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Customerization is the customization of products or services through personal interaction between a company and its customers.[1] A company is customerized when it is able to establish a dialogue with individual customers and respond by customizing its products, services, and messages on a one-to-one basis. CUSTOMERization means identifying and serving what you perceive as your optimal customers [citation needed]. Customerization requires a company to shift its marketing model from seller-oriented to buyer-oriented. The goal is to help customers better identify what they want. Customerization enables companies to have the ability to adapt personalization and one-to-one marketing initiatives for the digital marketing environment. Customerization uses a “build-to-order” mass customization process to deliver a product or service that fits the needs of the customer. It is a critical aspect of the emerging new marketing paradigm.[2]
The word "customerization" is a neologism, defined as the combination of operational customization and marketing customization.[3]
The ability to gather information from and about the customer is an important aspect of customerization. It requires interaction between the customer and the company, to receive feedback, revise and respond.[4] Customerization typically results in improved quality and innovation. Customerization programs have a generic set of activities and a common philosophy, but the specifics of their implementation vary for each unit or organization. Customerization combines mass customization and the elicitation of individual customer demand information by involving customers. It is regarded as the next generation of mass customization.[5] CUSTOMERization means identifying and serving what you perceive as your optimal customers.[6]
Both mass customization and customerization are attempts to provide products and services to better meet the needs of customers, and rely on the Internet as a vehicle for implementing this concept in an economically friendly way.[citation needed]
Customerization combines mass customization with customized marketing and empowers consumers to design the products and services of their choice. In contrast to mass customization and personalization, customerization does not require a lot of prior information about the customer. In effect, customerization redefines the relationship between a firm and its customers. The customer designs the product and service while the firm “rents” out to the customer its manufacturing logistics and other resources.[7]
^"What is customerization? Definition and meaning". Archived from the original on 2015-03-17. Retrieved 2013-04-06.
^Wind, J., & Mahajan, V. (2000). Digital Marketing, In J. Wind & V. Mahajan (Eds.), Digital Marketing. New York: John Wiley
^Yoram, J. Wind & Vijay Mahajan with Robert E.Gunther, Convergence Marketing: Strategies for reaching the New Hybrid Customer.
^Perot, R. How Would Turn Around GM, Fortune, February 15, 1988, pp.44-49.
^Pine, B.J., Peppers, D., Roggers, M., 1995. Do you want to keep your customers forever? Harvard Business Review 73 (2), 103–114.
^CUSTOMERization - Targeting Optimal Customers, R Craig Palubiak, 1998
^Wind, Yoram (Jerry); Mahajan, Vijay (2002). Digital Marketing: Global Strategies from the World's Leading Experts. John Wiley & Sons. ISBN 978-0-471-00875-0.[page needed]
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