I would like to know why Vodafone never rewards its loyal customers even during bkavk Friday month? Prices are still high no specials to keep long standing customers

I would like to know why Vodafone never rewards its loyal customers even during bkavk Friday month? Prices are still high no specials to keep long standing customers. I've been with Vodacom for more than 25 years still no rewards. I don't miss payments, don't think of jumping ship but still, you don't try harder to keep customers. Today I contacted Vodacom for an upgrade