Omotenashi and Customization. Travelers who visit Japan are stunned by a unique kind of hospitality. At the heart of Japanese hospitality is “Omotenashi,” the host’s anticipation of what a guest needs—from ensuring guests feel relaxed and happy, to the host’s polite attitude, genuine smile, punctuality and attention to details. Another aspect of Omotenashi is the idea of taking pride in rendering service and not about being rewarded for the service. It is based on a non-dominant relationship among equals. The Japanese language makes no distinction between guest and customer, while in other cultures, the concept of service suggests a hierarchy between server and customer. Hosts do not receive instructions directly from their guests, as guests who request directly are considered unsophisticated in Japan. At Ramen Nagi you’re given an Omotenashi Sheet which also helps you design-your-own ramen. If you’re not in the mood, just choose Chef’s Recommendation. There are add-ons like egg or seaweed. And if you’re still not satisfied with how your ramen tastes, there are condiments on the table. The price is right for a customized quality product served courteously and fast!
D.Y.O. consumers are not price-sensitive provided quality, service thresholds, and efficient order delivery are met or exceed expectations. When a consumer engages in the design process, there is greater perception of value and greater enjoyment. How much is that worth? D.Y.O. cements the customer to the brand.
Here’s how to combine the flexibility and personalization of custom-made with the reliability, quick order turn-around and low unit cost associated with mass production:
1. Be clear. Will customized offerings be your core business or an add-on tool to build loyalty?
2. Begin with a base. Will it be a burger, taco or chicken?
3. Ruminate on desires. Unlike mass production that zeroes in on a few common desires, mass customization is about figuring out the many, many ways desires differ.
4. Think modules. This is key. Identify which components can be added to the base to come up with different combos. Modularizing each component must work hand-in-hand with your processes and people. Think of components as Lego pieces. The individual components can be mass-produced beforehand, laid in ready-to-assemble modules, and combined in unique ways. What considerations would you make about components, modules and assembly if you were a Lego designer?
5. Trim to a T. Decide how much customization to offer. Fully-customized or minimal options? Customers are turned off by having to make too many choices.
6. Test it. Is your system robust and sturdy with near to mass production efficiency, consistency and profitability?
7. Design a platform. Whether online, an iPad or a piece of paper, use a platform with a simple template as a starting point and lay the choices intuitively. If customers find the selection a hodge-podge or too overwhelming they will spend their money elsewhere.
8. Offer ready-made. Still have one or two ready-made “specials.”
Pauli Antoine 