That Was Then£®This Is Now<br > f£®{7htÒ»¡¿l¡¯fe l£¬7¡®ote ThL，One to One Future in 1993£®the<br > hilt)¡®IT(£¬t¡¢¡¢£¬aS still 1)1¡¯ilnai¡®il)£¬a tool fin¡¯college professors£¬and<br > tilt-WOl¡¯1(t Wide Web£¥vas jlist an interesting graphical user<br > intel¡¯the(¡¢ft£®¡®)in soni("conlputer lab in Europe£®Mass CUS-<br > ¡°)mization¡¢¡¢£¬as still considered by some a contradiction in<br > tel¡¯Ills£®<br > Sin(¡¤e its pul)lication£¬readers have tm¡®ned to The One to<br > One Futurt£¬in incl¡®easing numbers for insight into how they<br > will respond t()a changing media universe£®how they can<br > take advantage ot¡£illcreased power and phimmeting costs of<br > intiirnlation processing£¬how they can win in the face of de¡ª<br > regulation£¬savage competition£¬and unprecedented techno¡ª<br > logical change£®Mol¡¯e and more companies have realized that<br > interacting¢ö£¬ith CliStolners is no longer an option£¬but a corn-<br > petitive necessity£®An(t now they have questions£ºHow<br > should an interactive c()mpany treat its customers?What<br > 01)jectives shonl(1 a 1)usiness set Col¡¤the interactions that take<br > place at its site?th)w can it measure success?Should differ¡ª<br > ent custonlel¡®S be treated differently?Is it sometimes neces-<br > sary to reward customers tor participating in Internet dia¡ª<br > logue?<br > Parallel with developinent of the World Wide Web and<br > interactivity£¬we¡¯ve seen a surge of mass£®customization tech£®<br > nologies£¬from bicycles to blue jcans£®And while customiza-<br > t ioi l nilght be a difficult and unusual capability for most<br > Ill¡¯Ills£¬it is a total question mark for others£®How do we<br >