Consumers anoint—and abandon—providers with breathtaking speed, causing seismic shifts in the market. This new era of consumers is also increasingly difficult to define, no longer neatly fitting into traditional marketing segments. With the rise of emerging markets and micro-segments, manufacturing is confronting the challenge of mass customization.
The question is not if or when but how: Customers are demanding variety, and manufacturing companies must deliver.
What’s key to making this work? Big data visibility, flexible processes, and an agile ecosystem that can move swiftly to serve an increasingly fragmenting, but exceptionally demanding consumer base.