Case Studies: Consumer Services

How Airtron Used Customer Evidence to Guide a Sensitive Pricing Decision

After several years without increasing the price of its monthly HVAC maintenance plan, Airtron was considering a modest $1–$2 monthly increase. From a financial standpoint, the increase appeared reasonable. But Airtron also knew that customers do not always react to price changes based only on the dollar amount. Previous price increases had created attrition risk, making this decision more sensitive than it appeared.

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