Maybe the title should be as competition evolves...

I love seeing backpeddling in customer service when companies find out they are not as special as they once thought themselves.  A good example is Nextel.  When they launched with their exclusive rights to the push to talk feature, calling customer service was a nightmare.  We left due to a very rude customer service rep. I remember having a friend who was a small business owner tell me that we were nuts, that Nextel was the future of cellular.  As technology evolves though, we find that a company has to be more than a single feature to monopolize a market.

With the expansion of technology (and competition for that matter), it just doesn't pay to put all your eggs in one basket.  A single feature or benefit can only create a fad, where customer service can create a trend.  That is why customer nurturing can only serve to better a company's long term initiatives.

Just remember...that feature you are standing on can easily be overshadowed by the next 'shiny object' that a competitor has.