Brands want (as they should) the flexibility to change the strings that are being shown in their apps, since they have a specific way of communicating with their guests. Before the Customization Center, these string changes had to be communicated by the Client to their Account Manager. Then, they would align internally with the Development Team to get the changes implemented. With Mobile App, a new app update would have to be executed as well.
Not the mention, other channels were not allowing customization at all. All this meant a long waiting time and obvious frustration - which can't be the case with MENU. Because we don't accept it :)
What is Customization Center?
Customization Center is a system that allows Brands to have easy access to a full directory of all strings and make changes that are immediately shown in the user-facing applications. At app startup, applications pull the latest strings from the Customization Center to ensure that the most up-to-date content is shown to the user.
What does it do, exactly?
It centralizes the management of customization capabilities to strings and beyond - like enabling different layouts. It means that the Brand has total control over how their user-facing content looks and reads like - with the ability to introduce changes real-time.
What are the benefits?
To name a few:
- Centralized content management
- No waiting time
- Better reach (strings in multiple languages)
- Consistent customizations across all apps