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One Size Fits All, Made-to-Measure, and Bespoke Tailoring: Challenges in Building an Attractive Service Portfolio

In: Handbook of Research in Mass Customization and Personalization (In 2 Volumes)

Author

Listed:
  • Hans Björkman

    (Unionen, Sweden)

Abstract

Customer Relationship Management (CRM) can be described as aiming at creating shared interests as a means for building loyalty between organizations and their customers. An important issue is hence whether mass customization strengthens or weakens such relations. On one hand, the element of customer co-design in mass customization tends to strengthen the relations. On the other hand, mass customization builds upon a fixed or restricted design space and limited personal interaction and may thus result in weaker relations than individually customized services. Unionen, a major white-collar trade union in Sweden, provides a broad and attractive service portfolio consisting of standardized, mass customized, and individually customized services. Each individual member creates an individual service portfolio through: (i) Personal choice of information, activities and services. (ii) Mass-customized/customized services. Linkages between standardized, mass customized, and individually customized services will be discussed and the issue of building relations with members/customers will also be treated. The chapter concludes with a description of the results of the chosen strategy and a discussion concerning the possibilities to generalize from the experiences gained.

Suggested Citation

  • Hans Björkman, 2009. "One Size Fits All, Made-to-Measure, and Bespoke Tailoring: Challenges in Building an Attractive Service Portfolio," World Scientific Book Chapters, in: Frank T Piller & Mitchell M Tseng (ed.), Handbook of Research in Mass Customization and Personalization (In 2 Volumes), chapter 35, pages 683-697, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814280280_0035
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