Learning Objectives: Discuss the variety of roles that service customers play: productive resources for the organization, contributors to and cocreators of value, and competitors. Discussion: Watch video and answer question below https://www.youtube.com/watch?v=RC5HNTj3Dag After watching the video” Answer this question: Data can be creepy and excellent to have! However, collecting data can be controversial. What techniques are s a lot easier if you have data to create an effective IBP campaign? (These should come from the text and the keywords on the lesson page for this chapter.)