The Three Dimensions of Mass Customisation

Mass customisation is not necessarily about the customisation of products. There are in fact three main dimensions to mass customisation. These are:

• Customised marketing;
• Customised services;
• Customised products.

Marketing can be directed at mass markets (the traditional approach), or niches/segments, or individuals (one-to-one marketing). Standard (commodity) products can be offered to customers but with customised services. Finally products can be customised. These are not mutually exclusive dimensions. The following grid illustrates the possibilities.

	Standard Products & Services	Standard Products & Customised Services	Customised Products & Standard Services	Customised Products & Services
Mass Marketing	?	?	?	?
Niche/Segment Marketing	?	?	?	?
One-to-one Marketing	?	?	?	?

The above grid illustrates the importance of a mass customisation strategy - not everything can or should be customised. Positioning products and services within the above grid is part of the process of developing a mass customisation strategy. Having the capability to later reposition products and services within a different part of the grid, is part of an agility strategy.

The above grid illustrates the importance of a mass customisation strategy - not everything can or should be customised. Positioning products and services within the above grid is part of the process of developing a mass customisation strategy. Having the capability to later reposition products and services within a different part of the grid, is part of an agility strategy.

The above grid also raises issues about how and to whom customised products and services should be marketed. This is another aspect of mass customisation strategy.
The different grid positions also have different implications for enterprise capabilities and supporting infrastructure. One-to-one marketing of customised products and services is a much more challenging thing to achieve than say attempting to mass market a customised service. The nature of the product and service also influences the positioning on the grid.