YOU ARE AT:Archived ArticlesGTE USES CARTOON ROMANCE TO PROMOTE WIRELESS CHURN PRODUCT

GTE USES CARTOON ROMANCE TO PROMOTE WIRELESS CHURN PRODUCT

TAMPA, Fla.-GTE Tele-communications Services Inc. has designed an animated electronic presentation on computer disk to promote its ChurnManager system.

The disk, called “Wireless Romance, or The True Life Story of Senseless Customer Churn,” is part of a direct mail campaign that is being distributed to more than 100 wireless providers across the country, and is written and illustrated in the style of a newspaper comic, said the company. The story depicts the carrier as a rejected but determined suitor and the customer as a disenchanted love interest.

Pointing to such issues as dropped calls, disappointing service and other more attractive offers, the customer is ready to say goodbye to the carrier, until the carrier learns about GTE’s customer retention system.

According to GTE, as many as 35 percent of subscribers will break off their current relationships with their wireless providers. With deregulation resulting from the telecom act and the advent of personal communications services, the wireless market is becoming more competitive. At the same time, revenue per customer has dropped while the cost to acquire new customers is at an all-time high, said GTE.

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