In recent decade, firms showing an increasing interest in involving customers, suppliers, other partners and even competitors in innovation process. With current interest in collaboration, partnership, outsourcing and growth in communication facilities, open innovation has gained more importance. Today, customers are considering as one
of the major partners in innovation process. In this paper we explored involving customers as a CRM activity and engaging them in different phase of innovation process. We review open innovation concept and its three core process archetypes and investigate customer involvement in innovation process base on that. In addition we distinguished between different kinds of customer as B2B or B2C, when they involve in open innovation process.