00393nam a2200109Ia 4500008004100000245016200041260003400203260000900237300000900246500001300255650001500268170224s9999    xx            000 0 und d  aWe show that being proactive and encouraging customers to switch to cost-minimizing plans can, surprisingly, increase rather than decrease customer churn.​  bJournal of Marketing Research  c2016  a53:1  aFebruary  xMarketing.