It is widely accepted that customer experience is the key to avoiding churn and building a great brand. But how do you define great customer service today? 100% of interviewees in a recent survey of 22 CMOs agreed that B2B and B2C marketing is merging. Whether you are a consumer or business customer, it doesn't matter if you are looking up information, purchasing products or services, booking a ticket, making and receiving payments - one thing is certain, you expect the process to be instant and convenient. These interviews will uncover the views of c. 25 business and technology leaders responsible in their organisations for strategies to meet the needs of the increasingly digitally demanding customers, whilst competing in a constantly evolving marketplace.