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