What are the benefits of customization?
Mass customization brings multiple benefits to companies and to consumers.
The most prominent of these are increased customer satisfaction and lower
total production costs and time. Increased customer satisfaction is achieved
through empowering customers with the tools to choose their products and
services the way they precisely want them. This is one of the quickest routes
to brand loyalty, repeat purchases and increased sales. Customization also
reduces the risks of comparative shopping with competing brands; and paves
the way for production flexibility and quick responsiveness for companies.
Mass customization focuses on customer satisfaction at low costs, while mass
production focuses on lowering operations costs and increasing efficiency
and volume. They both guarantee the same results: increased sales!
Other benefits of customization are shown in the following list:1 Closer relationships with consumers.
2 Reduced waste or complete waste elimination of materials.
3 Production of optimum quality goods.
4 Increased labour productivity.
5 Higher labour flexibility.
6 Improved production processes.
7 Lower overhead costs.
8 Integration of innovation and production.
9 Shorter product cycles.
10 Higher sales turnover.252
luxury fashion brandingFigure 8.1 Denim brand Levi’s provides mass customized product services
through its innovative ‘Jeanfinder’ feature on its website (May 2006)