United International Bank (UIB) is examining the profitability of its Premier Account, a combined savings and checking account. Depositors receive a 7% annual interest rate on their average deposit. UIB earns an interest rate spread of 3% (the difference between the rate at which it lends money and the rate it pays depositors) by lending money for home loan purposes at 10%. Thus, UIB would gain $ 60 on the interest spread if a depositor had an average Premier Account balance of $ 2,000 in 2013 ($ 2,000 * 3% = $ 60).

The Premier Account allows depositors unlimited use of services such as deposits, withdrawals, checking accounts, and foreign currency drafts. Depositors with Premier Account balances of $ 1,000 or more receive unlimited free use of services. Depositors with minimum balances of less than $ 1,000 pay a $ 20- a- month service fee for their Premier Account.

UIB recently conducted an activity- based costing study of its services. It assessed the following costs for six individual services. The use of these services in 2013 by three customers is as follows.

Assume Harvin and Flynn always maintain a balance above $ 1,000, whereas Slaton always has a balance below $ 1,000.

Required
1. Compute the 2013 profitability of the Harvin, Slaton, and Flynn Premier Accounts at UIB.
2. Why might UIB worry about the profitability of individual customers if the Premier Account product offering is profitable as a whole?
3. What changes would you recommend for UIB’s PremierAccount?

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Account Usage Activity-Based Cost per Transaction 2.40 0.80 0.60 Harvin 41 12 Slaton 54 18 10 Deposit/withdrawal with teller Deposit/withdrawal with automatic teller machine (ATM) Deposit/withdrawal on prearranged monthly basis Bank checks written Foreign currency drafts Inquiries about account balance Average Premier Account balance for 2013 13 64 4 7.90 12.00 1.70 10 18 6 $1,325 $850 $25,400