How much does it actually cost each time a customer calls, emails, or sends a message? That varies quite a bit. For example, a phone call takes more of an employee’s time than a question a customer can resolve on their own using a knowledge base.
Still, it’s helpful to have an idea of those costs—not only to understand where your budget is going, but especially to identify ways to streamline customer interactions.
What is the average cost of a customer interaction?
We know from experience that the cost per customer interaction ranges from about €3 to €15.
- Phone calls: approximately €7 to €15 per call
- Chat or WhatsApp: approximately €4 to €9 per contact
- Email: approximately €3 to €6 per contact
- Self-service: approximately €0.50 to €2 per use
Source:
https://www.werkzoeken.nl/salaris/klantenservice-medewerker/
https://www.ziptone.nl/kosten-per-gesprek-in-het-contactcenter/
These amounts are provided primarily as a guide. A complex question that requires a great deal of knowledge simply takes more time than a simple question about, for example, the status of an order.
“What we often see is that the difference isn’t just in the communication channel. A phone call may be more expensive, but if it resolves a customer’s issue right away, it can actually end up being more efficient.” — Ger Koedam, Marketing Manager at Pegamento
How do you calculate costs within your own organization?
Would you like to know how much a customer interaction costs your organization? If so, you can start with this calculation:
(total personnel costs + technology costs + overhead costs) / total number of contacts = cost per contact.
Personnel is often the largest expense. But systems such as phone systems, CRM, chat, WhatsApp, and a knowledge base also cost money. In addition, there are indirect costs, such as management, IT, and workspaces. So the most important thing is to look beyond just the time an employee spends on a single call.
Where do the costs mainly add up?
Costs aren’t determined solely by the number of customers who contact us. What really makes a difference is how easily a question can be resolved.
When a customer has to contact the company multiple times, is initially directed to the wrong department, or an employee has to switch between different systems to answer a single question, even a simple inquiry can quickly take longer than necessary.
Scheduling also plays a role here. Having too few employees during a peak period leads to longer wait times, while having too many employees during a slow period results in unused capacity. How customer contact is organized behind the scenes therefore has a significant impact on the final costs.
“Unnecessary costs often stem from small things, such as a customer being directed to the wrong place, information that’s hard to find, or a schedule that doesn’t align. With so many customer interactions, those costs can quickly add up.” — Ger Koedam, Marketing Manager at Pegamento
Cheaper customer service isn’t always better
If you look only at the costs, self-service quickly seems like the best solution. But not every customer inquiry belongs in a knowledge base or chatbot. A question like“Where can I find my invoice?” is something a customer can probably figure out on their own. In a complex or personal situation, however, phone contact can actually be much more valuable.
It’s not just about the cheapest channel, but about the right channel for the right question. Self-service can handle recurring questions, while employees have more time for situations where personal contact really makes a difference.
Learn more about the Knowledge Base→
Where can you make customer interactions more efficient?
Reducing costs doesn’t automatically mean fewer employees. Often, the real benefit lies in making their work easier. Think about routing customers directly to the right employees, consolidating information from different systems into a single location, and automating routine tasks. A well-organized knowledge base can also prevent employees from having to answer the same questions over and over again.
This way, employees spend less time searching, switching tasks, and repeating themselves, leaving them with more time to focus on the customer.
“Often, there’s a lot to be gained simply by looking at how employees spend their time. Sometimes, just a few smart adjustments can make the work a lot easier.” — Ger Koedam, marketing manager at Pegamento
Customer Case Study:
Mediq operates in the healthcare sector, where up-to-date and reliable information is crucial. Service staff worked across different departments and locations, which led to fragmented knowledge and sometimes made it very time-consuming to find the right information.
With the Pegamento Knowledge Base, all information is now stored in one central location. Employees can find what they need more quickly and, as a result, assist customers more promptly and clearly.
Results of the implementation
- 100% up-to-date information & knowledge
- 75% faster processing
- 23% shorter employee onboarding time
Read the Mediq customer case study →
What role can AI play in this?
AI can increasingly support employees with repetitive tasks. Think of finding information, recognizing a customer’s request, or performing standard procedures. But AI doesn’t have to be the solution for everything. The key is to use technology in areas where it truly benefits both the employee and the customer. By first identifying where a lot of time is currently being wasted, it naturally becomes clearer where automation can add value.
Learn how Pegamento uses AI-driven intelligence
What does a customer interaction ultimately cost?
There is no single amount that applies to every organization. The figures mentioned—€3 to €15—provide an initial idea, but ultimately, what really matters is what happens behind the scenes. Consider, for example, how quickly an inquiry is resolved, how many systems an employee needs, and which inquiries customers can handle on their own. It’s also important to identify where personal contact remains essential. This way, you’ll gain insight not only into the cost of customer contact but also into where processes can be streamlined and made more efficient.
Wondering where time or money is being wasted in your customer interactions? Our experts would be happy to help you figure it out.
Get in touch.
