ABSTRACT
Customer centricity means being focused on a specific set of segments and their needs, and then meeting the needs of all the customers in those segments using the same strategy and tactics for all persons within a given segment. This process is customization at the segment level. Personalization means identifying the needs of each and every individual in a given segment and then meeting those needs on a one-to-one basis. Viva Colombia is clearly strategizing to obtain a significant size of the domestic market and start services in international markets. Clearly, the goals of these carriers are very different in terms of positioning on the customization spectrum to the legacy carriers. The focus on global growth and the enhancement of the brand is evident from the airlines announced communication plan with its advertising agency to promote the quality of its service, in general, as one of the top global airlines.
