Conversations around your business and your customers are happening in greater numbers across an increasing number of communication vehicles every year such as Facebook, Twitter, forums, email, phone, live chat, blogs, and more. We are in a world where every business must consider the impact of offering customer support through multiple communications vehicles . . . as well as what it means to not offer it. The cold hard fact is that there has been a "consumer awakening" and customers are now in charge. Enterprises who recognize this, and the special challenges that it presents, are poised to be the new 21st Century customer service heroes.