Customer Benefit Packages

1
Customer Benefit Packages

• Colleen Sweeney

2
Today we will be discussing

• The contents of Customer Benefit Packages (CBPs)
• CBP design factors and selection objectives
• American Airlines CBP

3
What is a Customer Benefit Package?

• The combination of tangibles and intangibles
  that comprise a service

4
Tangibles and Intangibles
Service Provided
Tangibles
Intangibles
Customer
5
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?

6
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

7
Intangibles

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

8
Why develop your companys Customer Benefit
Package?

• The upward trend in the business SERVICE sector
  over the past 20 years
• A competitive edge starts with a solid CBP

9
Why develop your companys 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

10
Why develop your companys Customer Benefit
Package?

• Helps service providers focus on building their
  service strategy
• Successful CBPs lead to happy, satisfied customers

11
Designing an appropriate Customer Benefit Package
for your company

• Brainstorm for ideas about the aspects of service
  your company wants to provide

12
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 !!!!

13
Designing an appropriate Customer Benefit Package
for your company

• The contents of your CBP are defined So now
  what?

• Tailor your companys game plan to satisfy the
  elements of the CBP
• This includes changing processes, systems, and
  procedures

14
Designing an appropriate Customer Benefit Package
for your company

• We have already discussed the WHAT, and HOW of
  CBPs. so whats missing?

WHERE

• Take care to properly design your facilities so
  they can effectively service the customer
  according to the CBP

15
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
Moderately specialized
Selectively customized
Low specialization
General- Low customization
16
ExerciseWhat types of CBPs do the following
businesses employ?

• Accounting firm

Highly customized
Accountants tailor work to each customers
personal needs

• Money wiring service

Low customization
The same service is provided to everybody with
very little variation

• Restaurant

Moderately customized
The customization is found in the customers
freedom to order anything from the menu
17
Customer Benefit PackagesAmerican 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 youre traveling. Thats why
  were 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.

18
Customer Benefit PackagesAmerican 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 ATT digital phone
  service

19
Customer Benefit PackageSummary

• In todays 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.