In this approach, a sponsor provides the service "free of charge" to all customers who have bought the product or service to which the Assistance Service is attached. Unit cost (cost per customer) is lower because pricing is spread over the entire client base.

The Sponsor usually absorbs the cost or adjusts the pricing structure of the base service to include the cost of the Assistance Services.

Pricing of the Assistance Service is therefore based on the size of the client base and the expected usage.

Benefits For the Sponsor

• The users receive added value - enhanced loyalty
• Low cost spread over the entire client base
• No collection mechanism is required
• The service cost can be transferred to the user, totally or partially, by including it in the service fees/premium

Success Factors

• The sponsor must develop a strong communication plan to create and sustain awareness and usage
• Periodic reminders of the service availability must be communicated in order to keep it in the forefront of the mind of customers