You asked an overtly general question so, of course, you'll get an overtly general answer. =)
If the application you make for each customer does the same fundamental task, only it requires a different interface for each customer, then there is no need to develop a custom app for each customer. You simply need a modular way to customize the interface.
However, if each app does a fundamentally different thing for each customer, then you need to make custom apps for each one.