customerization is the customization of products or services through personal interaction between a company and its customers. a company is customerized when it is able to establish a dialogue with individual customers and respond by customizing its products, services, and messages on a one-to-one basis. customerization means identifying and serving what you perceive as your optimal customers . customerization requires a company to shift its marketing model from seller-oriented to buyer-oriented. the goal is to help customers better identify what they want. customerization enables companies to have the ability to adapt personalization and one-to-one marketing initiatives for the digital marketing environment. customerization uses a “build-to-order” mass customization process to deliver a product or service that fits the needs of the customer. it is a critical aspect of the emerging new marketing paradigm.