Influencing costs for optimal margin improvement: customer acquisition cost and cost to serve
Optimizing the profitability of the organization is one of the responsibilities of the CFO. In a previous article, we offered tools to improve margin through pricing strategies. This article is about the ongoing search for ways to influence costs and streamline processes. Two key areas that can have a significant impact on profit margin are customer acquisition cost and cost to serve.
Influencing costs for optimal margin improvement: customer acquisition cost and cost to serve
Optimizing the profitability of the organization is one of the responsibilities of the CFO. In a previous article, we offered tools to improve margin through pricing strategies. This article is about the ongoing search for ways to influence costs and streamline processes. Two key areas that can have a significant impact on profit margin are customer acquisition cost and cost to serve.
This article covers the following topics:
- The concepts of customer acquisition cost and cost to serve;
- The relationship between customer acquisition cost and cost to serve and their impact on profit margin;
- Concrete steps to improve margin by driving customer acquisition cost and cost to serve.
Customer acquisition cost
Customer acquisition cost, sometimes known as cost of acquisition, includes all costs associated with attracting and converting prospects into paying customers. It is crucial to invest in acquisition channels that produce profitable customers. This requires:
- A deep understanding of the cost structure of each campaign;
- Understanding the profitability of already acquired customers.
Cost to Serve
The cost to serve includes all costs incurred to serve and retain customers. It is important to manage these costs efficiently without compromising customer satisfaction. Consider:
- For example, customers who place small orders every day and customers who place large orders monthly.
- Customers who purchase standard services and those who have specific requirements.
The relationship between customer acquisition cost and cost to serve
Finding an optimal balance in customer acquisition cost and cost to serve is crucial to improving margin. This then takes into account the fact that too high a customer acquisition cost can erode the profit margin, while too low a cost to serve can lead to dissatisfied customers and increased churn.
From the goal of sustainably improving the margin at the customer level, we strive for a good distribution between the customer acquisition cost and the cost to serve.
Strategic steps for margin improvement
1. Influencing customer acquisition cost.
- Targeted marketing campaigns aimed at high-value prospects;
- Optimization of conversion rates based on data analysis;
- Negotiate more favorable rates with (marketing) partners.
2. Controlling the cost to serve
- Implementation of self-service portals for customers;
- Influencing customer behavior through data analysis;
- Optimizing logistics services.
3. Optimize pricing
- Analysis of customer value and profitability by segment;
- Implementation of flexible pricing models that consider customer acquisition cost and cost to serve.
4. Segment customers
- Identification of high-value and low-maintenance customer segments;
- Targeted marketing and sales efforts aimed at valuable customers.
By better understanding and influencing the customer acquisition cost and cost to serve within the organization, it is possible to significantly improve margins and create a sustainable foundation for growth. The optimal balance between customer acquisition and retention is the key to success in today's competitive marketplace.
