Customers can be effectively involved in company decisions, especially when it comes to areas like new product development.

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Companies must realize that the need to serve the customer drives everything else. Best serving the customer can start with involving the customer more in company decisions. For example, companies like Procter & Gamble are getting customers to think creatively and talk with one another online to come up with new product and service ideas.

Customers Can Be Effectively Involved in Company Decisions, Especially When