By Kim T. Gordon

Repeat sales and long-term customer relationships are at the heart of building a strong business. But if your customers fail to come back for more, or if your marketing results are declining, there's a good chance you're feeling the bite of a recent change in customer focus. Right now, customers are less motivated by promises concerning products or services alone, and are showing greater interest in what they can expect from the "ownership experience." Instead of marketing what your product or service does, the question is: What kind of experience are your customers hoping to have when they buy from you?......[read more after logging in]

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