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The term "experience" has already been adopted by a variety of companies: Adobe encourages the consumer to "make experiences your business" and Delta touts the "unique experience of flying with Delta." Experiences are the most important thing consumers get when they make a purchase, close a deal, or otherwise interact with a business. If they are positive, the client will certainly want to get them again, which means they will return to you and recommend you sincerely, with pleasure and for free. Robert Rossman and Matthew Durden argue that experiences can be skillfully designed and shaped. Experience design is a fascinating and rewarding science. The authors talk about what needs to be considered in the process of forming the right impressions, as well as in working with personnel, product development and corporate strategy; explain how concept models of experiences work and how they can be refined. Many examples from the experience of various companies help to better absorb important information, use it and increase the level of customer loyalty, leaving competitors far behind.