief in selling the right product, at the right time, to the right consumer through the right channel. To accomplish this, we employ a targeted strategy using Customer Value Management (CVM)
CVM is about using sophisticated data modeling and data-mining techniques to enrich the value of business partner’s customer base.
With Cigna’s CVM, we mine affinity partner’s consumer data – always protecting data privacy – and incorporate predictive modeling to target prospects with the highest likelihood of responding to our offer. Good modeling means getting to consumers with a true need and avoiding those with little interest – who are also most likely to create a complaint for our affinity partners
Benefit of CVM to our Affinity Partners :
Using CVM and other analytical techniques, Cigna’s has developed smarter, more effective methods to reach consumers. All to deliver our affinity partners:
- Higher response rates, higher and longer revenue streams
- More targeting, lower customer fatigue
- Reduced marketing costs
- Long–term value of customer insights