Why is this happening? Steven says how we educate our marketers is a lot to do with it. Have we become too focused on marketing communications at the expense of customer retention?
So think twice before you slap on those extra fees. At the very least, track the change and see whether there are flow-on impacts on your customer churn and spending behaviour.
Do you want to add to today's whinge? Use the Talkback section at the end of this post.
See also: Tell 'Em the Real Price | BTalk Australia Significant changes to the Trade Practices Act have a big impact on how you advertise the price of your product.
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