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7 Types of Customer Benefits

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Customer benefits are reasons a product or service is valuable to a customer. This serves as a guideline for employees who are selling or representing the product to the customer. As such, customer benefits are restricted to those value propositions that customers recognize. Benefits that aren't interesting to the customer or that the customer may not acknowledge are omitted. For example, customers may not acknowledge motivations such as social status or be interested in the technical specifications of a product. The following are illustrative examples of customer benefits.

Customer Needs

Problems your products and services solve for the customer such as luggage that offers a system for folding a suit without wrinkling it. This includes elements such as functions, features and location.

Customer Preferences

Products and services that conform to the customer's likes and dislikes such as a hotel room that offers a range of both firm and soft pillows. Preferences include elements such as style, convenience and comfort.

Customer Perceptions

Customer perceptions of your brand, products and services. This includes general concepts such as an airline perceived as safe, a hotel perceived as friendly and a bank perceived as secure.

Customer Experience

Your end-to-end customer experience including tangible and intangible elements of products and services. For example, the easiest bank to do business with or the most luxurious airline.

Customer Relationships

Your relationships with customers including every customer service interaction. Customer relationships can also include programs that single out the customer as an individual such as a loyalty card that assigns the customer a high status.


The perceived quality of your products and services including elements such as ingredients, materials, design, workmanship, country of origin, culture, reputation and refinement.


Reasonable, low, straightforward or preferential pricing can be presented as a benefit to the customer such as an ecommerce site that provides deals that are only accessible to members of a loyalty program.
Overview: Customer Benefits
Reasons a product or service is valuable to a customer.
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