INSIDERS Letting Customization Lead Innovation

Letting Customization Lead Innovation


Joe Pentlicki
Joe Pentlicki
Oliver Manufacturing - He first joined Oliver Manufacturing in 2010 as operations manager and has continued to excel, becoming chief operating officer in 2011 and adding vice president to his title in 2015. Today, Pentlicki is responsible for activities directly related to manufacturing products and providing quality service to customers. He oversees department managers, directs and coordinates financial activities and manages the day-to-day operations of employees. Pentlicki served in the United States Army from 1985 to 1991 and prior to joining Oliver, worked for more than 15 years for the Harloff Company and later provided consulting services for manufacturers across Colorado.

“Customized.” “Just for you.” “Tailor-made.” “Personalized.” How many times have you come across those words in marketing materials and advertisements during the past year? It’s nearly impossible to avoid them as mass personalization has become a reality for businesses and consumers.

Businesses have not only developed the capabilities to measure specifically what each individual consumer wants, they are now in a position to link their processes and resources to provide it, reports Nigel Wixcey, a lead partner of Consumer Business at Deloitte LLP.

Empowered by social networks and digital devices, consumers more and more are dictating what they want, when and where they want it. It’s not a stretch to say that personalization is no longer a luxury; it’s expected as part of service.

The one place where this is in its infancy is the healthcare industry, and I’m excited to see more advances made in this area. The opportunities here seem endless from doctors on demand to DNA testing with prescription diets and lifestyle plans, and from diabetes tracking to online therapy.

Personalized service is changing consumers’ expectations and the way businesses do business. As a small, family-owned manufacturer, we’ve been doing personalized service and customized products before it was the “cool” thing to do. We have the flexibility to focus on meeting each and every client’s needs.

Unlike larger companies that are defined by set parameters and rigid procedures, we are open to new ideas and testing new things. We are willing to work with customers to solve their challenges. In fact, we enjoy and take great pride in working with customers to solve their challenges. This not only keeps us sharp, but also keeps us innovating … and this keeps us delivering in new ways beyond what we ever imagined.

Some might say agriculture has long been personalized especially at the farm level with DTN’s news and weather service, soil tests, and prescription mapping. Digital advances allow for each field zone to have its own prescription for fertilizer, hybrid or variety and in-season applications. Think about how you can take your customer’s experience to the next level — it could be something simple like a follow up phone call or something more complex like a chat bot to answer questions on demand.