Customerization

Customerization

Customerization is the customization of products or services through personal interaction between a company and the customer. A company is customerized when it's able to dialogue with individual customers and respond by customizing its products, services, and messages on a one-to-one basis. Customerization requires a company to shift its marketing model from seller-centric to buyer-centric.

The word "customerization" is a neologism, defined as the combination of operational customization and marketing customization.[1]

References

  1. ^ Yoram J. Wind and Vijay Mahajan with Robert E.Gunther, Convergence Marketing: Strategies for reaching the New Hybrid Customer

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