lence in Telecommunications The Telco Churn Handbook Geographic Options Geographic criteria can also sometimes add useful content to the segmentation scheme. Applications of Base Segmentation Given all of these definitions and criteria for base segmentation, we are left with only one question: How will this segmentation be managed and applied? When to Build the Base Segmentation Base segmentation schemes should be built as soon as the firm opens its doors for business. When the network engineers are first planning the infrastructure for the network, those decisions must be incorporate base segmentation assumptions. If the company has been in operation for some time and no formal base segmentation exists, it should be developed as soon as possible. It is typical for incumbent monopoly telcos to function for years with no conception of what a base segmentation is. Having all business units understand and begin working with a base segmentation immediately is the best way to get your integrated CRM efforts off on the right foot. Building the Base Segmentation Should be a Formal Process The base segmentation is the foundation to your entire CRM capability. If all the members of the various departments recognize and utilize it as an official and crucial part of their success with the firm, then it will be used well. If, on the other hand, it is developed by a small group of people in a casual manner and circulated informally around the firm, there is little chance that it will be taken seriously. To guarantee that the base segmentation is recognized for what it is supposed to be, the responsibility for its development must be assigned to the appropriate group-the CRM organization. In addition to that, creation, approval, and distribution of that segmentation scheme to all parts of the business need to be conducted in a formal and Chapter 12 authoritative manner. The announcement about the nature, details, and intent for usage of the base segmentation should come from the CEO or the Board of Directors directly to all em