Situation As a reseller of long-distance service, you continue to face competitors in your market that are strategically and financially working to acquire your customers. The stakes are high. Recent industry analysis estimated that the new competitors in the market could achieve 21% share by 2006.

As a telecommunications company operating in this competitive environment, Sprint Wholesale understands the need to have plans and materials in place to help you proactively maintain customer loyalty. While results may vary, materials provided in this retention campaign have been found by industry marketers to effectively help reduce churn.

Objective You understand that in today’s economic environment, customers are even more concerned with reducing costs. You know it and your competitors know it, and that makes customer loyalty susceptible. The objective behind this campaign is to keep your customers loyal to your company by improving their satisfaction through new products and special savings offers.

Strategy While it may not be possible to satisfy all customer requirements, strategic database marketing can help in your efforts to identify and proactively target your most desirable long-distance customers. And you can offer incentives to maintain your company as their primary service provider. When selecting incentives, to combat your new competitors, extend those incentives over several months to coincide with your most intensive advertising and marketing efforts.

Target Audience Usually it’s the heavy long-distance users and the technically elite customers that are most vital to your business. For this campaign you may want to consider a high monthly spending target so you are focusing on your most lucrative customer base.