| Editorial |
 The Voice of Your Community — Knowing How to Leverage it
Community generated content is all the rage these days. You see it on the established brands like Amazon, eBay and Flikr. You see it on all the new social shopping sites like Kaboodle or ThisNext. Then there are sites like Wikipedia or Yelp that are comprised solely of community content. The decision that many corporations face is how to determine what kind of community content to adopt and how to leverage its voice during the sales cycle.
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| Highlights |
 Customer Defection: a Signal for the Spanish Telecom Market
The world is becoming generally more mobile and less loyal. With the mobile telecoms industry showing high levels of customer defection throughout Europe, it is no wonder marketers are becoming obsessed with retention strategies. Yet despite all the effort and investment going into customer retention and loyalty, the effective strategies implemented by well known success story companies are not yet the norm.
by Giovanni Pellegrini, Sales Director Southern Europe
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