"Every fee sends a signal about how a company thinks about the relationship - whether it's trying to remove friction for customers or, sadly, monetize it."
"Certain fees trigger almost universal frustration for customers because they shift the burden of a company's operational choices onto the customer."
"Customers tolerate shipping costs. What they don't tolerate is discovering them after committing to purchase."
"Convenience fees are a masterclass in irony. Customers are charged for using the most efficient, lowest-cost channel for the company."
Fees are perceived by customers as trust decisions rather than pricing decisions. Certain fees, like return or restocking fees, often frustrate customers as they penalize them for the company's operational shortcomings. Surprise fees at checkout and restaurant surcharges also contribute to negative experiences. Customers prefer transparency and inclusion of costs in pricing rather than unexpected charges. Convenience fees further exacerbate frustration by charging customers for using efficient channels, highlighting a disconnect between company practices and customer expectations.
Read at MarTech
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