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the reason why the customer can not always be co-producer is that:
being co-producer has a variety of  professional requirements, such as knowledge, time, skills, experiences, technologies,etc. But as customers, they may lack of theses reources to be a co-producer, they can be the co-creators to support the ideas and concepts to the companis.

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Zara trained its employees to listen to customers' needs and feedback, i.e.: what people asked for or tried to look for when they entered a store. From this, the brand can understand what the customers want, what designs that customers desire and what types of products is the store currently lacks of. The process of which allows the customers of Zara to participate in the co-creating process.
However, the actual production process is undertaken by professional designers of Zara. As it's impossible for the brand to allow the production of personalization or specifically satisfy every single customers' desires, as the costs of products from Zara are very affordable prices and the products are manufactured. Thus although the customers might participate in the co-creating process, they might not always be able to also take part in the co-production process

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The customer of Dyson is always the co-creater but not co-producer.

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co-creator

Customize the color of the interior and the color of the car according to the customer's needs
enhance technology based on customers feedback

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Co-creation with Universal customers:
Value creation is creation of value-in-use. Universal Studios provides value-in-use to it's consumers, as its rides, attractions, actors and shows must be experienced in use to be entertaining. Usage, consumption and experience.

A Universal Studios customer cannot get any value out of the theme park without attending and using the attractions.

From the customer, Universal gets customer feedback, usage patterns, preferences and sentiments through their online platforms and web-tracking.

Co-producer & Universal Studios:
Universal Studios customers are not always co-producers. Co-producers help with idea generation, development/manufacturing, delivery and communication. Here, while some Universal customers may engage with the above processes, they do not always partake in these.

Idea generation - Universal use some customer feedback to generate ideas and new initiatives.

Development and Manufacturing - Universal involve some customer in the production process in their interactive theme-park rides, where consumers can help to draw and develop scenes of films and help in the production of their own entertainment.

Product/Service delivery - Universal do not transfer labor to the customer, as they need to uphold safety standards and meet regulations.

Product/Service communication - Universal use some user-generated photos and content to create realistic and natural advertising and promotions.

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In terms of customer experience, they are tailor made to make sure that offer high experiential value.
Customer is never reliable for the resources for the value creation i.e. they acn never be the raw material suppliers.
It is hard for consumers to participate in the production process, but they can participate in the functional part of it.

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Since co-producing or co-production requires involvement within the backend of the operational activities. Customers are not generally encouraged to do so.

For most cases such as The Ordinary. It is highly unlikely for customers to be able to participate in lab activities when active chemicals are used. Customers may play a part in creating complementary service such as beauty routines, social contests or interactive chatrooms. It is very unlikely for customers. (Not done yet)

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Value-in-use implies that the customer, as the user, creates value and is the value creator.

While the firm controls the production process and can invite the customer to join it as a co-producer of resources.

Example: Luckin Coffee. When an existing customer invites a new customer to join and use the app, each of them will get new coupons to buy products. This is the process of customer's co-creation. Besides that, they create the value-in-use as the co-creators. However, they are not involved in the coffee-making or distribution process. Thus, customers in this case are not co-producers.

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Grönroos & Voima (2013) suggest that customer is always a co- creator, but not always a co-producer. Why is that?
Give examples using your assignment 1 brand