Pricing matters when it comes to your customers' experiences and loyalty! You are not quite sure? Let's do a short quiz:

Have you ever:

• Left a rental car counter flabbergasted by the final price?
• Given up on finding a new mobile phone plan when the sheer number of options obscured the best choice?
• Checked your latest bank statement only to find an unexpected new fee?
• Squeezed into a middle airplane seat because the alternative meant shelling out $20 for a preferred seat assignment?