Chapter 3. CO-CREATE WITH YOUR CUSTOMERS
This chapter builds on the changes that businesses experience when they frame their business as a service. It specifically examines co-creation and shows how involving your customers in your own innovation activities can bring greater value to them and greater competitive advantage for you.
THE CHANGING ROLE OF CUSTOMERS IN SERVICES
Product businesses think of customers as consumers at the end of the value chain. They design products based on their research into what their consumers want and are willing to pay for and engage in their development processes. Consumers then receive the output.
In the world of products, suppliers develop specifications to describe the product to potential customers. Customers ...
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