 have managed to get control over their churn situations and have leveraged the situation to turn it to their competitive and strategic advantage. The Churn Buster team has helped many organizations to see past the churn crisis that most organizations try to avoid and instead to embrace it as the churn opportunity that they SO desperately want and need. We hope that you read it, enjoy it, and find it useful in your own churn battles. eXcellence in Telecommunications The Telco Churn Handbook Chapter 2 CHAPTER 2 TELECOMMUNICATIONS: AN INDUSTRY FOUNDED ON CHURN The key to taking advantage of churn is to appreciate the factthateveryproduct and service that you offer consumers has a very limited shelf life. Telecommunications innovation can make your current offering obsolete long before you get a chance to really exploit it. The business of the telecommunications providers is not to find "the best" telecommunications technology and then offer it to consumers for as long as possible, but to learn how to "read" the customers' need, and the changes in technology and to provide customers with the optimum progression of technological stepping stones that will bring them to the future. Your objective is not to provide them with their last telecommunications product, but with their next one. It is actually quite odd that churn should be such a special problem for telecommunications companies. After all, churn is nothing more than customers exercising their rights to change the company from which they purchase a product or service. eXcellence in Telecommunications The Telco Churn Handbook ALL INDUSTRIES HAVE CHURN To understand why maintaining customer loyalty is SO difficult for the telco provider, you first need to understand the basic differences between the various industries and the way they maintain relationships with their customers. There are many different industries dedicated to meeting the needs of consumers. Banking, retail, airlines and auto manufacturers, all of them have customers and all of them have to deal 