Question
Question 3: Evaluating customer profitability You own a credit card company. You want to evaluate the profitability of customers A and B. customer A customer
Question 3: Evaluating customer profitability You own a credit card company. You want to evaluate the profitability of customers A and B.
customer A | customer B | |
credit card balance | $2,000 | $800 |
number of transactions | 200 | 80 |
number of customer-support calls | 80 | 4 |
The only source of revenue from customers is the interest that you charge on credit card balances. You charge customers an interest rate of 30%. Thus, if the credit card balance is $1,000, revenue is $1000*0.3=$300. Variable costs are zero for simplicity. From your ABC system, the activity rates are $0.75 per transaction and $6 per customer-support call. a) Compute revenue, costs, and profit margin for each customer.
customer A | customer B | |
Revenue | $ | $ |
Variable costs | $ | $ |
Contribution margin | $ | $ |
Allocated costs - transactions | $ | $ |
Allocated costs - customer support | $ | $ |
Profit margin | $ | $ |
Enter negative numbers with a minus sign, i.e., a loss of $200 should be entered as -200, not as (200) or ($200). b) One of the customers is unprofitable. What can you do about this customer? (select all that apply)
increase the interest rate
"fire" the customer
you cannot do anything -- regardless of what you do, about 40-50% of your customers will be unprofitable. That is just the cost of doing business
limit the number of free customer-support calls
If you get rid of customer A, profit will:
remain the same in the long termincrease by $30 in the long term decrease by $600 in the long termdecrease by $30 in the long term
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