Optimizing Customer Involvement: How Close Should You Be to Your Customers?
分析了客户互动和参与的两个战略因素，指出过度互动或参与可能损害效率和品质，并提供了一个框架来帮助确定最优定位。
Two strategic factors of any business are customer interaction (how close you are to your customers) and customer participation (how involved customers are in producing the offering). In recent years, we have seen companies increase interaction through servitization and increase customer participation through self-service technologies. Yet, more is not necessarily better. Too much customer interaction can destroy operating efficiencies. Too much customer participation can compromise quality and depersonalize service relationships. This article provides a framework for analyzing customer interaction and participation, including an outline of decision factors, with the goal of identifying optimal and sustainable positioning for any given offering.