The Personal Attention Approach
The personal attention approach is basically the concept of mass-customization applied to services. With this approach each customer is treated as an individual with the service firm often maintaining a database of each customer’s likes and dislikes. This data can be collected manually in personal books as noted below at Angstrom’s or more formally by electronic means. as the Ritz-Carlton does with all of its guests. In the latter case this information is then available throughout the entire organization. The following example by Tom Peters describes how Angstrom’s internationalizes its personal attention philosophy After several visits to a store’s men’s clothing department a customer’s suit still did not fit He wrote the company president who sent a tailor to the customer’s office with a new suit for fitting.When the alterations were completed the suit was delivered to the customer-free of charge.
