Ripoff existing Customers

I got my Bennetts Motorcycle annual renewal and as usual it had gone up which in this day and age we all expect a slight increase however not a 40-45% increase! I did an online quote to see if I could get it cheaper through a comparison site and 5 other companies came in below my annual quote ( all with exactly the same cover and some with less excess!) I then phoned to query / cancel my renewal and the assistance asked for reasons why I wasn't renewing. After hearing that I was disgruntled about the unjustified 40-45% rise in premium the assistant asked if I could hold the line to see if he could get the quote down cheaper for me................2 mins later he was back on the phone with a quote close to my previous year. I then asked how was this possible to give me a better deal over the phone and why wasn't I sent their best price as a renewal quote in the first place? The answer the assistant gave was that it was an automated computer generated quotation that is sent as a renewal and sometimes they can be wrong or overinflated. I took the reduced renewal and have stayed but my gripe is surely as a business you would think they would be trying to give the best price to keep loyal customers, I also think its a money spinner for them as they probably rely on most people not doing a comparison or questioning the hike in premium????
The cover is fine it's just the underhanded renewal scheme they have I disagree with and see it as ripping people off unnecessarily.