The customer is more integrated into the entrepreneurial value creation process today than ever before. Their role is shifting from being a recipient of value creation to becoming a partner in value creation. They are becoming co-designers who specify, configure, and develop their own services in interaction with the provider based on existing performance potential. To efficiently plan, design, and further develop this process as an entrepreneur, and ultimately to benefit from it, it is essential to be aware of the specific characteristics, risks, and potentials of such integration. This book provides a comprehensive insight into the systematics of service innovations and presents and critically evaluates two currently widely discussed approaches to customer integration - the Lead User Method and the Open Innovation Approach.