Loyalty discount
A retention discount offered to existing customers — often only when explicitly asked for.
Updated 5/14/2026
Definition
A pricing concession offered by a provider to keep an existing customer, typically delivered through a retention team. It is rarely applied automatically — most providers only offer it when the customer raises the issue.
Why it matters
Long-tenured customers frequently pay more than new sign-ups. Asking for a loyalty or retention discount is the single most reliable way to close that gap without switching providers.
Example
A 5-year cell carrier customer paying $85/month can often be moved to $55–$65 simply by reaching retention and asking for the new-customer rate.
In BetterBill
BetterBill's negotiation messages explicitly request retention pricing and loyalty waivers — phrasing tuned to how retention agents are scored.