We propose that the next stage of evolution of mass customization is customerization

A buyer-centric company strategy that combines mass customization with customized marketing.

Customerization

The process that occurs when a business customizes products or services by using feedback obtained from its clients. A company uses a more advanced form of customerization when it can tailor its products, services and communication on an individualized basis according to specific customer preferences.

Customerization

The process that occurs when a business customizes products or services by using feedback obtained from its clients. A company uses a more advanced form of customerization when it can tailor its products, services and communication on an individualized basis according to specific customer preferences.

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