Locate data gathering and service functions that customers might take on willingly—extracting value of their own by doing them.
	Build an interface to information resources and give customers the tools they need to navigate and customize the interfaces.
	Federal Express (pp. 83-84) provides an interface to its package tracking database so that customers can have instantaneous access to a detailed history of their shipment status via the Internet. It also allows customers to schedule pickups and generate airbills (complete with bar code) on their own equipment. For the customer, these capabilities mean convenience. For FedEx, they have meant more accurate order entry information and millions saved in customer service costs.
	Firefly allows visitors to its site to get music recommendations based on their stated preferences and the preferences of other visitors to the site with similar interests. The more preference information a visitor gives, the better the system is able to make recommendations (and increase the information in its database). Firefly literally outsourced the development of its products to its visitors. In return, it got a massive database of music preference profiles, some of the richest and most credible marketing data on the musical taste of individuals ever collected. As a result, Firefly quickly developed a brand name in the exploding market for software "agents," and has now licensed its product-selection agents to others, including the Yahoo! Search engine and the Barnes & Noble on-line bookstore.
	Holiday Inn (p. 82), Travelocity (p. 84), Huls AG (p. 86)