The inclusion and consideration of the reciprocal effects between benefits and costs are an interface that has not yet been sufficiently recognized in the context of customer value-centered management. An in-depth analysis reveals a previously underestimated importance of both parameters alongside price. It becomes clear that the instruments of transparent pricing (costs → benefits) and target pricing (benefits → costs) can provide companies with valuable information and opportunities for action for a more differentiated market approach. Both approaches include the aspect of customer centricity, albeit with different modes of action. Transparent pricing is based on the principles of behavioral pricing, while target pricing is compatible with neoclassical theory.