Customerization

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Customerization is the customization of products or services through personal interaction between a company and the customer. A company is customerized when it able to dialogue with individual customers and respond by customizing its products, services, and messages on a one-to-one basis.

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Customerization is a neologism, defined as the combination of operational customization and marketing customization.^[1]

Customerization is considered one of the key drivers underpinning the new economy. Most companies today are changing their marketing model from a seller-centric to a buyer-centric one. This requires the company to be more proactive.

Customerization is also a form a personalization that allows the customer to modify (technically, customize) a product or service according to their needs.

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