Since the Internet is interactive, information can be obtained through surveys and questionnaires administered online. Customer feedback mechanisms can be built into Web sites to enhance customer satisfaction and provide insight for improving products and customer service. Loyal patrons can be recognized and thanked through the use of customer tracking systems. Plus members asking them to visit the Web site and evaluate a special fare to Asia. The Internet facilitates interaction between manufacturers and their customers.
Customers can participate in the development process interactively with the producers.
Interactivity between customer and producer marks a return to pre-order producing. Customers welcome the chance to participate in the design of their own highly personalized products and services. In his 1987 book, Future Perfect , author Stan Davis developed the idea of Mass Customization , the large-scale production of goods tailored to individual customers' needs. Modern information technology, he asserts, enables the manufacturer to track the individual customer's preferences, and, by means of flexible automation, to individualize each product during assembly. Most importantly, by automating the customization process, the custom good can be produced at costs competitive with standardized goods.