Mass Customisation

New Process Technology

Mass Customisation processes integrate the design and sales activities before the production stage. Customers become actors within the design process. They are first engaged in dialogue to design their unique products that precisely meet their requirements. This dialogue can be overt or hidden, perhaps behind a question and answer session. Design can include simulation so that customers can trial the product under varying situations. Design aspects can include not only the product or service, but also its delivery and its on-going servicing. Once customers have designed their product, confirmed the purchase and settled the financial aspects, only then do you build and deliver the product or service.

With some service products like insurance Mass Customisation involves an ongoing customer relationship. It allows customers to continually assess and amend their investment portfolios. This involvement can happen on any day of the week, at any time and from any place. It may be done by the customer themselves, their agent, the supplier, or any combination.

Mass Customisation is the outcome of 1-to-1 targeting and promotion. Early adopters of mass customisation need to identify suitable participants. Typically those who are more educated, can articulate their needs, are skilled with technology, have more complex lives, and have higher disposable incomes. These lead consumers will become a good source of product ideas that can be offered to the less adventurous customer. Another possibility is the implementation of user friendly interfaces that hide the design process and so are less intimidating for the followers.

Next is New Product Technology

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