Capital One 1997 Annual Report Download - page 14

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Their way:
one size fits all
ass customization is the marketing endgame of the
Information Age. Instead of offering a single product
that fits some of the needs of some of the people some of
the time, mass customization packages product attributes in
thousands of combinations, creating something for every-
one. Capital One’s ability to mass customize is revolutioniz-
ing the direct marketing of financial services, and we intend
to remain in the vanguard of this revolution as it trans-
forms other industries. ■Successful mass customization
requires an infrastructure of massive scientific testing, huge
databases, and extraordinary technical and analytical com-
petence. Capital One’s infrastructure, the product of ten
years of major investments in talent and technology,
positions us strongly, is very difficult to copy and is a major
source of competitive advantage. ■Like IBS itself, mass
customization is highly flexible and can be applied to a
broad range of products, industries and markets.
M
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