Description: Moving things along, one post at a time...
Have you noticed how many companies will have special deals and promotions, with the small caveat, “*Only for new customers”?
It makes sense; you are willing to expend some effort, reduce some initial payment, or give something away, in order to acquire a new customer. Presumably, if this customer stays with you, reordering your product or paying you a subscription or monthly service charge, you will recoup that initial investment some time in the near future.
The problem is when you do the insane opposite: Your customer is going to renew a commitment to you, and you charge them a new fee. For that customer, this new fee is a signal, or a wake up call, and to “shop round since you really aren’t appreciated here”.