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The Loyalty Paradox—Why Helping Customers Spend Less Increases Their Lifetime Value

Jul 10, 2025

Marketing leaders talk a big game about “customer-centricity,” but too often that phrase is code for “sell harder with friendlier emojis.” In Belgium’s hyper-competitive telco market, Telenet turned that trope on its head. Instead of nudging customers to upgrade, the company built a program that sometimes recommends downgrades—on purpose.…

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