 address these issues. Preemptive Management Techniques There are several types of programs that can help a company accomplish the objectives of anticipating churn events before they become imminent. Many of these techniques may seem obvious. However, it is critical that someone within the firm be assigned the task of constantly monitoring the status of churn event programs, and of making the appropriate recommendations when it comes time to take specific action. Chapter 6 Addressing Deficiencies The first action to prevent churn is to find any serious consumer perceived deficiencies and address them as quickly as possible. These deficiencies would include factors such as call quality and coverage, but they could also include other areas that no one has anticipated yet. Before taking specific action, two types of analyses must be developed namely a good risk profile and a reasonable impact analysis. A risk profile is a report that examines the deficiency in question and attempts to identify what risks are associated with allowing the deficiency to continue. Understanding the actual risks is key to planning a strategy to address a particular deficiency. The risk profile should include the following information: The number of customers impacted. The types of customers impacted (the revenue they repre- sent, their influence over other customers or public opinion, etc.). The severity of the impact (the extent of trouble or incon- venience this deficiency causes the customer). The competitive risk (the chance that the competition will perform better, for less money, or will have the ability to use the deficiency against the company). The brand image risk (the impact the deficiency will have on the company's brand image). The second examination performed in deficiency situations is the impact analysis. An impact analysis is a report that details what it will cost the company to eliminate the deficiency. It includes an analysis of the solution for the problem from both an operational perspective (How much money will it 