3 The Many Faces of Personalization
An integrative
economic overview of mass customization and personalization
Kai Riemer and
Carsten Totz
Institute of Information Systems, Muenster University, Germany
The emergence of internet technology results in manifold opportunities
of cost-effective one-to-one relationships with customers. It is intended
to provide customer oriented information and products etc. in an individualized
one-to-one manner. This chapter will give a conceptual overview of the
personalization concept and will discuss how mass customization (product
personalization) can be useful accompanied by other personalization activities,
e.g. personalization of communication and customer interaction. Therefore
the concept of personalization is integrated into the online marketing
mix. The marketing mix discussion leads to a personalization performance
system which shows the potential objects of web personalization activities
from a customer's point of view giving a guideline for planning personalization
activities. The model consists of the three main layers product &
services, website and communication. This chapter will also provide a
definition of concepts and an economic motivation of personalization and
mass customization. Doing so, we want to integrate the marketing view
of personalization and mass customization with the visualization of the
personalization performance system.
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