One-to-One Marketing

Mass Customisation

Mass Customisation harnesses these new technologies to bring customised and personalised products and services to customers at a mass production price. Now you can have your cake and eat it! The uniqueness and profitability of customised products and services, together with the economies of scale and mass market penetration, stemming from the use of mass production techniques.

Mass Customisation introduces a new paradigm whereby companies seek to fragment the market through economies of scope. Customers become integral with the product and service design processes, with more sophisticate customers undertaking simulations to answer "what-if" questions. Products and services are assembled from components to build unique products for individual needs.

Mass Customisation, like One to One Marketing, requires new organisational thinking. Every customer interaction provides an opportunity to learn more about the customer's needs and to then amend their existing products or services to meet their changing circumstances. True customer service leading to strong relationships and enhanced lifetime value. Every employee becomes a marketer!

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