Customer Innovation

Have you ever modified something you bought in a shop? You’re not alone. A study in England showed that 6.2 percent of the population does it. The modifications range from simple things like adding rubber to the dog’s feeding bowl to reprogramming a GPS to make it easier to use.

Apparently, the users of products invest 2.3 times more money in making things better than the companies who build them in the first place. Bad news for companies who hate it when someone touches their stuff …