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Alan Cooper looks at the potentially magic mix of mass customisation.
The new alchemy? - Part 2 | Part 1
Maximum leverage is obtained when customers’ use and ongoing adaptation is directly fed back to market research, identified by the unique product/
customer identifier built-in at assembly time.
With a pure service offering, where there is little or no tangible product, the design and the production become one and the same. For example, with a credit card there may be the physical production of a custom card, say with a personal photo, but the major customisation is in defining the terms and conditions and the benefit features.
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Consultants' Advisory 2002
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