Q: What underlying technology best describes your organization's current IT capability to manage customer complaints?
Contributor Kathryn Brohman saw our respondents' involving customers directly in their customer updates and complaints processes through Web services as mainly positive, with one caveat. "It is clear that co-production is innovative and may represent a whole new frontier for competitive advantage in customer service; however, it is important to note that value co-creation is a double-edged sword. If not managed carefully, customer expectations may become unrealistic and/or value propositions between competitors may become so similar that firms end up competing their value away to their customers."
* Excerpted from "The Key to Getting to Your Customers Is to Get Beyond Yourself" (
), Cutter Benchmark Review, Vol. 11, No. 4.