Have questions? Go to the store: your customers have the answers. About 50 years ago Sam Walton said that, and never has it been more true. Customers play an increasing role in the design and innovation stages of products and services, driven by a combination of social technology and the adoption of always-on devices. And there are plenty of references to best practices when considering the use of these techniques in your business: for starters, search for "customer ideation platforms."