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Customization is nothing new, but the concept has definitely grown in popularity in recent years.  So many small business websites spend countless hours trying to differentiate between customization and personalization.  This is because they understand the desire that people have for the concept.  They also want to provide some guidance to small businesses that are actively pursuing customization despite the fact that the idea might do more harm than good.

 

The objective of customization is to modify goods to satisfy a particular customer need.  As opposed to personalization, which aims to communicate with individual customers in a friendly manner to increase the likelihood they become a frequent customer.  Customization is a branding tool that makes it possible for businesses to leave their mark on the hearts and minds of customers.

The concept works by giving customers a hand in the shaping of products they use.  When done right, customization generates a personal connection between the customer and their business of choice which nurtures loyalty in the long run.

 

Some small business websites try to drive home that customization is a complex process, one that can bring just as many issues as benefits if it isn’t approached carefully.  Before you adopt the concept for your business, you must consider a number of import factors.  For instance, you need to determine whether or not your company will even gain with customization.

If your clients are happy with your products and you have no reason to believe that making changes will attract new clients, then decide against it.  Aside from that, do you have the funds and staff to implement the concept?

Also, will your clients appreciate your efforts to suit their needs better or are they more likely to take offense with your decision to change a product they know and love?  Customization plays a role in business but only if it is pursued carefully and strategically so do a proper analysis beforehand to ensure it’s the right step for your company.