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SERVICES MARKETING ASSIGNMENT 1 SUBMITTED TO: DR. ANAND KASTURI IIM BANGALORE ON AUGUST 2, 2004 SUBMITTED BY: SAURABH BHARGAVA [0311146] Hutch is one of India's leading cellular operators with a strong presence in several major mobile circles. Currently Hutch provides several innovative services for both individual customers and corporate. However, like other cellular service providers, it suffers from high churn rate. This happens due to * Fierce competition in the communication industry that has seen constant roll out of various innovative services from different competitors. * High cost of the service as perceived by the customer * Issues with connectivity * Poor customer service * Relocation of customer to another circle Hence today Hutch needs a effective program to reduce churning. One of the efforts made by Hutch in this direction is in the form of "Retention" team. The job of this team is to contact those customers who wish to terminate their relationship with Hutch and try to find out the...

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