The Four Faces of Mass Customization

Presented By: Group 1Gaurav TomarKumar MayankPrashant SharmaAishwarya AlaghTushar Sajwan

05/02/2023 2

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What Is Mass Customization?

• Producing goods and services to meet individual customer’s needs with near mass production efficiency.

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Features of Mass Customization

• Customer Co-design• Meeting the needs of each individual customer• Stable solution space• Adequate price and cost level

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Customer Co-design

• Customers are integrated into value creation by defining, configuring, matching, or modifying an individual solution.

• Different to a do-it-yourself (DIY) setting, co-design activities are performed in an act of company-to- customer interaction and cooperation.

• Offers possibilities for building up a lasting relationship.

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Meeting the needs of each individual customer

• Is a differentiation strategy.• Increment of utility of a good.• The largest the heterogeneity of all customers’

preferences, the largest is this gain in utility.

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Stable Solution Space• The space within which a mass customization offering is

able to satisfy a customer’s need is finite, but still flexible and responsive.

• A traditional (craft) customizer

re-invents not only its

product but also its

processes for each

individual customer.

But a mass customizer

uses stable processes to

deliver high variety goods.

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Adequate price and cost level

• Still targeting the same market segment that was purchasing the standard goods before, different from craft customization.

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The Four Faces of Customization

• Collaborative• Adaptive• Cosmetic• Transparent

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Collaborative Customization

• Conduct a dialogue with individual customers.• For business whose customers cannot articulate what

they want.

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Adaptive Customization

• Offer one standard but customizable product and users can alter it.

• For business whose customers want the product to perform in different ways on different occasions.

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Cosmetic Customization

• Standard products presented differently for different customers.

• Personalized presentation• Springle or other treats: bite size, travel size, resealed,

customized for super markets

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Transparent Customization

• Customized, but unknown to customers.• Customer needs are predictable or deducible, but they

do not want to be interfered or repeat their needs.

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Approaches to Customization

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