The key, and perhaps the first step, if you want to deliver an experience and “not be transactional” is to set the tone so that there is trust. Trust that you have a plan, have their priorities in mind and can deliver. Folks tend to want to customise everything in the B2C segment, and it is a nightmare when it happens. Be stern about the value you provide and the goal you are aiming to accomplish. Step one of creating an experience is to homogenise your audience. If you succeed there, you are on your way.
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