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Personalization vs Customization

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Personalization is the automatic tailoring of a product, service or user interface to an individual. Customization is the practice of allowing an individual to configure a product, service or user interface for themselves. The two approaches aren't mutually exclusive. For example, a news website might ask a customer for a list of interests and then automatically select articles for them based on this list.
The choice between personalization and customization is a common design tradeoff. Personalization is efficient and produces something for the customer without a need for the customer to configure something. However, it requires information about the customer. It is common for personalization to lack meaning to the customer if it is driven by superficial information such as the customer's location, gender and age. In such cases, personalization can become an annoyance to customers who might prefer the control granted by customization.
Personalization tends to have privacy implications as customers will notice that you're changing things based on what you know about them. In some cases, customers may find this disturbing and intrusive.
Customization may be preferred by advanced users who are interested in configuring things. It's often a good idea to impress such customers, even if the majority of customers have no interest in customizing your offerings. Advanced users may spend more or be influential in some way.
Personalization vs Customization
Personalization
Customization
Definition
Automatically configuring a product or service based on what you know about a customer.
Allowing a customer to configure a product or service for themselves.
Example
A car that gives a large number of auditory warnings based on the observation that a particular driver is bad at parking.
A car that allows drivers to configure warnings and turn them all off with a single command.

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