 absolutely necessary (such as when the contract expires or when a radically new technology or pricing structure is introduced) will make the purchase decision and then let that decision slip low on their list of priorities. Once the decision has been made these customers prefers to never see an ad or hear about phone service again. On the other hand, consumers who are very proactive about phone service and believe that constant scrutiny of prices and options is warranted will be revisiting the negotiation zone on a regular basis and will appreciate much additional stimulation. Our model of loyal customer relations maintenance, therefore, is further complicated by this fact that not all customers will react in the same way to the same messages Some will respond to an approach positively (become more loyal) while others may react negatively to the very same actions (less loyalty). Emotional Investment in First-Time Subscription By viewing the customer relationship zones as zones of emotional investment on the consumer's part, we develop a better understanding of not only the sales process but of the loyalty process as well. As consumers go through their day, they choose to invest more or less energy and attention in what is important to them. They are made aware of wireless companies and services from advertisements, friends, and associates. As their interests gets piqued, they pay more attention, become familiar with the alternatives, and begin to develop a preference. When their interest level is high enough, they will try on the possibility of buying a phone, and the negotiation process begins. Eventually, the decision to buy is made. After that, the customers expect to cut back on the energy invested in the process. Their expectation is that the service will meet their needs. So they back away from the transaction and negotiation phases into the more passive awareness and familiarity zones. If the telco is lucky, the eXcellence in Telecommunications The Telco Churn Handbook customer will stay in these more pas