is generated. Pricing Discontent For example, it is the marketing organization that sets pricing programs and pricing policies for customers. Typically, pricing programs are developed to cover long periods of time (three or six months - one, two, or three years) and they bind a customer to a particular rate. In a market where prices are dropping quickly and radically, customers may find themselves holding a contract at a rate-per-minute far higher than they feel is reasonable based on current prices offered by competitors. eXcellence in Telecommunications The Telco Churn Handbook Wrong Image Broadcasting In a similar vein, consider the company that spends millions of dollars on an advertising campaign to appeal to the young, liberal, free-spirited teenage market, associating their telephones with youthful energy and exuberance. This message, while appealing to one segment, could potentially disenfranchise a large group of existing customers who are older, more conservative, and business oriented. They could interpret this advertising message as implying that the telco is not dependable, frivolous, , and high priced. Great Advertising, Terrible Service Probably, the most nefarious of mixed messages customers can receive is a bombardment of advertisements about great line quality and friendly customer service. These advertising messages may drive the customer to your firm, but failure on the part of customer service and network management to deliver what has been promised will change consumer attitude about your company. The Time Lag Effect Although powerful advertising images and aggressive pricing may have driven the customer to the company to begin with, those same activities can have the opposite effect as the duration of the relationship with the telco lengthens. The reality is that the customer does not stop having feelings about the company when the advertising messages stop. As the relationship continues, customers will remember old messages and interpret new ones based on that history. The challenge in add