It doesn t take much to convince Gene Shuldes that retention marketing works.

As vice president of Encore Marketing International s membership services, Shuldes decided to revamp the way telemarketers approached calls from thousands of credit cardholders who were dialing in to cancel travel club and other membership programs that sell for $59.95 to $99.95 a year. This can be a profit center, Shuldes says of the company s retention efforts.

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