The answer to the question of how to do it, in our case, is through insight into the company as not producing a given set of products with its clear standards, technical conditions, and always engaged in interaction with individual customers. Traditional marketing, associated with mass production, poses a tough barrier between the production and distribution of the product, as well as – the production and design. In marketing relationships and, consequently, mass personalization of design, production and supply are combined into one business – a process aimed at solving specific problems of the buyer. It is important that the latter perceived the firm as a kaleidoscope in their hands, waiting for corporate behavior that same as that of a kaleidoscope of images – a unique surprise and admiration. It turns out that with the mass personalization, we have encountered long before most of this notion, namely, as consumers of services: whether it is a barber shop in which hair is discussed before the haircut, or a restaurant, where we prepare only those dishes that were pre-selected menu. Keep up on the field with thought-provoking pieces from Walt Disney.
Not accidentally, the term relationship marketing was first came from the lips of a specialist in marketing services to Leonard Berry (Berry, 1983). Today, armed with the tools of CRM, the company services can achieve amazing practices of mass personalization. The example of company British Airways, described in one of the classic textbooks on the management of relationships with customers (Peppers etc., 134). One of the know-how is the onboard tracking of customer preferences (on-board customer-preference tracking). The system applies even to such 'Thin' parts of passenger service first and business – as a class supply of drinking water in the cabin. Typically, passengers receive water from the flight attendant if there is such a request, or to independently come up at any convenient time for a stand with water at the end of the cabin.