Competitive crunch and convergence in the $4 trillion dollar global communications marketplace is fueling increased customer churn, and testing customer loyalty. Marketers are facing unprecedented challenges in building loyalty and retaining customers as cut-throat competition and new service models undercut pricing, prey on lucrative customers and disrupt established markets. The industry study -- Service Invention to Increase Retention -- benchmarks how the communications industry is responding to interactive digital media channels, social networks, mobile messaging devices and online communities, leaving companies scrambling to retain subscribers, induce loyalty, improve customer satisfaction, and deliver appealing revenue-producing services.

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