Competencies for Mass Customization

Customization for the masses can be as simple as the user’s name appearing at the top of a Web page or as complex as allowing the user to design a complete wardrobe. Mass customization is taking hold as companies look to satisfy customers, establish niche markets, and capture a stronger competitive advantage. One of the challenges facing these companies is determining and developing the appropriate competencies needed to create mass customized customer solutions.

In the case of consumer interaction customization, such as clothing, the competencies are much more involved.

Market research is needed to determine what the consumer would like to customize about a specific product. In the case of customizing a woman’s shirt, research might indicate the need to offer options for the shirt style, material, buttons, cuffs, and collar. Financial planners are needed to assess whether any or all of these options are possible, and to what extent, and still remain within a price range the consumer is willing to pay.

Planning competencies include, but are not limited to:

• Ability to apply creative and innovative thinking
• Ability to apply problem solving skills
• Ability to assess market needs
• Ability to perform cost analysis and financial planning

Once these basic decisions are made, the concept of modularity is applied. Modularity varies in definition depending on its application. However, it is just as it seems, in that it applies the use of modules in the manufacture of the customized product. In the example of the shirt, Module one may contain the buttons, collar and cuffs. Module two may include the style and material needed. The modules are designed to apply a logical collection of customized pieces based on the assembly of the product. Since the style can dictate the material to use, it makes sense to group them together. And Module one contains items that are applied after the base of the shirt is made.

Design competencies include, but are not limited to:

• Ability to apply creative and innovative thinking
• Ability to apply problem solving skills
• Knowledge about the business and product
• Knowledge about the existing production processes
• Knowledge about and the ability to apply the concept of modularity

In addition to these processes are supply and delivery. Just in any supply and delivery system, accurate decisions must be made to keep stock up enough to supply assembly, but not become an excess.

The beginning of mass customization efforts is starting to show in service businesses. Financial Services companies are customizing products and services to individuals and groups through Web and sales interaction. Use and advancement of technology will drive the future of mass customization beyond today’s expectations. Learning and development professionals must support the growth of mass customization and supporting technology competencies.