Not all customers are equal. Some customers are extremely expensive to serve. Profit for a company is not the direct price of the product minus the cost. There are many overhead expenses. And these overhead expenses are not shared uniformly over every customer.

For a trucking firm, a customer with uniform orders is less expensive to serve than one with sporadic requirements. Few large orders are easier to pick and dispatch rather than many small orders. For an automobile dealership, a flexible customer who buys the vehicle available in the showroom is more profitable than a customer who takes a long time to decide or one who needs a specific configuration.

In spite of this knowledge in most cases we generally charge the same price to all customers. The differential supply chain cost is rarely considered. While in cases there may be some differential in the price, it is rarely calculated from the cost of actually serving a customer. Marketing segments customers according to channels, need of service, etc. Costing segregates costs of every resource and every product. No function looks at cost of serving customers and then creating differential pricing.

Meru cabs is a provider for taxi services in Mumbai, Delhi and a few other Indian cities. Customers who book cabs by using a call centre are billed a convenience charge of Rs. 50 extra. Customers who book online are spared of this cost. The Rs. 50 is clearly an approximate cost for the additional services the customer uses.

Every business needs to think about this idea. By creating differential pricing, businesses can actually direct customers towards specific services. If a customer knows that by placing orders in a certain manner he may get a better rate, the customer might change her behaviour.

With a uniform pricing policy, good customers may feel cheated. In spite of being low cost customers they pay as much as other customers. There is a definite danger of such customers changing vendors. In the end, the business will be saddled with high proportion of high cost customers.

Differential pricing can be created on the basis of various basis. It can be the number of orders, quantity per order, consistency of business, number of delivery locations, number of product variants asked for, etc. Every business will have its own dynamics and the pricing has to be configured accordingly. The aim is to reward good customers and also to motivate other customers to migrate to better relationship pattern. Of course, the ultimate aim is to make doing business easier and more profitable.