Messages should shift from...
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Achieving awareness of your products and services must evolve into recognition of brand value and subsequently preference.
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Trial of services or features needs to transition to increased penetration or share of customer.
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Response to promotional efforts is just the first step in generating anticipated revenue.
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Acceptance of the cost of service must be followed by profitable use of services and regular payment.
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Recognizing the customer as a customer converts expectations into heightened satisfaction, and ultimately customer retention. |