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

Purpose The article introduces practitioners to the concept and process of co-creating customization with buyers. Design/methodology/approach This 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. Findings Companies that co-create customization in a truly collaborative process enjoy significantly more sustainable competitive advantages. Practical implications For 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/value The article introduces the co-creation customization model and nine strategies practitioners can use to provide individualized customer value.