cost to fix the problem?) and from a marketing and image integrity perspective (How will we repair the bad impression this deficiency has made on the customers?) The nature of the problem. The extent of the deficiency. The cost to repair the deficiency. The impact that the repairs will have on other areas. The current negative reputation that needs to be ad- dressed. eXcellence in Telecommunications The Telco Churn Handbook The costs and approaches associated with the reputation re- pair. Each wireless provider is unique, and deficiency scenarios can range from the trivial (e.g. we can't get coverage in a tunnel where no one else can provide coverage either) to the substantial (e.g. we are the only operator that is unable to provide service in the downtown area because our network infrastructure is weak). In all cases, a systematic approach is needed to review the situation and to make a decision based on the best interests for both the company and its customers. Call Quality and Coverage Problem Approach If a company identifies a potential churn problem because of call quality or coverage problems, the company can follow a sequence of steps to solve the problem: Step 1 - Identify that the issues are serious enough to warrant an impending churn event. Step 2 - Assess the potential revenue and image impact of the problem. Step 3 - Determine the amount that the firm is willing to invest in the problem. Step 4 - Invest in a solution for the problem (through network improvement and infrastructure overhaul). Step 5 - Invest in a campaign to convince customers that the problem has been corrected (direct mail to effected customers). Step 6 - Invest in a public relations campaign to adjust general consumer perceptions. This approach could be large, complex, and expensive, or it could be simple, straightforward, and critical to the long-term viability of the firm. It all depends on the conditions of the potential churn problem. Chapter 6 Branding and Image Maintenance Another way a company can prevent a churn situation fr