Companies like Uber, Airbnb, and OpenTable have been in the news lately for rating their customers — rating systems that the users themselves are not always privy to. This has caused some consumers to feel creeped out, yes, but it also got me thinking – is this even necessarily in these companies’ best interests? I called Frances Frei and Anne Morriss to ask. Both are co-authors of Uncommon Service: How to Win by Putting Customers at the Core of Your Business. Morriss is co-founder and CEO of GenePeeks. Frei is a Senior Associate Dean and the UPS Foundation Professor of Service Management at Harvard Business School. What follows are edited excerpts from our conversation.