The wireless industry is feeling an urgent need to keep customers happy before the advent of a new government rule on switching services. Starting in November, customers will be able to keep their old phone numbers when switching wireless services.



The so-called number portability rule scares wireless companies because it essentially makes it easier for disgruntled consumers to go elsewhere. And in the $91 billion wireless industry, winning and retaining customers is what it’s all about.

“This is a wakeup call,” said Rich Nespola, chief executive of management consulting firm, the Management Network Group Inc., or TMNG.



As the deadline nears, wireless companies are now trying to head off the potential damage by making network improvements, re-evaluating customer service, and stepping up their marketing.



According to a recent study by TMNG, 24 percent of large businesses — the most likely segment to take advantage of number portability — are ready to switch services.



The research also found that 33 percent of businesses that use more than one carrier are likely to consolidate their wireless accounts to a single provider.



“What you’re going to see now is a lot of positioning, a lot of repairing and a lot of bridge-building,” said independent telecommunications analyst Jeff Kagan.



“That comes both on the perception side, where you see a lot of advertising and marketing, and a lot on the reality side, which is improving the systems and the operations.”

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