By
Joe Keenan
, Senior
and Catalog Success
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* 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.
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