Customized Proposition

Peppers and Rogers (2004, pp. 161-212) note that the marketing in 20^th century era  was a mass marketing and the goal of the enterprise was to improve its brand awareness, preference and loyalty among its customers for its goods or services.

The 21^st century era is an “interactive marketing” with the enterprises to strategize how to gain a sustainable competitive advantage from the information they gather from their customers. 

There is a “2-Way Brand” or a “Branded Relationship”, that transforms itself based on the ongoing dialogue between the enterprise and the individual customer.

Customization may include among others the configuration of the product or services, bundling of multi products or services, packaging, delivery and logistics, ancillary services, training, service enhancements, invoicing, payment terms, pre-authorization etc.

As Brierley (1994, p. 22 (3)) suggests:

“Broadly speaking, the fundamentals of relationship management can be categorized into six major areas:

·       Building the framework

·       Establishing the relationship

·       Developing an ongoing dialogue

·       Maximizing the value of the relationship

·       Rewarding loyalty

·       Sustaining the relationship”

While Peppers and Rogers (2004, pp. 89-212) proposed their IDIC system (Identification of customer, Differentiation, Interaction, Customization), 

Sewell and Brown (1990), Seybold (2001), Spekman (1986) underline the interactivity process and the need “to enter into your customer’s life”, in order to build a long term relationship.