CUSTOMIZATION AND PERSONALIZATION IN MARKETING

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Customization and personalization does sound like a same thing as they focus on fulfilling the customer needs and understand their behavior. But these are completely different from each other. Although they have their own objectives, these two are very important in this digitally growing world. One needs to opt atleast one of these in order to make their business grow. We have to collect each customer information by using either personalization or customization and provide products and services according to their needs. Because we all know customers are crucial people for business to grow.

Let us understand the meaning of personalization and customization :
  • PERSONALIZATION
  1. Personalization is defined as the company anticipating what a customer wants with relevant data and customer experience.
  2. Let us understand this with an example, imagine going to your favorite ice cream shop. If you go there often, you may find yourself recognized as a regular customer. And they provide ice cream which is personalized to you, based on what business knows about you. 
  3. And in ecommerce sites, it often suggests you products based on your past purchases.
  • CUSTOMIZATION
  1. Customization require user involvement. It means, user suggests what changes they need in company's products or services.
  2. For example, let us go back to the ice cream shop example, here you customize your ice cream which will be different from usual ice cream. You might order an extra scoop.

And hence to understand these two terms in an easiest way is to remember that "Personalization is done for the user, whereas customization is done by the user.



 

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