I worked for the old and better AT&T for 10 years and it was on retention marketing. These years were in the great winback wars with MCI and Sprint where a new customer could get $100 for switching back. You remember those days? You had to stay for 6 months and then you could start the process again. People would complain that as a long time customer how come they couldn't get a check or at least a good offer. Well here's why and why I wonder how obama will measure a saved job.
The reason a new customer got $100 is because all of their revenue was new and the business case worked as long as they stayed for 6 months or so. Winback = created job. On the retention side you never knew who would leave AT&T so you applied our customer leave rate and came up with a number of