ch customer for a health check on the relationship on such a regular basis. More importantly, such a eXcellence in Telecommunications The Telco Churn Handbook technique would quickly be perceived as extremely intrusive (like the nagging spouse who never stops asking the same questions). Although the phone company might want to be more intimate with consumers, few customers are really keen on discussing phone service on a monthly basis with their providers. Neglect - The Absence of Intimacy Although customer satisfaction queries can be inappropriate, intru- sive, and irritating, completely ignoring customers, while continuing to send them arbitrary messages, is also less than optimal. Somehow, a balance between these extremes is required. Appropriate Intimacy - The Role of Segmentation and Market Research Luckily, there is a solution to this dilemma. Although we cannot afford to work with each and every individual customer, we can work with each of our primary customer segments as if they were individuals. In fact, that is precisely the reason we created the segments in the first place. To determine how well our efforts are impacting each of the segments, all we need to do is conduct periodic (monthly or quarterly) market research and focus groups. This segment-based activity provides the customer relationship management groups with the feedback required to maintain good relationships on a long-term basis. Advertising, Marketing, and Timing The advertising and marketing groups, then, are challenged to manage timing in a very different way. Their job is to track the history of the relationships the company has maintained with the customers within each segment and to set goals that allow them to accomplish their objectives in the same long-term way. Chapter 19 Measuring the Effectiveness of Marketing and Advertising Just as with the other organizations, measuring the effectiveness of marketing and advertising in the telecentric organization is complicated. Now, measurement involves not only the effectiveness in an i