This webinar ran as part of Grandview’s Product Management View (PMV) webinar series. It is available on-demand here. For any offering – service or product, for profit or non-profit – customer value and satisfaction can be improved by increasing customer benefits and reducing costs. Among the benefits, functional benefits are of key importance. People pay for function, not offerings. For example, people go to movies to buy such functions as people watching, laughter sharing, and emotional stimu...