Samenvatting

Personalization seems difficult to apply. Some of these problems are caused by the fact that personalization means something different for every company and for the different factors in the value chain. This lack of agreement on the meaning of personalization limits successful communication between the various factors and parties that produce or purchase services. This hinders the collaboration between service providers and marketers who are willing to apply personalization. Booming does not yet have a sales process and program to place personalization with the customer, as a result of which the customer has no clarity. Clients do not know how personalization can be applied, what the collaboration would look like, how much input the customer should put into it and how complicated the technical side of personalization is. These uncertainties are a stumbling block in entering into cooperation in the field of personalization.To investigate this, a qualitative study was carried out. Not only potential personalization clients were interviewed, but also organizations that were already working with personalization. Next to an expert in the sales of personalization. Organizations were interviewed about their customer needs, uncertainties, purchase criteria and their perceived value.The conclusion showed that Booming has not yet developed a good method to get started with personalization. This will require the development of a clear, pragmatic explanation for personalization. In addition, the problem must be emphasized, the non-optimal conversion, as wellas the opportunities and possibilities that can be achieved with personalization, such as offering a superior customer experience and increasing customer engagement.