? In a service company, important parts of the “product” are being designed by the front-liners every time they serve a customer ? They are uniquely positioned to read customer needs. You need to provide them with information (about costs) and incentives. ? Most companies throw away a lot of information about customer needs. ? Mistakes, indifference and abuse may make it too costly to use this information ? However, the gains are long-term, while the costs are short-term.