學習資源與討論(二)

知識管理

As shown in Figure 1, customerization is a combination of both customized operations and customized marketing. It is distinct from personalized or one-to-one marketing, which focuses primarily on taking standard products and services to customers through customized marketing. It is also distinct from mass customization (the manufacturing of customized products), which offers customized products and services through standardized marketing. The pathway to customerization often runs from one-toone marketing or mass customization.

Pathways to customerization 客戶化

Customerization is the customization of products or services through personal interaction between a company and its customers. 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. [Wikipedia]

Discusses customerization in financial services which is the customization of operations, marketing and customer relationship. Pathways to customerization; Focus on unarticulated needs; Increase in the digital content of products and services; Offer of a direct channel to customers through the Internet; Shift from broadcast advertising to interactive edutainment.

Customerization: The next revolution in mass customization

In this conceptual paper, 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. Spurred by the growth of Internet and related technologies, many leading companies (e.g., Dell) are beginning to deploy customerization on a large scale. In this paper we define customerization, and describe how it is different from the related strategies of mass customization, personalization, and one-to-one marketing. We also describe the opportunities and challenges companies face in deploying a customerization strategy, and the potential benefits that they might realize. [LINK]