Today's customers-both B2B and B2C-are firmly in the driver's seat of the "Experience Economy," a once-in-a-generation shift of power from brands to buyers. Customers place more value in the customer experience (CX) than in the goods and services themselves-and they're adopting new technologies to get exactly what they want, where, when, and how they want it. As such, their customer journey is no longer predictable and linear. The B2C and B2B worlds have morphed into B2Me, where friction can make or break your customer relationships.