The service industry is the fastest-growing industry in the world, but customer experience levels are lower than ever. To succeed, service organizations must engage in value co-creation, a process that involves customers from the very first steps of innovation. Customers determine the value of the services they receive, and businesses that ignore them pay the price in lost customers. Looking at their business through a customer lens will let business decision-makers identify where their company is failing and take steps to address the core of their customer retention problems.

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