The new plan was built around predictability, not a discount
Anonymised example
Customers were leaving because of an unpredictable end-of-month invoice, not because of price. A cheap plan wouldn't have removed that pain and would have cut revenue without affecting churn.
- Context
- The team was preparing a cheap plan to retain leaving customers
- Question
- What customers will pay for when price isn't the point
- Method
- 14 in-depth interviews with finance directors
- Decision
- Instead of a discount — a fixed invoice and limits
What changed after the research
The plan was reworked before release