Marketing 0

Allowing Individual Control
Rooted in human nature is the desire to have control over oneself
and the environment. Having a perceived control—the sense of being

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in charge of our decisions and the outcomes—is shown to improve
happiness. Thus, businesses should demonstrate that technology
facilitates customers to have this sort of control over their buying
decisions.
Limiting the choices for customers does not mean providing them
with only one given option. Customers should still be able to make
the customization on top of the automated personalization made by
companies. Every customer desires a different level of control over
product choice and touchpoint selection. Technology allows
companies to predict their desire for control and provide the right
balance between personalization and customization.
It should be a co-creation process between companies and customers
not only in product selection but also in the overall customer
experience. Every customer will want to have unique sets of
experiences when interacting with the same products or services.
Making products and touchpoints unbundled and modular allows
customers to pick and choose the customer experience component
they want. It is essentially a co-creation of experiences, which in turn
will increase the sense of ownership from the customer side.