as been created to help us manage groups of customers, it would, therefore, make perfect sense for us to integrate the measurement of the CCI into the numbers we use to appraise how well the targeted segment is being managed. eXcellence in Telecommunications The Telco Churn Handbook CCI Scores Should Not Always Be Low The reason that monitoring CCI numbers for target segments is important is not necessarily what we would first suppose. The naive assumption that people might make is to take a simplistic view of the CCI and say that, in the case of measuring CCI against different segments, low CCI scores (scores that indicate a low propensity to churn) are good and high CCI scores (scores that indicate a high pre- disposition to churn) are bad. Although, this may be true in some cases, it is not true in all cases. When matching up CCI scores to segments, it is important that parity exists between the value of the segment to the company and the score that it receives. Different Segments Have Different Values What we tend to forget, when discussing customer service and satisfaction issues, is that all customers are not of equal value to us. Some customers will have a very high value to us because they bring in the highest revenues, are key influencers, or are part of a market where we are trying to establish dominance. What we would like to see, for these very attractive customers is the lowest CCI score possible for the least amount of investment. On the other hand, there are other customers that may be extremely uninteresting to us. They may be very poor credit risks, have low revenue, or be part of unattractive segments. In this case, while we may not want to chase the customers away, we certainly will want to minimize the amount of money we invest in keeping them happy. Therefore, we would like to see higher scores (scores indicating that they are not quite as happy as they could be) for these groups. Inappropriately High CCI Scores Represent an Over-Investment In an indirect way, the segment-based CCI score can 