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Creating Customization Experiences: The Evolution of Product Configurators

In: Mass Customization and Customer Centricity

Author

Listed:
  • Paul Blazek

    (cyLEDGE Media GmbH)

Abstract

Researching product configurator solutions for more than 15 years shows a shift from a mere focus on technical viability and stability to a customer-centered choice navigation value approach. Concerning the evolution of product configurator solutions, research highlights that building up a clearer understanding and measurement ability of the experience quality of the offered customization process is of essential importance. To fulfill the customers’ desires and requirements, it is not solely crucial to offer a customizable product but to also regard the entirety of the configuration process. Besides a strong technical fundament, therefore, a core success factor of configuration systems is providing an appropriate user interface that is easy to understand, allows intuitive handling, gives support in navigating through complex choice sets and guides users to the fitting solution. To provide customers with a positive configuration experience, a sound device-oriented interaction process understanding is necessary. The willingness to initiate emotional effects, offer an appropriate visualization, initiate emotional effects and reduce pain points like long loading times and complexity boosters that lead to confusion is essential for building up a sustainable and successful solution.

Suggested Citation

  • Paul Blazek, 2023. "Creating Customization Experiences: The Evolution of Product Configurators," Springer Books, in: Thomas Aichner & Fabrizio Salvador (ed.), Mass Customization and Customer Centricity, pages 179-209, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-09782-9_7
    DOI: 10.1007/978-3-031-09782-9_7
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