Customers today are picky, fickle, vocal, and "all about me" vain. With the reach and influence of the Internet, they are also powerful. If they receive poor or impersonal service, they talk back--with a single snarky video or damning review gone viral, they can bring down a company. To succeed in this new world, it is vital that customers are treated not as cash machines but as collaborators. Chip Bell and John Patterson analyze this service revolution...