35% of companies consider their customers as the most critical innovation partner. Companies that involve customers in their innovation process have a competitive advantage. They can get feedback and ideas from people who will be using the product or service, allowing them to create a better offering that meets the needs of their customers. Additionally, companies that involve customers in their innovation process build loyalty and relationships with their customers. These customers are more likely to become repeat customers and advocates for the company. Therefore, companies should consider involving their customers in the innovation process to gain a competitive advantage.