Extra value proposition

Extra Value Proposition (EVP) is a concept developed by Stan Rapp and Tom Collins to upgrade products by offering special customer services (unique selling points)


  • Toll-free telephone service
  • Free seminars for customers
  • Understandable operating instructions
  • Express service on weekends and public holidays
  • Exchange and replacement guarantee

Since many industrial products are very similar, they are largely interchangeable for customers. With additional services, manufacturers can gain a competitive advantage or a unique position (service leadership, unique service proposition). The EVP creates greater customer satisfaction and loyalty. This usually more than compensates for the additional service costs.

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