Customers desire essential things from the items they buy, which are known as core services. Value-added services distinguish the company from rivals and foster ties that positively bind clients to the enterprise. These services include financial advice, marketing campaigns, and sales assistance. Value-added services can be divided into three categories: functional, innovative, and personal. Functional services include accounting, finance, human resources, information technology, and procurement. Companies offer these services in order to meet basic needs of their customers. For example, a bank may provide banking services such as checking accounts, savings plans, and credit cards. An airline might supply cash management, reconciliation of funds received with those paid out, or travel agency services. Such companies deliver functional services that don't require special expertise or equipment to perform. Innovation services take advantage of new technologies to improve customer experiences or reduce operating costs. For example, a company could provide online banking services that were not available five years ago. Innovation services often require substantial investment in people and technology. They can be expensive to develop and implement, so many traditional businesses don't offer them. Personal services involve one-on-one interactions with customers that are outside of established business processes. For example, a lawyer may advise customers on legal matters that aren't necessarily related to purchasing decisions.