customerization AmE , auch: customerisation BrE

Customerization is the customization of products or services through personal interaction between a company and the customer.

Customerization requires a company to shift its marketing model from seller-centric to buyer-centric.

The word "customerization" is a neologism, defined as the combination of operational customization and marketing customization.

Firat, Fuat, Dholakia, and Venkatesh introduced the concept of customerization (which is a buyer-centric evolution of the mass-customization process) and stated that it enables consumers to serve as "the co-producer of the product and service offering".