Customer integration within service development—A review of methods and an analysis of insitu and exsitu contributions

This article aims to contribute to a better understanding of how to integrate customers within service development by assessing different methods of obtaining use information. The article reviews and classifies methods for customer integration and it also presents a new framework that suggests four modes of customer integration in which data is classified either as insitu (data captured in a customer's use situation) or exsitu (data captured outside the use situation) and as either incontext or excontext. Context is defined as a resource constellation that is available for customers to enable value co-creation. Accordingly, incontext refers to methods in which the customer is in the actual use context and has access to various resources, while excontext refers to a situation in which the customer is outside the use context and, therefore, has no direct access to the resources.

► We review methods for customer integration from a service perspective. ► develop a model framing methods based on the dimensions situation and context. ► Situation (insitu–exsitu) and context (incontext–excontext) capture service logic. ► Provides a tool for deciding and selecting methods for customer integration.