Customering

Customering is a business and relational paradigm that replaces traditional marketing with a customer-centric logic based on co-motion, co-creation, and relational fluidity. The term was coined by Brazilian strategist Miguel Feyo in 2024, and it proposes a shift from market-driven strategies to customer-driven architectures.

Definition

Customering is derived from "customer" + the suffix "-ing", indicating continuous action. Unlike "marketing" (market + ing), which focuses on market movement, customering focuses on the dynamic evolution of the customer as a relational process.

Theoretical Foundations

Customering is grounded in relational ontology (Whitehead, 1929) and autopoietic systems theory (Maturana & Varela, 1980). It views the customer not as a static entity but as a being-in-becoming, whose identity is co-emergent with the company through interaction.

It contrasts with traditional marketing by adopting:

Predictive epistemology (anticipating latent intentions) Rhizomatic temporality (non-linear customer journeys) Co-creation and mutual evolution as strategic imperatives

Operational Architecture

Customering is structured around four engines:

Anticipation: Predictive AI and behavioral analytics

Resonance: Emotional and cultural alignment

Co-creation: Customer participation in product and service design

Evolution: Continuous learning and adaptation through feedback loops

Metrics

Customering introduces new metrics to replace traditional KPIs:

CCE (Co-Emergence Cost): Cost to activate new relational states QM (Quotient of Movement): Speed and depth of customer evolution Relational Entropy: Diversity and richness of interactions

Case Studies

Magazine Luiza (Brazil)

Implemented a co-creation platform ("Lu de Ideias") that processed over 1.2 million customer suggestions, resulting in a 28% increase in personalized conversion rates.

QuintoAndar

A Brazilian proptech that uses predictive algorithms and emotional profiling to match customers with properties, reducing average rental time from 30 to 7 days.

Natura

Engages indigenous communities in product development and uses blockchain to ensure fair compensation, aligning customer values with sustainability.

Ethical Considerations

Customering aligns with data protection regulations such as Brazil's LGPD and the EU's GDPR. It proposes a "Co-Motion Contract" that defines limits of personalization, transparency, and customer autonomy.

Future Trends

Bio-integration: Wearables and neural interfaces for real-time personalization Metaverse: Spatial customering through immersive environments

Generative AI: Instant co-creation of products and experiences

References

Fader, P., & Toms, S. (2018). The Customer Centricity Playbook. Wharton Digital Press. Franz, A. (2021). Built to Win. Wiley. Baer, J. (2021). Customer Obsessed. Wiley. Capote, G. (2022). A Jornada do Cliente. DVS Editora. Whitehead, A. N. (1929). Process and Reality. Macmillan. Maturana, H., & Varela, F. (1980). Autopoiesis and Cognition. Reidel. Gartner (2024). Magic Quadrant for Digital Commerce. IDC (2025). The Digitization of the World. ITU (2024). Measuring Digital Development. LGPD (Brazilian Data Protection Law, 2018).

External Links

Official site of Miguel Feyo Retail Power Academy

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