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Judgment & ambiguity · Decisions under uncertainty

A membership customer wants to cancel and is on the phone right now. The retention signals are contradictory — they say it's price, but their usage has been high and they've referred friends. Do you offer a discount, a different fix, or let them go, deciding in the moment?

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Stated reason and behavior are contradicting each other here, and behavior usually tells the truer story — high usage and active referrals are not the profile of someone who genuinely can't justify the price.

The full answer: structure, worked example, likely follow-up.

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