Customer integration in technology development of IT-based services

Customer integration into development processes is frequently recommended to align development outcomes with customer wants and expectations. Reports on success of this involvement are mixed. Most empirical results supporting the recommendations relate to customer-supplier relations that are either characterized by large numbers of customers or by a 1:1 relationship. It is less well understood what happens in those relationships which have a small number of customers. This is typical of highly complex development projects. In this situation particular conflicts might arise between customers and suppliers and among customers. The types of conflicts are explained. As uncertainty makes it impossible to regulate all conflicts by contractual relations, it is even more important to understand the reasons for conflicts and to invest in building trust. To achieve success, conflicts need to be foreseen by the supplier.