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Experience is the new battlefield. Satisfaction is not enough anymore. Customer experience is the main driver of future loyalty and will turn your customers into raving fans. Whatever customers experience, determines whether they will come back and recommend you. It is about being meaningful and memorable. Not occasionally, but consistently. This book illustrates what makes successful (experience) brands stand out. How they all think in reverse, making their purpose, identity, and the desired experience – the focus for everything they do.