Implementing mass customization

Total Customer Satisfaction today can mean embarking on “Mass Customization”: giving every customer a product tailored specifically to his or her needs. In the past, manufacturing was usually “high volume, low mix”, characterized by keeping costs down with economies of scale, or “low volume, high mix”, incurring costs and time for changeovers and special handling. Today's mass customization, however, can result in a challenging manufacturing environment with both high volume and high mix, where customers expect individualized products at the same price they paid for mass-produced items. Meeting this challenge requires changes in the manufacturing processes. Equipment must be more flexible. Most important are the computer systems which support the manufacturing enterprise. Never has data been so essential to define, control, and monitor manufacturing as with mass customization. Motorola's product lines — from the pagers with millions of possible options, to the cellular phones and semiconductors — are all experiencing the move to mass customization. This presentation will describe some Motorola examples and the methods used to achieve world-class manufacturing under these conditions.