Mass Customisation

New Organisational Thinking

Mass Customisation requires different organisational thinking:

Marketing of Mass Customised products and services is closely related to the philosophy of One-to-One Marketing as conceived by Don Peppers and Martha Rogers.
Design systems must be accessible by customers, their agents or your agents or sales force. R&D must be prepared that many customers may devise superior product offerings. In fact they need to encourage such customers as they can be a fruitful source of product ideas which can then be offered to less adventurous customers. Information becomes a key design parameter.
Servicing must be able to support as many product variations as there are customers.
Processes need to be dynamic rather than static.
Protecting privacy is important. Threatening privacy destroys trust and discourages collaboration.
It requires that all parts of the organisation that deal with or support customer services, to be truely customer focused, treating each customer as well as each product on an individual basis. The whole organisation needs to be marketing orientated as any customer contact point could be an opportunity to further customise the customer's product.

To be successful with Mass Customisation you may well need to undertake a complementary change management programme.

Next is Benefits of Mass Customisation

To Follow: Examples - see FLW slides - separate page?