with churn. Is churn management for telcos SO unique a problem that nothing can be learned from these other churn management groups? Is telecommunication's churn completely different than churn for a retailer or an airline? In general, the answer is both yes and no. On the one hand, there are certainly important lessons and good examples of effective churn management that service providers can pick up from these other industries. On the other hand, the nature of the telecommunications business and the relationship between providers and their consumers is very unique and, therefore, requires a distinctive management approach. Telecommunications as a Tech- nology Product In the next few chapters, we will consider several of the different aspects of telecommunications churn. By far, one of the most crucial characteristics that makes telecommunications unique is that fact that it is an industry that is not only driven by technology, but is actually defined by it in fundamental ways. What exactly do we mean by this? Industries Affected by Technology Clearly, there is no industry in the world today that is not affected and driven to change through the presence of technology. Chapter 2 The retail industry has seen massive improvements in productivity and effectiveness through the use of computer systems that help retailers manage their inventories, and through the use of the Internet to help open new channels to the customer. The manufacturing industry has seen similar productivity boosts by implementation of efficient customer response (ECR) systems and the use of the business to business (B2B) Internet to speed supply and distribution efficiency. Undeniably, technology has affected these industries in profound ways. However, while technology is making it possible for these businesses to operate more efficiently, for the most part, it is NOT changing the nature of the business itself. Retail is still about getting the right products to the right people for the right price. Manufacturing is still about making better pro