Mass Customization is doable with the right design. So many of us think in such broad terms that may lead us to believe that mass customization is that we respond to every customers whim. I think that stops us from completely understanding the concepts of co-creation and co-producing. As Joe Pine so eloquently puts it in this video, “A customer does not want a lot of choices, he just wants what he wants!”
So, are you in the right product/market fit? You may not be if request of your customers cause you anguish and a great deal of stress. Maybe all these request are there for a reason other than the fickleness of your customers.
Given choices customers seldom choose what you want them to choose. You could even be offering choices or asking before decisions because you are too soon to sell rather than diagnose. There can be other reasons to include that your product or service stinks or is not well described to begin with.
The importance of playing in your customers playground or where your product/service is being used is so important. It might even be worth your time to even go a step further sometimes and observe the customer of your customer’s. Try to design a sales and marketing campaign form that view. Would that be going to the Gemba of the Gemba!
Related Information:
Scaling the Customer Decision Making Process
Lean needs Marketing, more than Marketing needs Lean!
Customer Experience more powerful than the Supply Chain?
Can the customer be front stage in your organization?
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