In order to overcome these challenges and ensure organic growth, a company should launch customer-required product and services and be-come more customer centered, thus increasing customer loyalty. And this requires a better understanding of customers. It therefore follows that cus-tomers' requirements can be better fulfilled by directly involving them in the innovation process. The main purpose of the bilateral project between the HP support and the researchers of KnowledgeSource was thus to develop a model that would support the integration of both explicit and implicit customer knowledge, i.e. it would enable constant bilateral knowledge flows between the customers and the company in order to improve products and services.