Product Customization – Are You Keeping Up?

John Vachalek - 8.8.2009 7:12 AM

Many companies are finding ways to customize their products and services.  This customization allows them to provide an individualized experience for every customer. Customization adds to the novelty of doing business with them, which helps them stand out from their competitors. Below is a list of products and services which illustrate this trend towards increased customization:

•    Nike & Converse – Design your own shoes online and have them shipped directly to you.
•    iPods – Allow users to create their own playlists of music and videos.  These come in a wide variety of colors and accessories which allow customers to match their iPods to the user’s individual personality.
•    eCreamery.com – Allows online customers to create their own ice cream flavors, using ingredients which include avocado, green tea and others. These creations are shipped directly to you packed in dry ice.
•    CAP Logistics – A global commercial shipping company, creates a Custom Shipping Profile for every shipment.  CAP also creates a Custom Client Profile of every one of their customers.  This profile outlines communications preferences and other customization information which allows them to better service their clients.
 

Key elements which have contributed to the trend of customization

•    Increased use of the Internet
•    The ability to easily gather, share and manipulate customer data
•    Generations X and Y growing up at time when things are plentiful, with parents who were ambitious about providing them with a “better” life

Why shouldn’t all businesses be able to customize their products and services to meet my specific needs? I am important enough as a consumer to justify this type of attention!
I want my life to be as “on demand” as possible!

When you consider that the #1 reason for a customer to change vendors is the feeling that the business is indifferent, or does not care about them, examining how your business can customize your products or services in some way, may be a very good idea.  This is especially true in less than robust economy, when all financial expenditures are under far more scrutiny.   

Action Items
Review your product or service offering

1.    Are you providing the level of customization that you could? 
2.    Are you doing things which make your customers feel like your product or service is being tailored to meet their specific needs?
3.    Most importantly, are you making sure that your customers feel like they are important to you?

Please feel free to submit your comments, experiences or input to this blog post below.

0 Responses to "Product Customization – Are You Keeping Up?"