ommon sense can help serve as good decision-making tools for your pre- emptive campaign. LOYALTY PROGRAMS There is more that a company can do to prevent churn than simply upgrade its overall customer satisfaction. More forward thinking companies have been very successful at implementing different kinds of customer loyalty programs. These programs actually prevent churn because, when they are implemented properly they can create a strong bond between the customer and the provider. The history of marketing is full of stories about successful and interesting loyalty programs. Loyalty programs create a bond between the customer and the supplier that goes beyond the plain transactions that occur. These programs actually move both parties into a more substantial kind of relationship. There are many kinds of loyalty programs. Some are easily adapted by the wireless provider and some are not applicable. It is worthwhile to examine some of the more popular loyalty programs. Sponsorship One way that companies can highlight or differentiate themselves from the competition is by sponsoring some kind of activity, event, or cause. The act of sponsorship often creates a situation where customers develop a special connection with the company. When a company provides substantial leadership or sponsorship in a group, organization, or cause, the customer will often view the company in conjunction with the entity that the company is sponsoring. This scenario creates a customer loyalty toward, not only, the cause, but also to the company affiliated with the cause. For example, a person who feels strongly about finding a cure for cancer might develop a very strong sense of loyalty to a company that donates 5 percent of its profits to cancer research. Another customer might feel that it is worthwhile to support a company that is sponsoring a local trade fair. In many cases, a company that sponsors local business activities causes people to associate it with Chapter 6 an effort toward building a strong local economy. This not only enhan