Archive for December 2006
Customize Your Customization
I recently attended a marketing summit at Harvard Business School (only visiting) on customization. On the panel were representatives from Dell, Target and Digitas. The topics obviously were around the benefits of customizing products or services for customers to create a better experience, increase market differentiators and increase loyalty.
All those working in the Internet marketing space understands that all too well, but how much customization is too much? At what point do you offer customers too much control over what they want? There are companies that have gotten this right, Dell, Starbuck’s and Wendy’s (not Burger King).
What happens when everything can be customized, from TV to radio to even magazines? We know this is on the horizon and already here in some form (satellite radio and TiVo), but what if this customization was a standard and not a premium. Is there truly a benefit and profit in customizing? More thoughts on this coming soon.
