How can businesses ensure that their customer co-creation efforts result in tangible and measurable improvements to their products and services, rather than just being a token gesture?

Businesses can ensure that their customer co-creation efforts result in tangible and measurable improvements by actively engaging customers throughout the entire process, from ideation to implementation. This includes soliciting feedback, incorporating customer ideas into product development, and regularly testing and iterating on prototypes based on customer input. Additionally, businesses should set clear objectives and metrics for their co-creation initiatives to track progress and measure the impact of customer contributions on product/service improvements. Finally, businesses must be willing to adapt and make changes based on customer feedback to show that their co-creation efforts are more than just a superficial gesture.