Can customers play a pivotal role in shaping service experiences? This paper explores the significant contributions of customers in enhancing quality and productivity within the service industry. It presents two conceptual frameworks designed to foster managerial understanding and guide future research on customer participation in service delivery. The first framework delineates varying levels of customer participation across diverse service types. The second identifies three fundamental roles customers assume throughout the service delivery process, providing a structured approach to understanding customer engagement. Practical examples, drawn from weight loss and mammography screening contexts, illustrate the concrete application of these concepts. By emphasizing the active role of customers in creating positive service outcomes, this research offers valuable insights for service managers seeking to optimize customer experiences and drive operational efficiency. The frameworks serve as a foundation for further exploration of customer-centric service models and their impact on both customer satisfaction and business performance, making the customer an integral part of **service management**.