Create, cheaply and consistently, a customer offering that is unique;not just one time—but every time.
	Use digital technology to improve collections of customer data, and use that information to develop mass customized offerings.
	Dell Computer, customizes web pages for corporate customers’ standards and enables on-line computer customization and ordering. Dell has also customized links to suppliers that enable real-time sourcing of materials. By collecting this data on market patterns and purchasing trends, Dell has been able to respond rapidly to changing customer needs, and more effectively manage their brand. In addition, customer loyalty has increased—Dell recently replaced Compaq as the top supplier of desktop PCs to corporations.
	Quicken Financial Network (p. 96)allows visitors to its web site to receive ongoing analysis of their individual stock portfolios—and is expanding the self-customization offerings to include insurance, tax filing, and retirement planning. By doing so, Quicken is both strengthening its brand as a financial services provider, and establishing a financial services-related community.
	Pointcast (p. 95), Hallmark (p. 97), Utilicorp (public utilities company, p. 98), PreussenElektra (German electricity giant, p. 100)