post-purchase customization
For services like YouTube, customization is fundamental to the business model.

Customization alters the design, features, or behavior of a product or service to suit a customer. Customization is directed by the customer. The what, how and when of customization is enabled by the business.
Customization can occur before a product is manufactured, as a product or service is packaged, as it is delivered, or once a customer is using it.

Examples of customization prior to delivery include:
• Designing your own Nike shoes
• Sending your measurements to Levi’s for custom fit jeans
• Adding a monogram to your new shirts
• Choosing the options for your new car

Examples of customization during delivery include:
• Adding HBO to your cable TV service
• Specifying your Yahoo! home page

Examples of customization after delivery include:
• Adding your words to the dictionary shipped with Microsoft Office
• Adding videos to your own YouTube playlist
• Adjusting your settings in Gmail

I am aware that many call these products and services “personalized,” but I use the word “customized” in order to differentiate between actions that adjust the customer experience (personalization) and those that adjust the product (customization).
Does customization fit your business? What would customers want to customize? What type of customization could your business enable?


Published by Sue Aldrich

I'm a talented writer who connects business goals with technology, to get your message across through readable and engaging content. I have expertise in personalization, customer experience, journey optimization, recommendations, and search. I also research and write articles on sustainability for my hometown newspaper, Sterling Meetinghouse News.


  1. Hello Sue and Chuck

    Adele and I are thinking of you down there experiencing the southern Spring. I hope all is well, enjoyable and thought provoking.

    Am I correct in my assumption that you are constantly updating your On Target blog? I read it with much interest, especially since one wonders how to apply your insights to one’s own endeavors. Truth be told, where my own business promotion is concerned, I feel quite lost.

    I am urged to update my awful website, and trying to keep it as fresh as possible especially since my own projects have been so sparse and hard to come by. Being so close to my “own stuff” I find it difficult to edit and do what I advise my own clients to do… to whit, keep it simple.

    Perhaps you could visit my site, and briefly comment? I’d appreciate it so much.

    Best Regards and Enjoy! Mel ………………………………………………………………………………………….. *Mel Green Design *Graphic Design for Print, Advertising, Multimedia & Web 56 Bennett Street, Brighton, MA 02135 Cell phone: 781 710.3465 **

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