Copyright © Rob Mattison, 2005 Originally published in 2001 as "Telecom Churn Management: The Golden Opportunity" All rights reserved. Printed and bound in the United States of Amer- ica. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, with- out permission in writing from the publisher. Use of a terms in this book should not be regarded as affecting the validity of any trademark or service mark. Other Books by Rob Mattison: The Telco Revenue Assurance Handbook - 2005 Web Warehousing and Knowledge Management - 1999 Winning Telco Customers Using Marketing Databases - 1999 Data Warehousing and Data Mining for Telecommunications - 1997 Data Warehousing: Strategies, Technologies and Techniques - 1996 The Object-Oriented Enterprise: Making Corporate Information Systems Work - 1994 Understanding Database Management Systems, 2nd Edition - 1998, 1993 ACKNOWLEDGEMENTS I would like to acknowledge my very dear friends at IBM and in Indonesia, Taiwan, Turkey, Australia and the US. I have had the privilege of working with these people over the past few years and each of them has contributed SO much to my understanding of customers and the challenges organizations face when trying to serve them that I can never give enough credit to them and the many others involved. Paulo Costa, Euinoung Han, Eric Wang, Tri Hersanti Boediman, Rudy Ardiman, Jessica Sung, Alan West, Esra Cizmeci, Henry Ho, Russell Ives, James Hwang, Benson Wu, Vivian Lo, Jessica Wu, George Chiu, Richard Chiang, Eliza Lin, Johnson Yuh, Johnson Hu, Rayoung Yu, Ben Huang, Dean ting, Vivian Tang, Jin-Lin Liang, Y.C. Chang, Joseph O'Konek, M. Aman Jaujhari, Adi Subronto, Sarwo Santoso, Arndold Mamesah, Hari Sungkari, Halim Mangunjudo, Noor Wahid, Pungky, Handi, Nurul Hermina and Pak Maman, Mine Alpar, Ilker Kocak, Gurkan Sarioglu, Murat Akman, Bruce Hawken, Kathleen Meyer, Fran Bossert, Mark Legassick. A very special credit 