Hindered coherent service experience (in the eyes of the custom) Extensive customization and customer participation in the solution co-creation makes it difficult to define explicitly the outcome in advance. Ambiguous processes result in uncertainty and increase the amount of risk perceived by all actors in a network. Get to know different kinds of possibilities that we may not have noticed or understood by ourselves better relationship. Co-creating customer-focused solutions within business networks: a service perspective. Increased competition, declining margins and more extensive customer needs have made it essential for companies to seek differentiation and customer loyalty by offering integrated solutions rather than individual products or services. Companies often struggle to design solutions that meet customer needs or develop the skills and processes needed for the effective delivery of solutions. Solutions are predominantly defined as bundles of products and/or services that meet customer specific needs and have higher potential for value creation than the individual parts would have alone.