Increasingly, businesses are attempting to tap into customers by providing an option to customize the products and services they ordered. Depending on the industry and type of business a customer could be an individual, a private corporate entity, a non for profit or a governmental agency.
Providing customers with more control and options over modifying the goods or services they order also helps establish better relationships with customers. In a sense, the customer almost becomes a valued partner, employer or consultant for the business. The following are some example of customizing goods for consumers: Mircosoft and Windows 7 operating system, Dell providing computer options for customers, operations software suppliers, etc…