Customer Insights - Mixing customers?

[Kelley Poturalski]

Hey UXers - 

I'm setting up a customer insights group and have a tool that will let me invite people from multiple companies. I love the idea of collaborating across companies, but am going to need a little help selling it to my stakeholders. Can you think of any case studies where people have tried it (good or bad). I'm not even sure what to google on this one.  

Best,

kkp