Stefan R. Thallmaier's investigation enables mass customization businesses to better understand
how co-design increases customers' value perception. He focuses on the increasing proliferation
of service channels (online mobile and in-store) and digital media (toolkits social media and
live help) at the co-design interface. Based on qualitative and quantitative research the
author examines how this proliferation impacts customers' value perception in the different
stages of the co-design process. The research shows that customers' value perception profits
from varying levels of social presence throughout the co-design process. The work helps
researchers and practitioners with surprising insights as well as hands-on recommendations to
improve and adapt interfaces for customer co-design.
