finity. You may recall that the customer affinity mission is concerned with the development of positive customer feelings toward the organization overall and the company's delivery of a quality, consistent brand image. The affinity KPIs are typically associated only with the advertising organization, but consider for a moment how large of an impact customer service has on how customers feel about the company. Although advertising promises a positive experience when dealing with the telco, it is customer service that either delivers, or fails to deliver, that promise. Because of this, it is critical that the customer service organization be rated on the affinity that it creates. eXcellence in Telecommunications The Telco Churn Handbook Wallet Share Responsibilities Probably the easiest part of the customer service mission portfolio to realize involves motivating customer service reps to exploit customer service events to expand the range of goods and services the customer uses. Many organizations attempt to realize this vision in many ways, but just as we find that customer service organizations, systems, culture, and personnel are ill-equipped to deliver sales and acquisition support, we also find they are hampered in their ability cross sell. Loyalty Responsibilities Many organizations have already realized that the customer service organization is the best group to employ in an effort to prevent churn and build loyalty. However, what is missing is actually making that organization responsible for key performance indicator numbers in this area. CREATING NEW CAPABILITIES Assuming that our goal is to expand the mission of customer service to embrace all of the WAR metrics, it becomes clear that the realization of these goals will require a restructuring of the customer service organization itself. Support Systems What needs to occur to realize this vision of the new, improved customer service organization is to create a working environment where customer service reps can deliver quality, informed, and action-based