Competitive advantage, differentiation, unique value offering, great customer service.
For a long time now, these have been some of the main descriptors manufacturers would use to describe what makes their organization successful in the presence of growing competition. Essentially, if you made a reliable product that served its purpose and took care of customer grievances quickly and professionally, your organization would be able to acquire a loyal customer base and ensure long term success.
Up until recently, the optimization of production processes and ensuring high customer satisfaction were conceptualized as two entirely separate efforts within a company. Today, the introduction of new technology, coupled with current market trends, is shaking up this perspective.