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Although customization benefits a company, a company can still overdo customization. The benefit to the company no longer exists in such a case, namely when:

  • Customers dislike the customization. This becomes a feasible possibility when the process for a customized product or service proves confusing or tedious. It would depend on the product, service, and target demographic, but there could be too many available options, for instance.
  • Alternatively, the costs to the company might exceed the revenue such customization generated. Patrons may be unwilling to pay the increased costs associated with a more customized product or service. What's more, customers may also require education to develop a bespoke product with which they would be satisfied, and this would incur further costs.

Of course, a demographic interested and willing to pay a premium will exist. There is a prestige factor, especially with luxury goods and services, or for one-time purchases.

Preview the lesson material: 

Warm Up: Discuss the questions with your partner for five minutes.

  1. Have you ever bought a customized product or service? Please explain.
  2. What are some products or services which tend to be customized to the buyer?

Summarization: Summarize the article with a partner. Try to do so with only two or three sentences.

Discuss: Discuss these questions with a partner. Remember to support your answers.

  1. Do you agree with the contents of the article, namely customization has negatives?
  2. What other negative factors can you imagine with too much customization? Please explain.
  3. The article strictly focuses on the negatives of customization. Brainstorm some positives.

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