Brand Your Success By Enlivening Customers’ Experience

* Provide relevant content, such as recipes, tips, how-tos;

* Create a dialog; bring your customer into your office, use customer-provided content; and

* Form a cross-functional customer experience team.

Boyle cited the Orvis catalog as a good example of using customers as co-creators. The company surveyed its customers on what type of fabric and design they like best in their swimsuits, then incorporated their answers in the catalog.