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For years we have measured operators' success by their ability to amass millions of clients. This starts as a network engineering and marketing challenge, but beyond that first step there is the issue of keeping up with customer preferences in order to retain those clients. This is where it pays to treat customers as individuals, and virtually every aspect of the operation requires a tool to support this approach. In this month's Telecom Intelligence Series we ask how well Latin American operators are pursuing this goal and see how today's support systems can help them.

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