![]() ![]() When designing or redesigning a product, process, or business unit, managers should examine each of the approaches for possible insights into how best to serve their customers. We have identified four distinct approaches to customization, which we call collaborative, adaptive, cosmetic, and transparent. Until now, no framework has existed to help managers determine the type of customization they should pursue. They are realizing that they did not examine thoroughly enough what kind of customization their customers would value before they plunged ahead with this new strategy. ![]() But many managers at these companies have discovered that mass customization, too, can produce unnecessary cost and complexity. Readily available information technology and flexible work processes permit them to customize goods or services for individual customers in high volumes and at a relatively low cost. But as customers and their needs grow increasingly diverse, such an approach has become a surefire way to add unnecessary cost and complexity to operations.Ĭompanies throughout the world have embraced mass customization in an attempt to avoid those pitfalls and provide unique value to their customers in an efficient manner. In their desire to become customer driven, many companies have resorted to inventing new programs and procedures to meet every customer’s request. Focusing on the customer, however, is both an imperative and a potential curse. Virtually all executives today recognize the need to provide outstanding service to customers. ![]()
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