Where in your business can you allow your employees and clients to customise how you interact with them? Can you let them choose their preferred method of communication, the frequency, their design and picture? Where can you allow the player to really be the one choosing based on what they really want and away from those horrible things that they dislike?
These are the types of things to consider when offering customisation as an option. The most effective ones are those that reach further than just superficial elements such as a look and feel, but delve more into the motivational preferences people have and choose. The more you can allow to let the user self-construct their preferred package by offering a number of choices, the more they will feel they have ownership of the product or service you offer.
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What will you allow the employee or client to customise to their liking?