The challenge of "customerization" in financial services

  title={The challenge of "customerization" in financial services},
  author={Yoram Wind},
  journal={Commun. ACM},
39 " Customerization " tomized Web sites are seen as a great leap forward in both efficiency and customer service, they are mostly window dressing. There is the potential to do much more to truly create and manage a cus-tomized experience for customers in both the customer interface and the product and service offerings—this is the potential of what is called " customerization. " Financial services is just one of many industries experiencing this trend toward customerization, which is a… CONTINUE READING

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