Customer profitability analysis
Main
objective of this study is to determine the impact of activity based
costing(ABC) on the customer
profitability analysis (CPA). Previous studies have examined the importance of
customer profitability without checking the potential usefulness of ABC to
develop CPA.
Customer
profitability analysis can use for any income increases by using any strategic
decision, such as change of delivery term of a contract up to terminate business
dealings of unprofitable customer.
Researchers
state that if customer related cost can be reduced without any change for
customer experience or while maintaining the quality of the product or service,
there is a impact on customer profitability. It is necessary to distinguish the
characteristics profitable from unprofitable customers.
Researchers
have identified four expense categories impacting on customer profitability
1.Purchasing
Patterns and customer profitability
2.
Delivery Policy and customer profitability
3.
Accounting Procedure and customer profitability
4.
Inventory holding and customer profitability
According
to the activity based concepts are
paramount important to focus on customer profitability. There are three types
of customers who are potentially unprofitable however might be retained
(1) New and growing customers, who promise profitable
business in the future and may provide a stepping stone for penetrating
lucrative new markets;
(2)
Customers providing qualitative rather than financial benefits, including
customers at the edge in the development of new markets who provide valuable
insights into likely trend movements in consumer demand;
(3)
Customers providing increased capability because of their status as recognized leaders
in their markets or fields of expertise.
Researchers
request to negotiate with customers to influence the behavior in a way it is
profitable to organization without compromising customer satisfaction. Improved negotiations might include
Non-cash incentives from sunk-cost investments –
Restructure
of delivery runs to create a more timely but less frequent service for the
customer;
Capacity
maximization on delivery runs that are required for profitable customers by
offering a more frequent service for the potentially unprofitable customer with
unpredictable demands;
Purchase
of equipment on behalf of customers which they can use rent-free, in lieu of
discounts and/or agent’s commissions. The cash saved on reduced
discounts/commissions potentially should exceed the cost of the asset.
Additionally, ownership is retained and a stronger bond is forged with the
customer, thereby generating greater negotiating power in future;
Free
short-term financial advice which will create efficiencies for the customer,
leading to reduced internal workload and consumption of resources;
New
products at no cost in return for reduced discounts, to serve a dual purpose:
improving customer profitability while providing a useful vehicle for the
promotion of new products;
A trade-off
between quantity discounts and settlement discounts that minimize the costs of cash
overdraft and maximize long-run production scheduling.
The
most important point of customer profitability analysis is that management
should aware about the unprofitable customers and make more attention in
developing strategies to minimize the losses or make the customer profitable
without reducing the customer satisfaction.
Resources
allocation to activities provide clearer picture of resources consumption by customers.
Using activity drivers will assist to assign activity cost to customers. Turney
and Stratton developed an activity-based model using micro and macro activities
which easily assign the cost to final products.
Customer
costing objective – depicting the profitability of a customer using the cost of
macro activities;
Performance
improvement objective – isolating detailed areas for potential improvement by focusing
on micro activities.
How ABC important to Sri Lankan Companies
If you look
at Asia’s top 100 companies, top 100 brands, etc there is hardly any Sri Lankan
companies in the list. Countries who are less developed than Sri Lanka like
Pakistan, Vietnam even have some presence. We have failed due to so many
reasons. One main reason is Sri Lanka does not have sustainable product or
services to offer to the world. We are unable to compete with the low price
high quality products in the market.
Only a few
Sri Lankan companies practice the activity based costing which directly
supporting to total quality management (TQM), 5-S system etc. Practicing ABC costing will provide
manufactures or service provider some clear picture about high cost pools. So
they can attack high cost areas by adding high technology, streamline the
processers, bringing new concepts, product modification, outsourcing etc. Sometimes they may have more involve in low
cost pools which is not adding value. This also help to enhance the quality or
practice total quality management.
ABC costing
helps to take product pricing decisions. Such as the final price to customer.
Whether to continue or discontinue the production. whether to produc the
product or make outsourcing. Keep the particular customer drop the customer. Etc.
Management can use this ABC costing to
make above decisions.
Companies
can use the ABC costing data for budgeting purposes. Since it gives more
accurate cost information and accurate customer profitability analysis. Further
it improves the budgets and same can be used to measures of department and
division performance.
ABC costing
helps in effective utilizing the scares resources and make the input cost low.
It focus more on profitable customers and cost centers which lead to make
product cost low. Hence it generates more sales and with less efforts with the
improved quality.
Any barriers to implement it in Sri Lanka
Most of the
Sri Lankan companies, specially management is not aware about ABC costing
principles and they do not understand the benefits which can obtain. Hence
there is some resistance from Management to implement ABC costing in their
organizations.
ABC costing
is more time consuming for implementing and to collect data. It’s a systematic
and lengthy process. Also there is less people available with required
knowledge to implement and practice ABC costing.
If a company
is trying to purchase, implement and maintain an activity based system, the
initial cost is huge. Hence it is much difficult to implement for smaller
organizations.
Some
companies have complicated process. Establishing
the causes and effects and the relationship between cost driver and final
product costs is difficult and unclear.
ABC does not
conform to generally accepted accounting principles in some areas.