ld use it. The first, and most critical, use would be to employ it to help managers understand and measure customer satisfaction. Individual, Enterprise-Wide, and Segment CCI Scores? Once we have created the CCI, however, we will find that we can use it to accomplish a number of jobs. Actually, once we create CCI scores for individual customers, there are several ways we can accumulate, average, and otherwise, manipulate them SO that they can tell us about individual customers as well as groups of customers. Consider for a moment the possibilities. The CCI score for an individual tells us how strongly a customer is leaning towards churn. This means that distinctive CCI scores can help us make the best decision possible regarding our treatment of an individual. On the other hand, the composite of CCIs for the entire population of customers will tell us how likely our entire customer base is to churn. This means that an enterprise-wide CCI can provide us with Chapter 14 a good measure of the overall health and effectiveness of our churn prevention activities. Last, but not least, we will find that by looking at the composite CCIs for separate segments of customers, we can effectively and efficiently measure how satisfied each segment is as a group. By creating and combining the CCI in various ways, we create a powerful and flexible tool that can help us deal with churn in a number of ways. Using the Individual CCI Scores The first and most obvious use of an individual CCI score is to help the individuals dealing with that customer make the best decision about how to manage the customer. This situation can occur in many ways. Customer Service and Individual CCI Score A customer service rep, who gets a call from a customer wishing to complain about a problem with the service or the bill, would find it helpful to know if the customer is still basically happy with the firm or is on the brink of changing providers because of the current problem. By providing customer service reps with the CCI score of an when taking a c