Co-creating customization: collaborating with customers to deliver individualized value

PurposeThe article introduces practitioners to the concept and process of co-creating customization with buyers.Design/methodology/approachThis article offers a process and a model that mass market companies can use to take a scalable approach to involving customers in offering development, delivery and use.FindingsCompanies that co-create customization in a truly collaborative process enjoy significantly more sustainable competitive advantages.Practical implicationsFor the company, co-creating leads to better offerings – including new capabilities that can be used with different customers in differing combinations – and also a more complete and clear picture of what its customers want.Originality/valueThe article introduces the co-creation customization model and nine strategies practitioners can use to provide individualized customer value.