It is a turbulent time for the communications industry, but also a time of great transition. While some companies in the sector are merely struggling to survive, others are rethinking their business strategies and redesigning their marketing practices to build more profitable, enduring relationships with their best customers. The leading edge companies are seeking new ways to set themselves apart from their less-savvy competitors and thrive in the coming years.

Successful communications marketers are now moving beyond the traditional practice of outbound marketing and are taking the steps necessary to drive new revenue through cross-selling and up selling. They are also addressing the increasing challenge of customer churn, which represents a major threat to all companies in the industry. These strategic players have stepped off the endless treadmill of customer attrition and acquisition. Rather than devoting all their resources to customer acquisition programs, they are investing in programs that increase the loyalty and profitability of their existing customers. At the same time, they are leveraging their existing call center and web-based infrastructures to manage customer-driven interactions with increasing skill and precision. All of these strategic investments are paying off in both increased profits and customer satisfaction.

As the diminishing returns associated with outbound, acquisition-focused marketing initiatives become even more apparent, leading companies are placing much more emphasis on inbound marketing and intelligent customer interactions as the means for building powerful customer relationships that boost profitable growth.