sponse to changing market conditions. This kind of capability, involves more than a sliding scale. There are many special challenges to creating this kind of offer. First, you need to create a program that prevents customers from continuously and constantly renegotiating because that would increase the cost of the program far beyond the benefits. Second, you need to package the pricing program SO that consumers do not feel that they are being cheated or that there is free money available for the asking. The program needs to be structured SO that consumers understand that they are involved in a risk/reward transaction, not a something-for-nothing situation. The Consumer Price Protection Plan The concept of a consumer price protection plan is a good example of a flexible pricing program. In an environment of radically changing prices, assuring customers that you will protect their investment in your organization will address their foremost window of vulnerability. The Role of Customer Service in Renegotiability Introducing the concept of dynamically adjustable pricing programs presents a good case in point for the significantly more important role that customer service has to play in a more churn-responsive organization. To make a renegotiable price plan work, the customer service organization will have to be staffed with people capable of understanding renegotiation terms and these reps must be empowered to make those decisions. A New Technology Upgrade Component The second critical factor that telco product developers will need to build into their products is an automatic protection for consumers from the obsolescence of their (and the company's) technological investment. Although the telco may have the best quality products and services today, that does not assure consumers that they will continue to lead tomorrow. If the telco wants to churn-proof their offerings, then they must build product and technology evolution into the product definition. Just as the pricing component protects eXcellence in Telecommunica