Customerization by the Prophet

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Customerization is the process of customizing the product or service to the customer on a personal level. It is one of the most advanced forms of targetted marketing, in which you go from one size fits all, to customization by segments, to customerization by individuals. Customerization requires businesses to put in extra effort to be truly customer centric, having good databases and customer relationship management capability, both software and champions.

In some instances, the Prophet PBUH deployed customerization when need be. This could be seen when he answered differently to the same question, because of the state of the questioner, the context and what the questioner required. Here is an example:

When Abu Dharr asked: “O messenger of God, advise me (a good deed).” He replied: “Be God-conscious wherever you are, clean your sins by immediately following them with a good deed, and treat the people around you in the best manner possible.” [al-Bukhari]

Abu Hurairah RA  reported that a man said to the Prophet PBUH: “Advise me!” The Prophet said, “Do not become angry and furious.” The man asked (the same) again and again, and the Prophet said in each case, “Do not become angry and furious.” [al-Bukhari]

Salim ibn Jabir al-Hujaymi said, “I came up to the Prophet PBUH when he was wrapped up in a cloak whose edges were cover his feet. I said, ‘Messenger of Allah, advise me.’ He said, ‘You must have fearful awareness of Allah. Do not scorn anything correct, even pouring water from your bucket into the bucket of someone else who asks you for water or talking to your brother with a happy face. Beware of dragging your waist-wrapper ­ it is part of arrogance and Allah does not like it. If a man blames you for something he knows about you, do not blame him for anything you know of him. Leave him to his own evil. You will have your reward. Do not abuse anything.'”

He said, “After that, I did not ever abuse anything, animal or man.” [al-Bukhari]

What we can learn from the Prophet PBUH is that customerization is possible even though you may not have sophisticated software, database or a CRM system. This is because basic yet real customerization can be done whenever someone is in need of your service and approaches you on a personal level. In other words, there is always opportunity to give the right value to the right customer when the business is approached by a customer in need.

See also:  Marketing Reflections from the Creation of Prophet Adam (as)

About Author

I have +10 years of unique industry and academic marketing experience in various sectors of the Islamic Business ecosystem, including integrated marketing communications of Zakat (Islamic alms-giving), product and brand management of Wakaf (Islamic endowments), and marketing and feasibility studies in Islamic Education. My Masters thesis studied factors affecting halal-food purchasing by non-Muslims in Singapore. I've also spoken at seminars and conferences including the Global Islamic Marketing Conference. I've published several works as academic journal paper, books, newspaper commentaries and website articles. Connect with me on LinkedIn.

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