Migrating Customers to a New Pricing Strategy

This masterclass walks through how to migrate existing customers to new pricing without triggering unnecessary churn or sales chaos. It focuses on customer segmentation, communication strategy, and negotiation guardrails, helping teams execute migrations that are deliberate, defensible, and commercially effective.

Host
James Wilton

Table of Contents

Duolingo's AI Strategy
Key Learnings from Duolingo's approach
Looking Forward - Strategic Pricing Priorities for Duolingo
Example H5

Key Takeaways

1. Messaging Can Make or Break Your Pricing Migration

The way you communicate a pricing change matters just as much as the change itself. Clear, empathetic, and fairness-focused messaging helps customers see the rationale behind the shift.

2. Segmentation is Critical—One-Size-Fits-All is a Recipe for Disaster

A blanket approach to pricing changes is a fast track to high churn. Instead, segment customers based on revenue impact, price sensitivity, and how far they are from their ideal pricing.

3. Target and Walk-Away Pricing Maximizes Value Capture

A flat price increase across the board? Not the move. Instead, set a target price (ideal) and a walk-away price (minimum acceptable increase). This gives sales teams the flexibility to negotiate without unnecessary discounting. Layer on strong sales incentives to encourage pricing discipline, and you’ll see higher deal value and stronger renewals.

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Recording

Migrating Customers to a New Pricing Strategy

This masterclass walks through how to migrate existing customers to new pricing without triggering unnecessary churn or sales chaos. It focuses on customer segmentation, communication strategy, and negotiation guardrails, helping teams execute migrations that are deliberate, defensible, and commercially effective.

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