Abstract
The telecommunications sector is undergoing rapid transformation driven by digitalization, changing customer expectations and growing competition. Traditional marketing methods are losing effectiveness, pushing telecom operators to adopt customer-centric strategies based on digital tools such as Customer Relationship Management (CRM) and Customer Value Management (CVM). The aim of the study is to analyze how the integration of CRM and CVM enhances the effectiveness of targeted marketing and contributes to sustainable competitive advantage in the telecommunications industry. The study applies the Resource-Based View (RBV) framework to evaluate these systems as strategic resources that are valuable, rare, inimitable and non-substitutable (VRIN). A systematic literature review and case study analysis reveal that CRM maturity combined with CVM strategies increases customer retention, optimizes Customer Lifetime Value (CLV) and strengthens digital transformation capabilities. The findings highlight that synergy between CRM and CVM maturity supports the transition from reactive to predictive customer engagement. Ultimately, the integration of CRM and CVM provides telecom operators with the tools to achieve long-term profitability, improve customer experience and maintain competitive leadership in a rapidly evolving market