Customer Benefit Packages Colleen Sweeney Today we will

Customer Benefit Packages Colleen Sweeney

Today we will be discussing: • The contents of Customer Benefit Packages (CBPs) • CBP design factors and selection objectives • American Airline’s CBP

What is a Customer Benefit Package? The combination of tangibles and intangibles that comprise a service

Tangibles and Intangibles Service Provided Tangibles Intangibles Customer

Test your understanding: Imagine you have to visit your dentist for a check-up. What are some of the tangibles and intangibles that can contribute to your experience as a patient?

Tangibles • How well your dentist cleans your teeth • How well the dentist identifies any potential problems with your teeth • The use of new technologies in cleaning and x-ray procedures

Intangibles • The courtesy and disposition of the dentist and staff • The environment of the dentist’s office • Set-up of waiting room • Magazine selection • The efficiency of the staff in handling financial arrangements with your insurance company

Why develop your company’s Customer Benefit Package? • The upward trend in the business SERVICE sector over the past 20 years • A competitive edge starts with a solid CBP

Why develop your company’s Customer Benefit Package? • Useful tool for service providers to clarify what they DO and DO NOT offer through their services • Helps to define service providers’ responsibilities to customers

Why develop your company’s Customer Benefit Package? • Helps service providers focus on building their service strategy • Successful CBPs lead to happy, satisfied customers

Designing an appropriate Customer Benefit Package for your company • Brainstorm for ideas about the aspects of service your company wants to provide

Designing an appropriate Customer Benefit Package for your company • Decide which attributes of those proposed will be contained in your CBP • Research your target market • The level of emphasis for the different attributes should coincide with their importance to prospective customers • BE CREATIVE !!!!

Designing an appropriate Customer Benefit Package for your company • The contents of your CBP are defined…… So now what? • Tailor your company’s game plan to satisfy the elements of the CBP • This includes changing processes, systems, and procedures

Designing an appropriate Customer Benefit Package for your company • We have already discussed the WHAT, and HOW of CBPs……. so what’s missing? WHERE • Take care to properly design your facilities so they can effectively service the customer according to the CBP

Differences in Customer Benefit Packages • Companies offer different types of CPBs based upon the types of services they are providing. Type of Service Type of CBP Highly specialized Highly customized Selectively customized General- Low customization Moderately specialized Low specialization

Exercise: What types of CBPs do the following businesses employ? • Accounting firm Highly customized • Money wiring service Low customization Accountants tailor work to each customer’s personal needs The same service is provided to everybody with very little variation • Restaurant Moderately customized The customization is found in the customer’s freedom to order anything from the menu

Customer Benefit Packages American Airlines • American Airlines understands there is more to flying than just getting to where you want to go. According to American Airlines: “Attention to detail makes all the difference in the world when you’re traveling. That’s why we’re dedicated to providing more conveniences and personal touches on every flight. Our goal is to make your travel experience more relaxing and enjoyable, from the moment you step on board, to the moment you arrive at your destination. “

Customer Benefit Packages American Airlines • American Airlines’ has improved their CBP to enhance their customers’ flying experiences. THIS INCLUDES: • CABIN COMFORT- removal of rows of seats to create more leg room and plans to create more overhead bin space • DINING – expansion of menu to include 9 new meals ranging from lighter to traditional food inspired by current trends in nationwide food preferences • ENTERTAINMENT- in-flight video programming allowing flyers to watch “ 60 Minutes”, “ 48 Hours”, and CBS Sports; 12 music channels; in-flight magazine designed especially for kids • BUSINESS- Lab top ports and AT&T digital phone service

Customer Benefit Package Summary • In today’s service oriented economy, its important that your company develops a strong CBP to stay competitive. • Keep in mind that there are many factors to take into consideration while designing an appropriate CBP for your company.