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why do new customers get better prices than loyal customers

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I called att and pretended to be a new customer and I was able to get the current plan I have for almost $30 less. This is not a promotion either, just one line and all the same options. $30 difference per month. I tried to talk to customer service to ask if they could offer me a discount, and all I got was "can't help you" and some attitude. They even agreed that the only way to get a lower rate was to switch carriers. Wow! Been a loyal customer for nine years, but any joe off the street can walk in there and get the same plan I have for $30 less. Ridiculous. And yes, I'm writing this in the hopes that someone who cares and works for att will read this and try to keep me as a customer. Or else I'm gone.

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