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Welcome to a Web 2.0 world, in which we are more connected, more available, and can more easily find and distribute information than ever before. However, the implications of Web 2.0 for customer service are enormous. On the plus side, companies are finding that peer-to-peer support offers tremendous cost savings by deflecting live agent interactions. On the negative side, companies fear the loss of control by opening up discussion forums to a new, more demanding generation of customers. In this paper, SSPA Research and Salesforce.com will explore the evolution of self-service, how Web 2.0 can increase customer satisfaction and loyalty, and the role of OnDemand in enabling a new era of support: Customer Service 2.0.