Henry Ford advo­cated his “one size fits all” strat­egy on Model T pro­duc­tion when he said, “Any cus­tomer can have a car painted any color that he wants so long as it is black.”*

Eighty-nine years later, com­pa­nies are embrac­ing the idea that each cus­tomer is unique and deserves rel­e­vant, per­son­al­ized expe­ri­ences and prod­uct options. What’s dri­ving this? We are liv­ing in what For­rester Research calls the Age of the Cus­tomer, where con­sumers are empow­ered with tech­nol­ogy to obsess over their desires, and the suc­cess­ful com­pa­nies obsess over those too. In this recent webi­nar, For­rester pairs up with Adobe cus­tomer — lead­ing U.K. auto­mo­bile man­u­fac­turer – Renault to dis­cuss embrac­ing cus­tomer obses­sion with cus­tomiza­tion and vivid dig­i­tal expe­ri­ences.  Renault even shares suc­cess­ful tac­tics of its own using Adobe Scene7.

Prod­uct cus­tomiza­tion can be a pow­er­ful dif­fer­en­tia­tor and rep­re­sents an oppor­tu­nity to deliver greater value, build loy­alty and develop one-to-one cus­tomer relationships.

Roll over, Henry Ford. Today, you can have any color you want, as long as it’s the one you want.” — James Gilmore and B. Joseph Pine II, 2000

*Source: Henry Ford and Samuel Crowther, My Life and Work, Gar­den City Pub­lish­ing, 1922

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