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Product Strategy: Key Challenges of Smart Customization

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DOCUMENT DESCRIPTION
Customers, these days, demand ever-higher levels of personalized products and services to suit their needs. Their demand is grounded on technological disruption and access to up-to-date information. Thus, they believe that in an economy characterized by disruption and operational innovations that make customization possible, they have an excellent chance of getting it.

However, leadership at most supplier organizations believe that a strong focus of attention is the key to keeping rivals at bay and realizing amazing revenues. But the approach has its own shortcomings, as a focused market, geography, value proposition, or segment becomes replete after a while. Organizations need to aim for and harmonize multiple points of focus to keep up with the fragmenting demand of their customers.

This presentation, first, highlights dissimilarities in the approach companies adopt towards customized client requirements. The slide deck then talks about the concept of "Smart Customization" and explains in detail the 3 key challenges that companies have to face while implementing Smart Customization:

1. Cost of Complexity
2. Valueless Variety
3. Value Creation and Delivery Alignment

The slide deck also includes some slide templates for you to use in your own business presentations.

Got a question about the product? Email us at flevypro@flevy.com. If you cannot view the preview above this document description, go here to view the large preview instead.

Source: Product Strategy: Key Challenges of Smart Customization PowerPoint document

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Product Strategy: Key Challenges of Smart Customization

  1. 1. This is an exclusive document to the FlevyPro community - http://flevy.com/pro Framework Primer Product Strategy: Key Challenges of Smart Customization Presentation created by Cost of Complexity Valueless Variety Value Creation and Delivery Alignment 1 2 3
  2. 2. 2This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview Smart Customization Cost of Complexity Valueless Variety Value Creation and Delivery Alignment The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  3. 3. 3This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Leading organizations are offering bespoke solutions to customers to drive growth through Smart Customization Presentation Overview To serve customers’ fragmented needs, companies often outstretch the optimum level of complexity in their systems and portfolios while striving for customization. Customers, these days, demand ever-higher levels of personalized products and services to suit their needs. Their demand is grounded on technological disruption and access to up-to-date information. Thus, they believe that in an economy characterized by disruption and operational innovations that make customization possible, they have an excellent chance of getting it. However, leadership at most supplier organizations believe that a strong focus of attention is the key to keeping rivals at bay and realizing amazing revenues. But the approach has its own shortcomings, as a focused market, geography, value proposition, or segment becomes replete after a while. Organizations need to aim for and harmonize multiple points of focus to keep up with the fragmenting demand of their customers. This presentation, first, highlights dissimilarities in the approach companies adopt towards customized client requirements. The slide deck then talks about the concept of “Smart Customization” and explains in detail the 3 key challenges that companies have to face while implementing Smart Customization: The slide deck also includes some slide templates for you to use in your own business presentations. 1 Cost of Complexity 2 Valueless Variety 3 Value Creation and Delivery Alignment The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  4. 4. 4This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Customer today have unlimited access to information and thus demand more personalized offerings Multiple Points of Focus – Overview Organizations that tailor their business models and organizational structures in line with bespoke customer needs can become industry leaders versus those that remain static. Most executives believe that a strong focus of attention is the key to keeping rivals at bay and realizing amazing revenues. However, the approach has its own shortcomings, as a focused market, geography, value proposition, or segment becomes replete after a while. Organizations need to aim for and harmonize multiple points of focus, since customers, today, demand highly customized products and services, targeted specifically to their needs. The customers justify their demand as they feel that the advancement in technology, increased access to information, and innovation in operational excellence, nowadays, has enabled them more opportunities to get customized service or product offerings from the suppliers. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  5. 5. 5This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview Smart Customization Cost of Complexity Valueless Variety Value Creation and Delivery Alignment The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  6. 6. 6This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Firms that don’t revisit their business models & operations in accordance with customers’ demands for customization lag behind their rivals Types of Customization – Overview Typically, there is often a two-to-one performance difference between “smart customizers” and “simple customizers.” With rising demands for customized offerings by the customers, organizations need to gauge the value that customization offers to their customers with the complexity costs they can charge them, in order to achieve higher growth and profit margins than their competition. Investigations have revealed remarkable dissimilarities between enterprises in terms of their approach towards customized client requirements: Simple customizers 1 Smart customizers 2 Those organizations that offer transient solutions to customer demands. The firms that trans- form and bring their customer strategies and implementation plans in line with the specific customers’ requirements. Source: Smart Customization: Profitable Growth Through Tailored Business Streams, Booz & Co, 2004 High Low High Low Deliveryalignedwithcost driversandaccountvalue Customer insights and value creation Smart Customizers (40% of companies) Twice as likely to have growth rate above industry average More likely to have profit margins above industry average Average Customizers (30% of companies) More likely to have growth and profit margins below industry averages Simple Customizers (30% of companies) Five times as likely to have growth below industry average More likely to have profit margins below industry average The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  7. 7. 7This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Improved focus on the specific needs of customer segments helps boost the market share Types of Customization – Smart Customization For more info on Smart Customization, take a look at this framework: https://flevy.com/browse/flevypro/product-strategy-smart-customization-3779. Research on various large organizations reveals that smart customizers (high performing companies) have a consistent focus on 3 best practices: Smart customizers have a clear appreciation of the value that customization allows to their customers. They strive to constantly transform towards the point at which customization adds value to both their clients and their organization. They modify their business models based on their customers’ demands, to provide value at significantly lower costs. 01 02 03 For low-end customer segments, smart customizers utilize automation to their benefit and reduce the costs of their sales, marketing, and customer service functions. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  8. 8. 8This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Smart Customization seems simple but is quite challenging to execute Key Challenges of Smart Customization – Overview Not many companies are able to strike a balance between the value of customization and the cost of complexity. Implementing Smart Customization isn’t as easy as it sounds. A Booz Allen Hamilton study of product and service companies—conducted in North America and Europe for over 6 months— revealed that customization programs at around two-third of the companies failed to improve their revenues or profits. The study suggested that most customization initiatives added to organizational complexity. These initiatives drew the emphasis of sales and marketing units off of the real value-added propositions, diverted their focus away from the most profitable customers, and directed disproportionate investments that failed to boost revenue. The 3 main challenges that come in the way of Smart Customization are: Cost of Complexity Valueless Variety Value Creation and Delivery Alignment Source: Smart Customization: Profitable Growth Through Tailored Business Streams, Booz & Co, 2004 1 2 3 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  9. 9. 9This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview Smart Customization Cost of Complexity Valueless Variety Value Creation and Delivery Alignment The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  10. 10. 10This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Organizational structure, operations or value propositions start out simpler but get complex over time Cost of Complexity – Overview Unwarranted customization and complexity diverts resources away from top priority initiatives and limits investment in promising opportunities. DESCRIPTION There are 2 reasons that are attributed to organizations’ decision to add complexity to their product or service portfolio: To create value for a customer segment In response to rivals’ moves. The challenges of increasing complexity stay obscured from majority of the organizations. These challenges include: Balancing customers’ requirements for variety in product and service offerings, with the escalating costs of complying with their needs. Organizations often forget to refresh their decisions about the markets they cater and how they serve them—and end up losing track of the real value of a customer segment and the cost incurred by the initiatives they create. Most firms fall short of targeting customer demands accurately, delivering offerings that set them apart from the others in their pursuit for customers, or providing sustained value to current customers. They fail to develop a thorough understanding of the cost drivers and are unable to differentiate between easy and difficult customization programs, which restricts them from achieving scale and scope efficiencies. – Such a customization leads to intensifying the rivalry and further squeezing top-line and bottom- line figures. CHALLENGE Cost of ComplexityThe content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  11. 11. 11This document is an exclusive document available to FlevyPro members - http://flevy.com/pro One size fits all Processes, Systems, and Resources It is critical for the organizational leadership to ascertain the true value of their customer segments Cost of Complexity – Single Business Streams Single business streams result in tripling the cost base owing to complex systems and the desire to accommodate the unknown. Customer segmentation enables the organizations to line up their delivery systems in such a way that the highest-value customers get the most costly delivery infrastructure, whereas low-value requirements are fulfilled by inexpensive delivery systems. A one-size-fits-all business model cannot work in these circumstances. A large majority of firms, in most settings, perform their typical operations across their product or service ranges. In just about 20% cases, there is a need for some tailoring as per customer demand. However, in their quest for streamlining the business, most firms strive to develop all of their offerings through a single set of operations, which are organized to meet the demands of the most complex offerings they offer. 100% of product The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  12. 12. 12This document is an exclusive document available to FlevyPro members - http://flevy.com/pro In most industries, there is an ongoing competition among service providers for complex, senseless customization that deplete profits Cost of Complexity – Tailored Business Streams Tailored business streams segment products and business flows based on stable and emergent customer needs, and are 3X economical than single business streams. Complex, irrational customization is putting a substantial dent in industry growth. If we take a look at the Telecommunications industry, we find that a majority of the Telco carriers: Offer infinite number of calling plans to consumers and persistently add new propositions to stay ahead of the competition that most customers can’t differentiate—such as, free minutes, discounted handsets, usage tracking services, and wireline- mobile integration. Typically offer these propositions haphazardly to high-value and marginal-value customers. Funnel customers through the same helpline and sales line—manned by expensive staff that is often inadequately trained on calling plans, service packages, and customer issues—who are unable to efficiently manage customers’ queries. Have yet to adopt a tiered customer service approach. Most carriers use expensive sales and marketing system for high-end as well as low-value customers. Source: Smart Customization: Profitable Growth Through Tailored Business Streams, Booz & Co, 2004 Organizations need to utilize tailored business streams to match the level of customers’ needs with the level of operations required to serve them. Tailored 80% Basic and stable 15% Variable, but predefined 5% Emergent The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  13. 13. 13This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview Smart Customization Cost of Complexity Valueless Variety Value Creation and Delivery Alignment The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  14. 14. 14This document is an exclusive document available to FlevyPro members - http://flevy.com/pro It isn’t a firm’s intention to have valueless variety of products or services- -yet unchecked business complexity emerges from good intentions Valueless Variety – Overview Simplicity serves the customers as long as they don’t have a choice or knowledge of other offerings. DESCRIPTION Complexity often goes unnoticed until it becomes a problem. A typical startup evolves by a passionate entrepreneur who has faith in the product or service she/he develops to meet an unfulfilled customer need. These startups are established on the principles of simplicity — serving known customers with a single offering. However, these simple, one-dimensional models—or mom-and-pop operations—can get transformed into complex ventures and add valueless variety. This happens because of a number of external forces and reasons, e.g.: A new grocery store opens in the neighborhood A rival software firm develops a new program to solve the same problem more effectively A customer demands new features or additional services A competitor offers a compellingly low price. CHALLENGE Valueless VarietyThe content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  15. 15. 15This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Leading organizations segment the market on the basis of socioeconomic classes Valueless Variety – Smart Customization Performance Curve Smart customizers carry out segmentation and present offerings (services, models, or products) according to different customer categories. Market leaders categorize products and offer inexpensive products to lower income groups, moderately priced products for the middle layer, and expensive, highest value ones for the high-end—to cover all the customer segments based on their needs. Smart customizers carry out the following actions to control their marketplaces: Create multidivisional management systems to streamline their functions, such as, inventory, manufacturing, and distribution processes They distinguish and share common resources among departments. Source: Smart Customization: Profitable Growth Through Tailored Business Streams, Booz & Co, 2004 The illustration below shows the extent of customization and its impact on revenue and costs: Low Customization Optimal product/ service breadth Greater product/ service breadth enabled High Customization Customized value proposition and delivery Revenuefromcustomization($) Revenue Cost curve with unmanaged complexity Max profit New max profit Cost curve with complexity contained OperatingCost($) 1 2 3 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  16. 16. 16This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Smart Customization of offerings without undue complexity can be a great source of enhanced productivity Valueless Variety – Sources of Improved Performance Streamlining key processes is important to optimize costs and fulfill customer needs effectively. Smart Customization of products and services that becomes a basis of enhanced productivity depends on 2 broad elements. Deeper understanding of the customer and value creation opportunities1 Customize business streams and offerings while ensuring cost optimization2 Tailor business streams to rationalize costs Get the delivery model in line with customer needs Identify value creation opportunities from customization Segregate from competitors through additional, yet streamlined customization Don’t count on additional customization, go for right customization Identify and develop “order winners” in different segments Offer tailored offerings to gain market share and develop strategic relationships The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  17. 17. 17This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview Smart Customization Cost of Complexity Valueless Variety Value Creation and Delivery Alignment The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  18. 18. 18This document is an exclusive document available to FlevyPro members - http://flevy.com/pro The companies that provide the customers the offering they truly value are poised to gain better profit margins than their competitors Value Creation and Delivery Alignment – Overview Providing customers with the product and service offerings they truly value is essential for success. DESCRIPTION Organizations often get inundated by complexities originating from their blunt strategies in response to their flawed insights on customer value—for instance, US automakers interpreted value as increasing the number of models and leaving all quality issues to the mercy of their extensive dealer networks. Toyota didn’t have such extensive dealership networks, but it worked hard to: Limit complexity issues Bundling products Implementing continuous improvement Minimizing the dealer role Offering more robust products This straightforward yet holistic business model--where Toyota aligned its insights on customer needs with its delivery system—helped the company take away a sizable US market share than the traditional U.S. automotive model. CHALLENGE Value Creation and Delivery Alignment The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  19. 19. 19This document is an exclusive document available to FlevyPro members - http://flevy.com/pro The firms that implement Smart Customization can generate value for their customers and drive profitable growth Value Creation and Delivery Alignment – Growth through Smart Customization Analysis reveals that “simple customizers” (with index scores of ≤50) have lower profit margins and are 5x as likely to grow at below industry average. Achieving Smart Customization helps in generating value. Booz Allen Hamilton verified this linkage by analyzing how holistically a company execute Smart Customization and then quantifying its value in driving growth. The analysis included: Integrating Initial industry benchmarks and developing best practice criteria in the 2 dimensions of customization--customer value creation and delivery alignment between cost drivers and account value. Fine-tuning the weighting of the criteria based on their importance in predicting performance. Developing the Smart Customization Index—to show how well a company is doing against the set of best practices identified. Adding the scores of a company on both value creation and delivery alignment, on a range of 0 to 100. Firms with a focus on both value creation and delivery alignment, total scores > 50, and above-average scores in the 2 dimensions were branded “smart customizers”. Growth and Profitability through smart customization Booz Allen Smart Customization Index Score Growth Index The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  20. 20. 20This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Smart Customization has shown to have a strong correlation with growth Value Creation and Delivery Alignment – Profitability through Smart Customization The profit margin index of smart customizers was calculated based on the comparison of operating margin vs. peers to normalize across industries. The analysis on Smart Customization and its value in driving growth found a 99% confidence level between a company’s place in the Smart Customization Index and its revenue growth and profit margins compared with industry peers. The study also revealed smart customizers to have profit margins of ~10% above their peers, and a revenue growth ratio of two-to-one against the rivals. The company growth index was based on comparison of 3-year CAGR vs. industry peers to normalize across industries (15 industry groups used). Source: Smart Customization: Profitable Growth Through Tailored Business Streams, Booz & Co, 2004 Booz Allen Smart Customization Index Score Profit margin index The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  21. 21. 21This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Templates Overview Smart Customization Cost of Complexity Valueless Variety Value Creation and Delivery Alignment The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  22. 22. 22This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Types of Customization – TEMPLATE Insert bumper. Source: Smart Customization: Profitable Growth Through Tailored Business Streams, Booz & Co, 2004 High Low High Low Deliveryalignedwithcost driversandaccountvalue Customer insights and value creation Smart Customizers Average Customizers Simple Customizers The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  23. 23. 23This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Key Challenges of Smart Customization – TEMPLATE Insert bumper. Source: Smart Customization: Profitable Growth Through Tailored Business Streams, Booz & Co, 2004 Cost of Complexity Valueless Variety Value Creation and Delivery Alignment 1 2 3 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  24. 24. 24This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Key Challenges of Smart Customization – TEMPLATE ALTERNATE Insert bumper. Source: Smart Customization: Profitable Growth Through Tailored Business Streams, Booz & Co, 2004 Cost of Complexity 01 Value Creation and Delivery Alignment 03 Valueless Variety 02 • Insert filler text, filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text, filler text. • Insert filler text, filler text, filler text, filler text, filler text, filler text. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  25. 25. 25This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Insert headline Key Challenges of Smart Customization – TEMPLATE ALTERNATE Insert bumper. Source: Smart Customization: Profitable Growth Through Tailored Business Streams, Booz & Co, 2004 Cost of Complexity 01 02 03 Value Creation and Delivery Alignment Valueless Variety The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  26. 26. 26This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Download 100s of similar frameworks from the FlevyPro Library: https://flevy.com/pro/library/frameworks The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  27. 27. 27This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Need more frameworks? Download our Complete Business Frameworks Reference Guide, a 350+ slide compilation of 50+ frameworks, on Flevy The Complete Business Frameworks Reference Guide is a best selling document on Flevy. It is 350+ slides--covering 50+ common management consulting frameworks and methodologies. A summary is provided for each business framework. The frameworks in this deck span across Corporate Strategy, Sales, Marketing, Operations, Organization, Change Management, and Finance. This reference guide is great for those who need a refresher on common frameworks, as well as be introduced and learn new useful frameworks. You can find this document here: http://flevy.com/browse/business-document/complete- consulting-frameworks-toolkit-644 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  28. 28. 28This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/product-strategy-key-challenges-of-smart-customization-3780
  29. 29. 1 Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com

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