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How user communities improve mass customization productivity

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ACM Press

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This papers addresses the question how mass customization firms use communities to improve customer interaction and thus making mass customization more productive. Out of a pool of 118 mass customization firms and their communities, we selected representative companies (in terms of community size, - integration and openness) within an iterative approach for in-depth interviews. We found that communities can serve as levers for mass customization productivity, but companies seem to exploit them differently: Companies with a small customer base tend to limit communities merely on marketing communication to increase sales output. Providers with large and integrated communities realize a broader productivity potential from communities, exploiting them not only for increasing productivity output but for decreasing input factors in customer interaction processes (such as support in product configuration).

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Straßburger, Simon (2013): How user communities improve mass customization productivity. Proceedings of the 6th International Conference on Communities and Technologies - C&T '13. DOI: 10.1145/2482991.2483008. ACM Press. pp. 74-79. Full Papers. Munich, Germany. June 29 - July 02, 2013

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Mass customization, (User) Communities, Qualitative research

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