Manufacturing technology is becoming increasingly integrated with customer care and marketing. Under omnichannel marketing theory, the total customer experience, from inception of thought to far in the future customer loyalty, is the main focus of any business. Mass customization techniques have taken a new turn, adding customer experience modifiers and social media tie-ins.
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Flexible Manufacturing Systems
Modern design software has opened up a new world of flexible manufacturing in which an idea can easily go from concept to mass production. There was a time when only large firms with highly trained staff could design a part to be manufactured, but now small business owners, entrepreneurs and free thinkers can put their ideas down in an actionable way. Flexible manufacturing allows smaller businesses to enter the supply chain market of once restricted companies or develop new supply chains for its own burgeoning industry.
Management Level Changes
Communication within omnichannel marketing is multidirectional. It moves between consumer and business, consumer and friend, and business to business. A single manufacturing event, like the creation of the next best widget, can have millions of communications exponentially going out through Internet communiqué and social media. As the messages are received by the company, smart organizations make changes to the infrastructure of the organization to accommodate the consumer’s needs. This form of mass customization, called collaborative customization, lets customers interact with the company at a higher level than that offered by front line sales representatives. Collaborative creation means that the mass customization process happens automatically or at the engineering level.
Collaborative Creation
Japanese sunglass manufacturer Paris Miki uses a semi-automated design system in which a consumer can upload a photo and the system will help create a set of glasses that match the facial dimensions. Because it is mainly automated, it saves costs in the form of salaries and creates a positive customer experience.
For products that are a bit more complex or need quality assurance protocols, collaborative creation may require a blend of DIY and expert advice. Seal and o-ring manufacturer Apple Rubber uses mold compression modeling with the assistance of trained engineers to create prototypes and then takes the final product into production. This mass customization technique proves to be a useful hybrid for people who need higher levels of professional assistance.
3-D Printing
The advent of affordable 3-D printers has ushered in an era of customizable mass production. Jewelry designer and manufacturer David Wilkinson uses a 3-D printer on a daily basis as a customization tool to give his clients a glimpse into the final product. After approval from the customer, the same 3-D generated mold can be used to produce one or many pieces of identical jewelry. Since the materials for fine jewelry are costly, this intermediate customization step saves him money and increases the customer’s overall experience.
Social Media Integration
A report by consulting firm McKinsey and Company shows that mass customization techniques can be rolled into social media marketing at a collaborative, omnichannel level. By using automated design systems that link to platforms like Facebook or Pinterest, consumers can create product designs with the assistance of their social media network. This provides valuable feedback to the designer and creates a meaningful conversation for the manufacturer. This wraps the manufacturer into the total customer experience, including the experience of consumers further down the supply chain.
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