 is smarter, nicer, more pleasant, better trained, and motivated will be attracted to the job only if the salary and bonus compensation packages are commensurate with the value that they will be delivering to the firm. A hybrid compensation scheme that is part commission, part customer service salary, and part bonus-based will clearly be in order. eXcellence in Telecommunications The Telco Churn Handbook CUSTOMER SERVICE ROLE IN PRODUCT DEFINITION With the more critical role that customer service will play, the ongoing support and services component will become a critical part of the relationship package that is offered to customers. The number, quality, training, and receptivity of the customer service organization to support relationship offerings created by product development will soon become the limiting factor on what product developers can actually hope to offer. Participation of customer service in the construction of a package will become a prerequisite to product roll-out. Chapter 23 CHAPTER 23 ADVERTISING, MARKETING, PRODUCT DEVELOPMENT, AND BRAND MANAGEMENT: REINFORCEMENT, NOT RECRUITMENT Although the managers of the more intimate aspects of customer relationships have a big role to fulfill in the amelioration of churn risk for the organization, this does not mean that those organizations responsible for the more impersonal and longer-range objectives can continue to do business as usual. The advertising, marketing, product development, and brand management groups also must change their basic mode of operation if a truly different approach to churn management is to become a reality. The constant theme throughout this book has been that churn is a problem created by the entire organization and can, therefore only be adequately addressed by the entire organization. We have also illustrated examples of how each customer touchpoint organization contributes to the churn problem. At this point, we are ready to take one last look at the less intimate customer relationship management functions (marketing, adv