Implementing customer relationship management in mass customized business

Customer loyalty and satisfaction with a company´s products or services is often seen as the key to a company´s success and long-term competitiveness, including mass customized business. While mass customization has already been discussed in the literature for several decades, few paid its attention on how to implement customer relationship management in it. To tell the characteristics of CRM in mass customized business, this paper discusses the requirement proposed by MC to implement CRM, and then gives some suggestions for future research.