ce in Telecommunications The Telco Churn Handbook Churn Helps You Learn about Your Business When the telecommunications executive is faced with churn issues for the first time, it can be a most un-nerving experience. Suddenly, the corporation realizes that it does not have any idea who their customers are or what they want. Learning about Who Your Customers Are Churn is an incredibly complex and personal decision for most people. This means that, to truly address churn in an efficient manner, you have to figure out exactly who your customers are. Churn management strategies that treat all customers as basically the same yield very poor outcome and, as we will show, result in giving away revenues that don't need to be lost. Learning about What Your Customers Want Aside from figuring out who your customers are, you have to come up with some way of determining exactly what these customers want and need. "I know what they need." you may be thinking, "They need phone service!" Well, let's hope that is not what you were thinking, because this simplistic view of the industry went out with the rotary telephone. Diverse customers have diverse sets of needs, and those wants and needs are changing as new technologies become available. Survival for the telecommunications firm of the future will depend, not only on their ability to figure out who their customers are and what they want today, but to anticipate the needs those consumers will have in the future quickly, accurately, economically, and before the competition figures it out. Learning about What Your Company Should Do Next This then brings us to the real lesson that churn has for you and your organization. Churn can teach you how to run your company differently. It can teach you to run it, not driven by the requirements of the technology, but by the needs of the consumers. Learning Chapter 1 how to anticipate customer needs and building an organization that can respond quickly to those changes in needs are the keys to your success in the future. Churn gives you the i