Your Best Digital Customers - Who Are They?

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Executive Summary

In nowadays' cable industry, customers are far different today than those in the days of the truck chasers, the ones who ran after installers' trucks in hope of getting their HBO or MTV. Now customers face a multitude of choices for media, entertainment, and telecommunications. They're not chasing down cable trucks - they're pursuing value, price, quality, and service. Cable offers the best broadband products on the market today. But if cable operators are going to reduce digital churn, fend off satellite providers, meet customer demands for high-speed Internet and telephony, and grow video-on-demand and other new services, they must leverage their best understanding of each customer. It all begins by knowing your customer better and better using that knowledge.

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