ring organization run their normal diagnostics and tests. Additionally, it is important to remember that if customers get a "no connection available at this time" message on their handsets, they will consider this a network quality problem when in fact it is a capacity issue. In all, a fairly decent picture of the company's objective network quality can be developed through these means. Subjective Call Quality Measures It is important that the company conduct research into as many of the objective quality measures as possible SO that management has a good idea of what the real quality baseline is. After that, it is important to get a measure of consumers' subjective opinions about call quality. The most common means of collecting these subjective opinions is through customer satisfaction surveys and market research. Technological Excellence Another interesting facet of the customers' perceptions of quality is their opinion of the company as a technological leader. In a world where consumers are in love with everything technological, they will often define the quality of the company in these terms. How a consumer forms an opinion of the company's technological prowess is defined by the following: Chapter 4 Advertisements that boast of technological innovation Carriers that seem to be first in introducing new features and functions A sensitivity to claims that networks are being upgraded, retrofitted, or in other ways improved. Customer Service Anyone who has ever had problems with their phone service has experienced the quality, or lack of quality, of the customer service staff. These company employees are a critical part of your overall perception of the company. Customer service (or the lack thereof) appears again and again on the list of the customers' biggest complaints about a carrier. As with all of the other quality issues, we have some serious challenges to figuring out exactly how to set up the customer service component of our churn-proofing activities. The topic of customer service in wireless is SO bro