Customer Focused Products Require Customer Focused Content

• 11 years ago

Customer Focused Products Require Customer Focused Content

Stuck in a sea of sameness? Trapped by consistency? Maybe it’s time to customize – your approach, product and content. Companies that customize their mass products use content to support easy interaction and build brand loyalty. The content addresses the customer first and then highlights efficient processes, great design, and terrific service. Show a willingness to treat each customer as an individual, a partner or fellow innovator.

Let the Customer Create Their Own Product

Customization was once the domain of the super rich but it is now accessible on a mass level. Automated processes, new production methods and technology are allowing B2B companies to customize upon request. Made-to-order products require customer-focused content that invites easy interaction. Customers get just what they want in an efficient and pleasant way.

Here are two examples of B2B companies using online design tools known as configurators. The configurators help customers create their own product, get a quote, or purchase a custom product online. They select from a list of options or add specifications.

California-based manufacturer Jonathan Engineered Solutions makes aluminum ball bearing slides and aluminum friction slides for military and transportation applications. Their product pages provide multiple ways for customers to interact: Get a Quote, Contact a Sales Engineer, or Create Your Own Slide. The quote is based on what the customer has selected from the options presented.

PowerVar, a manufacturer of power protection equipment in Waukegan, Illinois, uses a product configurator to help customers find their own solutions. A simple page offers selection criteria relevant to power load. I like the “Tips” box that explains how to get the best results.

Start With The Customer

Know your customer.  Understand what options and features they want. The key to this kind of offer is to not overwhelm the customer with too many choices. Make the interaction very easy with simple navigation and familiar wording.

In the B2C environment look at Mustang’s customizer or YouBar custom energy bars to see how companies are starting with the customer rather than the product. Which do you think your customers prefer mass produced or custom ordered?