July 2002
Intermediate to advanced
264 pages
8h 28m
English
Content preview from Customer Relationship Management Systems Handbook
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142 Customer Relationship Management Systems Handbook
Corporate Background
AT&T Wireless Services is one of the world’s largest wireless services providers
and, like other companies in the highly competitive, rapidly changing com-
munications environment, faces several challenges in terms of customer reten-
tion. AT&T Wireless offers cellular and digital voice, data, and messaging
communications services to more than seven million customers worldwide.
In this sector, as in other business sectors, customers can and do change
suppliers regularly — customer churn — as described in Chapter 1 of this
Handbook.
In an earlier data warehousing project, the company had established a
database environment to address sales and marketing initiatives. At one of the ...
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