With continuous promotion of attractive deals designed to hook new customers, telecoms consumers are more promiscuous than ever before, says Servista's Scott Sunderman.
Keeping in mind the oft-cited statistic that it costs 10 times as much to acquire a customer as to retain one, annual churn of 40-80% doesn't a business case make. If service providers can cut budgets by 90% but still have the same number of customers, surely it's time for them to turn their focus from acquisition to retention.