In this video, I share a real experience that shows how quickly a loyal customer can be lost when a company mishandles a price increase. After five years on the same plan, my rate suddenly more than doubled without any notice and with reduced benefits, leaving me questioning the company’s decisions and communication.

You’ll hear the full story, how it felt from the customer side, and why even one poorly handled change can break long term trust. If you make pricing decisions in your business, this is a reminder to stop and look at those choices through your customer’s eyes.

Watch to consider how you might respond in this situation and to rethink how your own business communicates value and change.