Developing retention strategies based on customer profitability in telecommunications : An empirical study

  • Evangelos Xevelonakis
  • Published 2005
Research evidence shows that telecommunications companies fail to make their CRM efforts pay off. This is probably due to a lack of capability to develop effective customer strategies based on customer profitability. Reducing the churn rate in the industry is not enough. Companies must be able to plan and execute profitable campaigns, taking into account… (More)