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Several years ago, while selling software in the British telecom market, I met the CMO of a smallish network operator. He described the issues his business was facing, and when I asked him his churn rate, he replied, almost casually, that it was "about normal for our industry: 37 percent." He must have seen my jaw drop, as he quickly abandoned his blase tone. However, his brutal honesty gave a young salesperson stark insight into the industry's attitude toward its customer base.
At our company, because pricing is so competetive, there is only one way to differentiate between our competitors. Customer service is the only way. When someone calls us and is listened to and given a superior level of service, thats how they realize they are dealing with a different company.
