ag Effect Addressing Long-Term Customer Contentment Intimacy Issues Advertising, Marketing, and Timing Measuring the Effectiveness of Marketing and Advertising Chapter 20 Reporting About Churn A Systematic Approach to Churn Diagnosis Step 1 - Determine the Current Market Saturation Determine the Market Life Cycle Stage Determine Current Market Penetration Defining the Churn Pressure Index Step 2 - Raw Churn Counts Headcount Metrics Account Cancellation Metrics Revenue Metrics The Need for Regular Churn Reporting Step 3 - Define the Churn Types Types of Churn Battling over Churn Categorization Step 4 - Churn Reason Collection Billing System or Customer Service System Entries Direct Identification Using Exit Polls Alternative Churn Report Formats Viewing Churn by Different Dimensions Chapter 21 Sales and Promotions: Selling Relationship Plans Rate Plan-Based Offerings Changing the Consumer Shopping Cycle What Consumers Shop For The Rate Plan Rate Plan-Based Business Model Weaknesses No Differentiation of Product or Service No Reason to be Loyal Attacking the Rate Plan Assumption Changing the Rate Plan paradigm Relationship Plan based on Internal Differentiation Internal Differentiation - Network Quality Passive Differentiation Creating the Relationship Plan Relationship Plan-Based Sales Organization Table of Contents Being More Selective about Who You Sell What to Increasing the Sophistication of the Sales Process Accountability for Long Term Health of the Relationship Chapter 22 Customer Service: Champions of the Customer Relationship Manage- ment Mission The Customer Service Legacy Echoes of the Monopoly Model A Model Reflected in All Industries Why This Model Cannot Work Anymore The Customer Service Value Proposition Incongruous Objectives Customer Service Missions Acquisition Responsibilities Affinity Responsibilities Wallet Share Responsibilities Loyalty Responsibilities Creating New Capabilities Support Systems Caliber of Personnel Customer Service Role in Product Definition Chapter 23 Advertising, Marketing,