Avoiding the Pitfalls of Customer Participation

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

However, as Professors Omar Merlo, Andreas B. Eisingerich, Hae-Kyung Shin, and Robert A. Britton write i.....

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