How should services accommodate the variation introduced by the customer, is one of the hardest questions for managers to answer Standard approach is to treat this as a trade$-$off between cost and quality. More accommodation $->$ more cost. Less accommodation $->$ less satisfaction. Standard approaches may overlook ways to accommodate customers, or to sacrifice too much to try and satisfy customers. In this regard, what are the differing types of variability in customers, and what types of accommodation strategies exist to counter these hard$-$to$-$manage variations?