The combination of operational customization and marketing customization has been called custemerization. A company is said to customerize when it is able to dialogue with individual customers and respond by customizing its products, services, and messages on a one-to-one basis. Custemerization is not for every company. For example, custemerization mat be very difficult to implement for complex products. Moreover, it may raise the cost by more than what the customer is willing to pay.