IE5620 Module 3
Lesson 1: Itinerary to Mass
Customization
This presentation is based on: Cooper, Alan (2000). Itinerary to Mass Customization.
Introduction
Before you begin
In this lesson
Complete the following:
• Module 3 readings
In this lesson, you explore how interactive mediums and agile manufacturing methods make mass customization possible. Specifically, you will have the opportunity to:
•
•
•
Identify products or services that represent each level of the customer relationship cycle
Discover the role technology plays in developing and sustaining customer relationships at each level Compare and contrast the strengths, weaknesses and other factors associated with each level
Mass Production v. Mass Customization
As we learned in the previous module, a mass customization manufacturing system provides the same affordances of mass production (specifically, economy and scalability) but provides customers with far more variety. So how does it work?
Market:
Productivity: Increasing the value of product offered to customer by eliminating process waste Technology: Highlyflexible and integrated automation, Internet,
EDI, configurators, virtual reality simulators
Low
Volume
High
-
Variety of products
None
$
= price
= time
= mass markets
A lot
= mass one-to-one market
Figure 1: Comparison of mass production and mass customization systems
Making Mass Customization Possible
According to Alan Cooper (2000), it is possible to meet the specific needs of customers in a mass market and make superior profits by using new interactive mediums, agile manufacturing and agile supply chain methods.
Click the buttons below to learn about each strategy and explore examples.
Interactive media
Agile manufacturing
Interactive media
Examples:
Digital based media such as the internet, electronic conferencing such as Skype and email make communications instantaneous. Customer and supply orders, therefore, can be made quickly and efficiently.
The real estate industry leverages interactive media by providing potential buyers/renters with virtual
‘walk-throughs’ of properties matching their search criteria.
See:
zillow.com ttrulia.com apartments.com
Agile supply chains
Making Mass Customization Possible
According to Alan Cooper (2000), it is possible to meet the specific needs of customers in a mass market and make superior profits by using new interactive mediums, agile manufacturing and agile supply chain methods.
Click the buttons below to learn about each strategy and explore examples.
Interactive media
Agile manufacturing
Agile supply chains
Agile manufacturing
Example:
In agile manufacturing the building process can either be reconfigured or products are produced to be versatile. Any variant of the product can be produced without added cost or time.
Agile manufacturing systems have four or five configurable machines. An agile system can make quick configuration changes to accommodate a production change seamlessly. Making Mass Customization Possible
According to Alan Cooper (2000), it is possible to meet the specific needs of customers in a mass market and make superior profits by using new interactive mediums, agile manufacturing and agile supply chain methods.
Click the buttons below to learn about each strategy and explore examples.
Interactive media
Agile manufacturing
Agile supply chains
Agile supply chains
Example:
Agile supply chains are extremely responsive. They are able to supply raw materials and components where and when needed by leveraging a range of technological solutions and platforms.
Disruptions are inevitable in supply systems; weather conditions can have a particularly disruptive impact on manufacturing systems. Agile
suppliers
