Celulares Telefonica Plans Wireless Expansion

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Marketing services provider Epsilon yesterday announced an agreement with Celulares Telefonica, the second-largest provider of wireless services to Puerto Rico.


With the goal of expanding Celulares Telefonica's customer base by more than 75 percent over the next five years, Epsilon will create and manage a marketing system that includes a technology infrastructure consisting of marketing analytic, campaign management and decision support tools.


Additionally, Epsilon's analytics team will profile existing CTI wireless customers and use these models to forecast customer value and customer churn.


Epsilon, Burlington, MA, will use the data in targeted marketing campaigns for CTI designed to prevent customer attrition, acquire medium- to high-value customers and build customer loyalty.


Epsilon said growing market demand and increasing competition are spurring Puerto Rican communications service providers to make customer relationship management a priority.


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