The customer's experience and a feeling of achievement during the co-design process is vital to the success of a custom product. In part 3 of the Mass Customization Series, Dominik Walcher & Frank Piller explain why managers should look beyond the sheer technology and back office integration of configuration toolkits and also focus on delivering a great configuration experience.
When providing a customizable product how can a firm minimize the burden of choice and maximize the customer joy resulting from the co-creation process? In part five in this series on mass customization Professor Frank Piller explains how to turn choice complexity into customer experience and loyalty.
A company seeking to adopt mass customization must first understand what the idiosyncratic needs of its customers are. After this crucial step, the company may establish what it is going to offer and what it is not. In part three in this series on mass customization, Frank Piller and Fabrizio Salvador walk through some of the potential methods of solution space development.
As NetNatives become consumers and buyers are "trained" by personalized offerings, the market is finally ripe for mass customization. In part two of this special series focusing on mass customization, Professors Frank Piller and Dominik Walcher take a closer look at what the current market has to offer and provide their conclusions after observing 500 leaders in the field from a customer perspective.
The idea that consumers can customize their own products on a massive scale is having a tremendous impact on customer experience and expectations as well as the way organizations approach R&D. Following an extensive study of mass customization in the domain of consumer goods, this upcoming series of articles provides an overview on mass customization, its strategic capabilities, and the success factors that drive its implementation in business.
At the Pebble Beach, Calif. Concours D'Elegance Ford Motor’s Lincoln brand introduced a new tool “Virtual Voice of the Customer” to test design concepts on consumers. Lincoln asked attendees of the classic car show Aug. 20-21 to look at three design concepts based on vehicles from the '60s, '70s and '80s.
