Putting the 'Custom' in 'Customer Service'

Companies in virtually every industry today are striving to meet the ever-increasing demands of their customers. The issues of innovation, price, quality and delivery have never been greater. Customers want what they want, when they want it and how they want it. They want customized products, low prices, and short turnaround times – essentially, they want an exact match to their needs. And, to give their customers what they truly want, manufacturers need to have a deeper understanding of the detailed attributes of the products that meet these needs. Winning companies, those who will prosper now and well into the future, will need to manage the use of this knowledge with advanced information technology as their key competitive strategy.

As the economy has become more global, new levels of competition have been created around the challenges that worldwide markets create. Managers, who once focused their efforts solving one issue at a time to compete for customers, now find that they must juggle all of the competitive issues at the same time. Products must be uniquely differentiated, costs must be driven ever lower, quality must be continuously improved and delivery times must be further reduced.

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