the ability to gather information from and about the customer is an important aspect of customerization. it requires interaction between the customer and the company, to receive feedback, revise and respond. customerization typically results in improved quality and innovation. customerization programs have a generic set of activities and a common philosophy, but the specifics of their implementation vary for each unit or organization. customerization combines mass customization and the elicitation of individual customer demand information by involving customers. it is regarded as the next generation of mass customization. customerization means identifying and serving what you perceive as your optimal customers. customerization - targeting optimal customers, r craig palubiak, 1998