Experiences
Skilled customer service representatives at a luxury hotel adapt their style to each customer. If a customer seems to enjoy conversation, they might tell them a short humorous story. If a customer appears to value their privacy and space, they maintain a professional distance.Information
A social media platform tailors a content stream using data such as customer interests and social connections.Ingredients
A food company allows customers to design their own breakfast cereal.Media
An airline allows customers to create playlists for music and movies that are available on each flight.Mass Customization
A vehicle manufacturer partners with auto customization and electronics companies to offer a large catalog of factory and dealership installed options on certain models.Design Tools
A footwear company allows users to design their own shoes from a selection of base models. For example, the customer can use their own art as a pattern.Promotion
A customer who mostly orders organic food is shown mostly promotions for organic food on an ecommerce site.Variation
A cosmetics company offers over 50 variations of base makeup for different skin tones and customer preferences.Bespoke
A tailor views a suit as a professional consultation whereby customers can inquire about traditions and current trends. Each item is handcrafted to customer specifications.Haute Couture
A dressmaker views a dress as a creative work that uniquely suits an individual and occasion.Modification
A game developer allows customers to extend its games with mods.Interchangeable Parts
A mobile device is designed to be constructed by customers using swappable components.Printing & 3D Printing
Allowing things to be created by customers such as a t-shirt printed from a customer design.Customer Relationships
A bed & breakfast posts a welcome sign for each customer in the lobby. When a particular customer arrives, they find a welcome gift of local figs in their room. The customer had mentioned they enjoyed the figs at breakfast on their last visit.Customer Needs
A boutique hotel offers rooms with special features for families with young children such as toys, cribs, colorful interiors, safety features for babies and diaper disposal.| Overview: Personalization | ||
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Definition | The tailoring of experiences, information, user interfaces, functionality, designs and items for customers. | |
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