The document discusses how customer care has changed from traditional in-person methods to digital online methods. It notes that while some things like music and photos have been easy to digitize, other things are still not fully digitizable. It also discusses some of the challenges that have come with the transition to digital customer care like support costs and how trust can be lost online. The document advocates for taking a customer-centric approach and doing thorough research and testing to better understand customer needs and pain points when designing digital customer experiences.