These days when we buy a product, unless it is a fast moving consumer good like a Mars Bar or a bottle of shampoo, we are often buying an experience as well as something that provides a practical benefit.
So when you purchase an airline ticket - the product is the transportation that gets you from A to B. The experience surrounding the product is the convenience (or not) of booking and checking in, the queues for security at the airport, and the onboard service. The product you are buying when you go to the cinema is the film you want to see - but again the experience begins when you try to book tickets online, how long you have to queue to get in and how comfy the seats are. Buying a protection product is also as much about customer experience as about receiving a piece of paper promi...
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