Customer retention is the key business issue for telcos at the end of the 1990s. Effective churn management allows a telco to stay ahead of its competitors, increases profitability and improves investor confidence. There are no simple solutions; telcos must adopt aggressive strategies which cut across the customer lifecycle and underpin all business processes. This manual from Chorleywood Consulting is a practical guide to telcos aiming to lay down winning strategies for promoting customer retention. It looks in detail at the ways in which telcos have attempted to retain their customers and at how successful they have been.