might be in order. Reassiging Marketing and Sales to the New Model The first part of the assignment of zones to departments is easy. We know that the marketing and advertising functions will continue to play the same role they always have. There is simply no better way to make consumers aware than through advertising and sales activities. Fortunately, it is a relatively simple process to assign responsibilities for zones to different organizational units. In general, the core groups involved are the same ones as under the transaction model. Advertising and marketing for awareness, familiarity, and preference Promotion and sales for preference, negotiation, and trans- actions Addition of Other Departments Although the sales organization can certainly help bring the customers in, it can do little to help keep them close to the loyalty zone. After the sale, the sales and promotion groups no longer have any contact with consumers. While the sales group will have some responsibility for the customer relationship, most of that responsibility falls to the customer service, billing, and network maintenance groups. Since customer service, billing, and network maintenance are the groups responsible for the majority of the customers' day-to-day interactions with the telco, the nature of their jobs takes on a much greater importance under this model. eXcellence in Telecommunications The Telco Churn Handbook ZONE MAINTENANCE - A DIFFERENT JOB DESCRIPTION The transaction-based model for customer relationship management provides straightforward goals for organizations. Those same jobs that organizations had to accomplish under that model still have to be handled in this new organizational scheme as well as some additional tasks. Where are Customers in Their Relationship to the Provider? What makes the transaction model SO easy for everyone to execute and manage is the fact that there is no need. to keep track of people as individuals. Advertisements go out to the general population, promotions and sales people call on anyone th