Customer-driven government is a much-stressed theme of contemporary pu
blic management reform. This article identifies 16 ways to consumerize
public services and uses that typology to examine the delivery of fou
r services in three countries. It argues that consumerization has no s
ingle meaning; that different state traditions emphasize consumerism i
n different ways, and that different forms of public service consumeri
sm may be incompatible with one another.