DataCo. will present "The Retention Imperative" workshop at the Loyalty Expo on May 31. This whitepaper is a pre-learning piece, designed to provide attendees context on the workshop prior to the event. An Excerpt: "Churn has become the major issue for many businesses in today’s economy, and it may threaten their existence if they panic and lose sight of some key drivers to address it. Unfortunately, as budgets get stretched, shortcuts get taken, and desperation takes residence in the Marketing Department, the chance of a miscalculation increases dramatically. Recently, Forrester released a study predicting that nearly 50 million Home Phone/TV/Internet/ and bundled services customers will churn in 2009. In fact, they reported that one in seven of these customers said they’ll churn within the next six months.[1] It may well be impossible to replace a customer base with a turnover rate in excess of 26% using yesterday’s strategies."