Faculties and Departments > Business Administration

Customization vs. Customerization

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Jeta Majumder:
Customization means tailoring the product to the special and unique needs of the customer. Each buyer is potentially a unique segment. But, 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. Here, customer becomes prosumer.

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