[It] begins with the interactive definition of the individual
customers’ problem, the development of a customized
solution, and delivery of that customized solution to the
customer. The solution may consist of a tangible product,
an intangible service, or some combination of both. It is
not the mix of the solution (be it product or service) that is
important, but that the organization interacts with each
customer to define the specific need and then develops a
solution to meet the need.