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Mass Customisation - Operation Strategy
This example of mass customisation is rather limited in scope to denim trousers. A customer who wishes to purchase a jacket of a particular style, size, colour, pattern and material is still likely to find his requirements best met by the traditional job shop operation, the bespoke tailor. There is evidence of technology being used to customise the process at least cost. The Internet can provide what appears to be personalised service yet isn't. Financial services companies such as Virgin are beginning to introduce products generally referred to as aggregate products which provide a single account for all financial transactions including bank account, mortgage, credit card facilities and investments. These accounts may be a step towards mass customised personalised service.
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