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Importance and Salience of Customer Benefits

By April 28, 2021No Comments

Importance and Salience of Customer Benefits

Importance and Salience of Customer Benefits


Companies must base their value proposition and strategy focus on the benefits customers deem important. Unfortunately, many executives confuse “importance” with “salience.” This note differentiates the terms, details the correct approach to measuring the importance of customer benefits, and illustrates the concepts through the case of an automotive services company.

Type: Case

Pages: 13

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