Among others customizing the standard products or services could:
1. Lead to entry into adjacent markets ala Moore bowling alley analogy.
2. Discover inefficiencies in processes ala TPS which will help improve the production of the standard version
3. Increase customer retention - if I can have it my way why would I go elsewhere - in turn increase customer LTV.
4. Make the organization more agile to change
5. Reduce inventory
6. Indirect market research through involving customers in the product design process - are some other gains of profitably delivering mass customization
5. A superlative customer experience ala Pine Gilmore Experience Economy
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