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?
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.
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
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?
Know Your Customer
Target markets
Specifications and expectations of your
customer
Benefits that are important to them
Ways to search for this information
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.
Tangible vs. Intangible Goods
Intangible
Associated with the actual service
Not something you can touch or see
Examples:
Convenience
Reliability
Reputation
Three Elements of a CBP
Primary Circumstance
Peripheral
Variant
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
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
Variant
An attribute that is different from the
ordinary
How the customer benefits package is
produced
Customization
Different design aspects
Four Different Service
Packages
Unique
Selective
Restricted
Generic
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
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
Generic
The title gives away the definition
A CBP that can apply to all customers
Very broad and general
Example of industries:
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
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
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
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
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
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
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
Bibliography
“Customer Benefit Package.” Internet.
Http://www.fundacion.telefonica.com/ul
timo/aesopian
/advanced/01010200.htm. 13 February
2001.
Foster, S. Thomas, “Managing Quality:
An Integrative Approach.” 2001, 240242.
Bibliography
“Marketing Research.” Internet.
Http://www.callnetwork.com/becoming_a_net
work_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/cdfact/1276.html. 13 February 2001.