Loyal customers and increased market share
Customer intimacy aims to achieve increased market share by personalizing services and customizing products to meet varying customer needs.
The strategy relies on deep customer knowledge and insight into customers’ business processes. Companies who pursue this strategy must respond quickly to the needs of the individual customer. Examples of such customer-centric companies include Lexus, IBM, Virgin Atlantic and Amazon.com.
But what if your organization doesn’t fall into this category? How can you focus on individual customer’s needs while offering superior products and maintaining cost management? Modular Management can help you:
Modularize (not standardize).
There is an important difference between standardization and modularization. Standardization aims at phasing out low running products to reduce the number of parts managed. While this seems attractive from a cost and quality perspective, it often leads to conflicts with marketing and customers.
Embrace changing markets
Modularization starts with understanding where variety and product development is needed. It accepts diverse and changing markets; it standardizes interfaces rather than the product or service itself. It allows a company to combine a few building blocks – modules – into more products than marketing and customers may imagine.
Modular Management can show you how to arrive at a new product design that lets you evolve with the market needs. We do this by using the process of Modular Function Deployment®, a cross functional product design approach, which starts and ends with your customer requirements.