Customers do the work – and love it

Self-service and customisation make your customers want to take part in producing goods and services. They are more appreciative of services they have personally participated in producing.

Cost-conscious managers consider engaging customers to do part of a job in order to save costs. Market-oriented managers consider engaging customers to create increased customer-supplied assets.

Why do we consider our own ideas and proposals as being better than others’? Professor Dan Ariely at Duke University calls the phenomena “The IKEA Effect” and “Not invented here” syndrome.
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