In recent years, customer supply and demand has increased, making it clear that they want much more. Settling for the basics is no longer an option and meeting everyone’s expectations is difficult, but necessary.
What can be done in these cases? Simple, solve the demands through mass customization. It seems like a somewhat ambitious strategy, and sometimes even a little risky, but it has some benefits and the implementation costs are not that high.
Let’s get to know a little more about the advantages of customization with respect to masses and through some examples you can visualize a little more about use. Is it worth it or not to use it? We will define that together throughout this course.
What is mass customization?
Mass customization talks about the ability of an organization or company to produce products or offer services that meet the preferences of the masses. In the same way, it is achieved that these have a relatively low cost and fit into the market with high demand.
It is about companies adapt to the real needs of customers and seeks to meet those demands. One of the main advantages is that it is a marketing technique that offers a lot of flexibility and that looks for ways to personalize each of the products. In addition, through innovative manufacturing techniques, parts can be produced that create profitable products and that costs guarantee profitability.
Of course, this is possible if various techniques are used, including software that personalize the competitive advantage over other companies. We are talking about a way to enter the market and be successful with products that really work. It is important to mention that not because they are “generic” products the quality is low, on the contrary, they try to maintain standards without altering excellence.
Mass customization is a revolutionary system that has broken the old business paradigms and its focus has been directed more towards a new production system. Making it clear that the “new products” they will fit into the minds of customers and the company.
History and evolution How did we go from mass production to mass customization?
Alvin Toffler was a writer who through his works became known as a “futuristic”. An American national and with a flawless career in 1970, he gave an early concept of a system similar to mass customization. This subject spoke for years about what the digital revolution was going to be at that time.
But, in 1987, another writer defined the concept, this subject was stanley davis. through his book “Future Perfect” paved the way for what is known today as mass customization. Of course, at the time it was impossible to imagine that mass production would be transformed to satisfy consumers in a personalized way.
Similarly, companies achieve transformation by leaps and bounds and customer service moves to a higher level. Here customer excellence exceeds expectations and focuses on designing products under the user’s desire and this is set up on the mass production line.
Can it be complex? At first these types of configurations seemed to be impossible, but technology and practice are proving that the future has arrived. Consequently, mass customization becomes a simpler process than you think. In other words, the objectives of these new types of production is through a flexible method of prompt response, to expand the capacity to produce personalized articles.
What are the benefits of mass customization for businesses?
Many are the benefits of mass customization not only for companies, but also for the customers.
Among them are:
design
The Mass customization allows designing a product according to the demands of the masses. Of course, this is not why the initial idea is left aside, but rather it is customized according to what customers need.
Depending on the companies, the adaptability with the masses links many areas and fields. It is not a question of giving a whole, but of adapting that whole to the benefit of the company. For example, a software designer has the flexibility to design, modify or delete some functions if the user demands it, but a way is sought so that it does not alter the initial costs and if it lowers them much better.
It is part of a profitable marketing strategy
marketing seeks to have a competitive advantage over other companies, and at the same time provides the opportunity for products and services to reach the masses. Mass customization is part of these strategies and they take advantage of their capabilities to be more accessible to consumers.
Of course, all this occurs without affecting the quality of the brand, since customers often rely on the high reputation of the companies. This allows you to increase sales, maintain loyalty and have the opportunity to obtain unique products..
Helps reduce costs = Higher revenue
If a good idea helps reduce costs and is profitable, it is more than affordable. Mass customization helps control inventories and implements a viable manufacturing route that meets business and customer expectations.
At the same time, actively collaborates with companies to minimize inventories and increase efficiency. In these processes, everything is connected, reliable suppliers are maintained, an inventory replenishment system is integrated, and only the necessary materials are requested. Nothing is wasted and it’s all part of customization.
production efficiency
Mass customization allows companies and production centers to manufacture on a large scale, and that production already has a customer waiting. Consequently, warehouses full of inventories with an uncertain future are reduced. Efficient and personalized production goes directly to the consumer without altering the cost line and satisfying the desire of users. The latter in the end receive a mass-created product under their demands and leaves short-term profits.
Permanence in the market
Imagine entering an online store and ordering a specific product, customizing some aspects. This is possible? Well, yes it is and it is part of mass customization. Undoubtedly, if a company offers you the opportunity to change an element, this will definitely influence your decision to buy. So the company becomes your ally and manage to attract more customers in the marketthus extending their stay in it.
Main mass customization methods used so far
The mass customization allows the growth of a companythis is indisputable, even when the market competition is even.
Without a doubt, companies are based on four basic principles that help mass production, these are:
collaborative
It is about customers adapting to changes in companies, and in turn the company personalizes their demands. It is more of a win-win relationship, you as a customer can make some variants of a product under suggestions and choose from the range of options. And the company responds with alternatives that fit what you want.
This gets the customer involved in the choice and opens a communication gap so that they are heard. As this happens, the company anticipates so many changes and future deliveries may not have as many demands, because the base product already meets the desire.
adaptive or flexible
If a product is standardized, the same client can give it a personalized use. Here the changes are not so radical and it is about mass production not being altered so much. It is possible to change the tone of the colors, the model and the type of delivery. As you will see there are no significant changes and the costs are managed allowing “design a possible article”. In fact, this option may in the future allow changes to be made in the store without the waiting times.
Transparent
Customers never find out that their ideas were customized, but the opinions of the masses were considered for customization. In addition, with the passage of time and carrying out a more complex market study when a finished product arrives, the client accepts it because they feel that it meets their needs. The only drawback, or rather a limitation, may be achieving interaction. However, in this model it is known where to look for constant and updated information.
cosmetics
Companies produce a personalized product with the variant that they market in different ways according to each client.. In other words, more options are added without changing the final product. This is often applied in service companies, although they cannot give each passenger a plane, it is possible to personalize their experience by applying premium plans, for example.
Yes are based on these conceptsit’s possible see short-term profitability. Combining the different shapes produces a profitable model that allows for profit and consumers choose how to personalize them.
Examples of companies using mass customization
For this to become a reality, it is necessary to focus on knowing the reality of the market and perfecting the product. In addition to optimized manufacturing techniques to later configure the product that the consumer wants. If you thought that all this is an assumption or was in a pilot plan, let us wake you up, some companies have already achieved the above and have opened the door for this to be possible.
Look at these examples:
Dell
The well-known company that manufactures computers has progressively achieved that customers buy their products according to their budget and your own needs. How do they do that?. Dell, through software, allows customers to choose from a range of available colors, also request a specific operating system or processor, and even select their accessories. This customization is passed directly to the production line and each user receives what he wants.
starbucks
This company has been implementing this mass customization model for some time, and its success has been such that users love this place and even the closest competitors are copying the model. They began offering customers options of the amount of chargeif they wanted sugar and how much, and they even allowed to choose the type of milk.
Over time, they have been looking for customization more intensely and they offer options such as type of glass, size, temperature and even the amount of foam, just to mention a few. How do they do it? Starbucks has used various technological tools such as the App, the website and the devices in stores. In addition, they have focused on marketing strategies to highlight what is possible, and of course…
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