In today’s rapidly evolving technological era, people have come to understand that the greatest value of a product is no longer the product itself, but the user experience (UX) — which refers to a person’s behaviors, emotions, and attitudes when using a specific product, system, or service. It can also be seen as an individual’s subjective feelings and thoughts about a particular product or system. This service value is the true driving force behind consumers’ decisions to purchase or continue supporting a product. Therefore, as companies respond to changing market demands, they are gradually shifting their focus toward innovating services from the perspective of enhancing customer experience.
When providing innovative services, two common strategies are used: Standardization and Customization. Standardization focuses on designing services or systems based on the needs of the general user population, creating a set of standard specifications. Customization, on the other hand, targets the unique attributes or behaviors of individual customers to create distinctive value and functions.
When responding to different market environments, companies often position their strategies along a spectrum between standardization and customization. Below is an overview of the customization approach:
Customized Standardization
Design and manufacturing remain standardized, producing products in large-scale plans divided into several to dozens of standard modules. Customers are allowed to customize by selecting from a limited set of components according to their preferences. Because the assembly process is customized, this approach is also called modularization or structured manufacturing.
Tailored Customization
Customers are offered a variety of standard design styles, which can then be adjusted according to individual needs or preferences. Examples include interior design, bespoke clothing, or personalized business card printing. Producers retain only part of the initial design.
Pure Customization
Pure customization involves producing products only after receiving an order. Customers can design, manufacture, install, and deliver products completely according to their own requirements. Examples include jewelers and architects who create according to client specifications. This is also referred to as full personalization.
Customization not only saves time but also offers significant advantages in understanding customers and capturing market share. Customized products or services increase a company’s differentiation in the market and enhance product uniqueness. By understanding customer needs, companies can design new products targeted at key markets, avoiding price competition and ensuring sustainable long-term business success.
This article partially excerpted from: https://reurl.cc/5p50Wv