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Customer Benefits Package

Customer Benefits Package. By: Maureen O’Tormey OISM 470W Section 2. Objectives. Tool definition Application Examples Exercises. Objectives. What is a Customer Benefits Package (CBP)? Ways to use this tool Why should your company use this tool?. What is a Customer Benefits Package?.

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Customer Benefits Package

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  1. Customer Benefits Package By: Maureen O’Tormey OISM 470W Section 2

  2. Objectives • Tool definition • Application • Examples • Exercises

  3. Objectives • What is a Customer Benefits Package (CBP)? • Ways to use this tool • Why should your company use this tool?

  4. What is a Customer Benefits Package? • Definition • A tool that defines the physical goods as well as the non-physical goods of a service. • This package is for the customer. • Both types of goods form the total product or the complete service.

  5. Benefits • Establishes the key aspects of the service • Provides employees with guidelines for the service • Gives the customer knowledge about the service • What’s provided within the service • What’s not provided within the service

  6. Brainstorming Exercise • Do your customers know what they are getting from your product/service? • In what ways could this tool help your company perform better? • What would your company’s Customer Benefits Package look like?

  7. Know Your Customer • Target markets • Specifications and expectations of your customer • Benefits that are important to them • Ways to search for this information

  8. Tangible vs. Intangible Goods • Tangible • Associated with the physical aspects of a service • The things that you can touch and see • Examples: • Food at a restaurant • Car parts at an auto repair shop • Contents of a room at a hotel, etc.

  9. Tangible vs. Intangible Goods • Intangible • Associated with the actual service • Not something you can touch or see • Examples: • Convenience • Reliability • Reputation

  10. Three Elements of a CBP • Primary Circumstance • Peripheral • Variant

  11. Primary Circumstance • Things recognizable physically by the customer • Similar to tangibles discussed in the previous slides • The good that the customer uses or pays for

  12. Peripheral • Along the lines of the service itself • Similar to the intangible contents of the benefits package • Satisfy great wants by the customer such as a good reputation

  13. Variant • An attribute that is different from the ordinary • How the customer benefits package is produced • Customization • Different design aspects

  14. Four Different Service Packages • Unique • Selective • Restricted • Generic

  15. Unique Service Packages • Very specific and original • Flexible • Change with every different customer • Examples of industries that would typically use this type of package: • Law firm • Accounting firm

  16. Selective and Restricted • These two are very similar in nature • Some specifics, but not many • Some flexibility • CBP can apply to several different customers • Example of an industry: • Auto repair shop

  17. Generic • The title gives away the definition • A CBP that can apply to all customers • Very broad and general • Example of industries:

  18. How To Use This Tool • A way to inform your customers what your company will and will not be providing with the service • A way to safeguard your company against any discretions that might occur with an unsatisfied customer

  19. Other Ways to Use This Tool • Companies use it as a way to help in advertising for their service • Use the benefits listed in the package as a focal point for ads

  20. Real World Example • An example of a customer benefits package is from a company called Network • What they do is network companies • They do marketing research for them • They collect data and provide many other services for companies

  21. Network’s CBP • Network’s CBP informs their current and potential clients on becoming a member • They have a list of 12 attributes that tell specifically what Network does and how it helps their members • Under each attribute, there is a statement saying exactly what Network does

  22. A CBP Exercise • List both the tangible and intangible goods that would be found in a Customer Benefits Package for the following company: • A drive through car wash chain

  23. What Did You Learn? • What a customer benefits package is • What the essential parts that make up the service package are • The different kinds of service packages according to the type of industry your company is in

  24. What Did You Learn? • Different ways to use a customer benefits package • How real companies use them • How to come up with the tangible and intangible goods that should be in the CBP

  25. Bibliography • “Customer Benefit Package.” Internet. Http://www.fundacion.telefonica.com/ultimo/aesopian /advanced/01010200.htm. 13 February 2001. • Foster, S. Thomas, “Managing Quality: An Integrative Approach.” 2001, 240-242.

  26. Bibliography • “Marketing Research.” Internet. Http://www.callnetwork.com/becoming_a_network_member.html. 13 February 2001. • Passewitz, Gregory R. and Nancy H. Bull. “Advertising: An Investment In Your Business’s Future.” Internet. Http://www.ag.ohio-state.edu/~ohioline/cd-fact/1276.html. 13 February 2001.

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