Here are two great examples how companies involve their clients: Starbucks and Dell. The principles are quite easy:

• Post an idea
• promote it/vote for it
• discuss it with the company itsself and other users
• see/follow what the company will do with this idea

Call it mass collaboration, collective intelligence, crowd sourcing … WE thinks this is pretty cool and wonders if we will see more of this in the near future.
(found the links via Tamim, dna_digital)