What will be the next wave of growth in the customer care industry? Today, we are sitting at the edge of a major transition in the customer care market. The manner in which customers prefer to interact with companies is changing substantially, and businesses of all sizes are challenged with providing customer care in the manner in which customers wish to be served. This provision goes far beyond what many have termed the “multichannel contact center” and into the realm of what Cisco calls Customer Collaboration. Read this paper to find out about this major transition.