People have emotional connections to their service providers. When they leave, they break that emotional attachment. It's just the same as ending a relationship. I delivered this to a client a few years ago, and a recent CMO discussion re-surfaced the subject. "All I care about," he told me, "is love, empathy and emotion." Measuring and encouraging those things in your customers is important, but relationships are a two way street, and it's very difficult to demonstrate that as a brand. This presentation explores the feelings of people at the point of churn, and what they are thinking about their relationship with their service provider; and it then explores the stages of a typical analytically driven, and highly automated retention process