Joseph Pine II is one of the most important masterminds and researchers for Mass Customization, he explains the importance of visual customer interaction for the success of configurators here. "Recognize also that the most frequent mistake mass customizers make is overwhelming their customers with too much choice. Fundamentally customers don’t want choice; they just want exactly what they want.
Provide a design tool so you can figure out what they want at this moment in time, and then get that information back into operations to do something different for that customer."

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Konstantijn van Empel

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