HERAKLESCONSULTING

Strength earned.
Value engineered.

Most CVM advisory stops at the strategy deck. We build the operating muscle that turns customer data into revenue.

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About

A senior practitioner in the room.

I founded Herakles Consulting to bring senior, execution-focused CVM and CLM advisory to operators and digital businesses that are serious about growing customer value.

Over 20 years I have led lifecycle programmes across telecom, fintech, and digital services in more than ten markets — at Vodafone, HSBC, VEON Group, Virgin Mobile MEA, and Beyond ONE. My work sits at the intersection of commercial strategy and operational delivery: predictive analytics in production, next-best-action engines integrated into live channels, revenue recovery under pressure, and greenfield CVM capability built from zero.

I work with leadership teams that want a practitioner in the room, not a generalist consultant.

— Guclu Castaban, Managing Director & Founder

Guclu Castaban, Managing Director & Founder of Herakles Consulting
51M
Peak subscriber base managed
20+
Years in CVM & CLM
10+
Markets across GCC, EMEA & APAC
3
Sectors: Telecom, Fintech, Digital Services
Services

Customer Value Management

CVM is moving from segment-led batch campaigns to autonomous, always-on decisioning. Herakles Consulting designs the agentic AI frameworks that orchestrate individual-level customer interventions in real time — replacing periodic rules-based triggers with agents that sense, decide, and act continuously across the subscriber lifecycle.

Selected results
  • 32% CAGR in CVM-driven revenue at a leading MNO over five years.
  • 11% postpaid churn turnaround at the same operator.
  • $5.9M incremental revenue delivered at a multi-market GCC digital services group.

Commercial Performance Recovery

Restoring commercial momentum in underperforming or distressed conditions. Revenue recovery, NPS and CX turnaround with direct P&L linkage, and price plan migration across multi-country environments.

Selected results
  • 38% year-on-year revenue uplift across a multi-brand GCC mobile portfolio.
  • 27% revenue growth across six Eurasian markets.
  • NPS up 17 percentage points and CX metrics up 20 percentage points at a leading MNO.

Data Science & Analytics

The data and model layer that powers every CVM programme — and the engine underneath the agentic AI frameworks designed in our CVM practice. Churn prediction, next-best-action algorithms, propensity scoring, data monetisation strategy, and internal analytics team build.

Selected results
  • 67% annual growth in telemarketing channel via NBA engine integration at a leading MNO.
  • GenAI campaign tools deployed in production across MEA at a multi-market GCC digital services group.
  • Platform mastery: Pega, SAS, Amdocs, Pelatro, MoEngage, Dataiku.

Telecom–Fintech Convergence

Converting mobile customer bases into financial services customers using behavioural data, not generic fintech marketing. Includes mobile-to-fintech conversion mechanics and banking analytics foundations developed across 2M credit card customers at an international bank.

Selected results
  • 40K fintech customer base expanded within one year at a GCC digital services group.
  • Pre-approved lending models delivering 40% higher net profitability at a top-tier international bank.

Loyalty Programme Design

Programme economics, redemption curve modelling, partner cost structuring, and ROI measurement. A repeatable engagement type across every market in the footprint.

Selected results
  • Multi-brand loyalty programme design across GCC and Eurasian markets.
  • Redemption curve and partner cost modelling at operator scale across four brands.
Insights

Selected perspectives on how AI is reshaping customer value management in subscription businesses.

The Segment of One Is Finally Possible. The Organisation May Not Be Ready.

Agentic AI can deliver true one-to-one personalisation, but success depends as much on data, governance, and operating maturity as the technology itself.

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Five Lessons Fintech Leaders Teach Us About the Future of CVM

The next generation of CVM shifts the focus from campaigns and incentives to product-led engagement, intelligent cross-sell and trust-based customer relationships.

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From Reactive CLM to Anticipatory Intelligence

Predictive, generative and prescriptive AI are transforming CLM into a self-learning system that anticipates customer needs and continuously optimises experiences.

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Contact

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Whether you are exploring a consulting engagement or want to discuss a challenge in your business, I would be glad to hear from you.

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