Customer support costs – should “difficult” customers be charged more?
A simple answer to the question posed in the title above is yes. This is because such customers use up more time and resources and should be charged more. If you have learned activity-based costing or activity-based management in your studies of management accounting, you will also know that such techniques try to allocate costs based on the resources used. Thus, a more time-consuming customer will pay more.
Of course, it is not that simple. You may not be able to charge customers more, or your business may be a service provider with back-end or post sale support. The latter case is what inspired me to write this post. My better half works for a large financial institution. She often tells me how customers are asked several times for the same thing e.g. documentation to prove their address, their age or even their identity. Some seem to ignore requests, not provide full information or deliberately try to hide some information. Getting back to the customer a second or more times adds to cost. Thus, the management accountant in me thinks I should charge these customers more. In normal circumstances no organisation would. But what if, as a bank for example, I asked a customer three times to provide a scan of their passport for identity purposes and each time they blanked out the date of birth? This would imply much more effort (and cost) was needed than should be. If it were up to me, I would say to the customer “ok, €/$/£25 please, as you as wasting time”. I guess no banks would be gutsy enough to do something like this, but maybe it would make for greater efficiency as customers would comply more the first time. I am just using a bank as an example here, I am sure there are many other scenarios where customers could be dissuaded by threat of a greater price/charge like this.