Customized products and services

I often wonder how much business is lost by companies  not interested or willing to modify standard products or services to meet the desires and needs of their customers. During a time in which many manufacturers are embracing lean techniques and just in time inventory, is it really a stretch to manufacture customized products?

Recently I was in a restaurant with a limited number of specials on the menu, below which in large type was the phrase “No substitutions”. Is it really an imposition on the kitchen to substitute apple sauce for cole slaw? If it is, would not the customer and restaurant be better served by allowing the change at a slight up-charge?

My friend Brooks Hull has a successful company, Bay Corporation, which manufactures medical gas fittings and hoses. Not only can each assembly be custom made, but customers can go onto the web site and configure and price each custom assembly.

Businesses that are going to survive and prosper are going to have to be more and more customer-centric. To a great extent this means delivering the goods and services that the customer wants when the customer wants them.

Will Limkemann
www.siqualtd.com