Avoiding the Pitfalls of Customer Participation

When front-line employees feel torn between representing the customer and what they believe is reasonable, they need to know the company has their back.

Companies pay a lot of attention to customer participation — getting customers to play an ongoing role in the business by providing suggestions and ideas on its products and services. Whether this feedback takes place through surveys, comment cards, online forms, or other means, studies have pointed to the advantages of encouraging such dialogue.1 It can create a bond that enhances customer loyalty and even a willingness to pay higher prices.2

However, ...

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