The telecoms market is rapidly becoming even more complex, with new communication-centric services available every day from a wide variety of providers both within and outside telecoms, increasing the risk of churn still further. With your control over your customer relationships now under threat from all sides, now is the time for you to begin developing customers as true assets to your company. This is likely to involve a total re-think of your current customer relationship strategy and a complete realignment of your organisation with your customers’ expectations, delivering total satisfaction at all times. Building true loyalty involves taking the ‘R’ in Customer Relationship Management further than ever before to develop a proactive, holistic, ecosystem-wide approach to total Customer Experience Management so that your customers become advocates for the products and services that you and your partners offer. Your customers are your assets: understanding their value drivers and delivering on those, nurturing their experience from Day 1 of their journey with you and delivering on your brand promises at every touch point will build their trust, loyalty and ultimately deliver a return on investment by reducing churn management costs and increasing customer lifetime value and profitability.