Capturing new customers and retaining old once is one of the biggest hurdles faced by business firms in the current business environment. Firms are becoming more and more competitive and they use the element of innovation to distinguish their products from their rivals. Companies are using a diverse range of innovative strategies to market their products one of such strategy is to allow customization as per the client’s preferences. The first and foremost benefit of allowing customization according to customers or users preferences are to create a sense of care. Secondly, it creates a sense of involvement among customers and employees of the firm. When they are allowed to change and alter things in accordance to their will they feel that firms do not treat them as an employee only, in fact, they feel like a family where their opinions are given preference. When we look at customization from customer’s