The customer experience is considered vital for companies to achieve success. As asserted by Pine and Gilmore (1999) in their book The Experience Economy: Work is Theatre and Every Business a Stage, "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage rich, compelling experiences. "Staging experiences involves intentionally engaging clients and connecting to them in a personal, memorable way. Think of your business as a stage, and work as theatre, and whenever a client happens across your bare stage of business, you and your troupe ‘take the cue.’ The performance begins. Together you orchestrate memorable moments. It starts by placing client expectations (i.e. client needs, wishes, and values) at the centre of every interaction, and continues by communicating in ways that that support client well-being, by inspiring trust, promoting a sense of safety, generating hope, and cultivating appreciation. This session delves into the aspects of veterinary-client-patient communication that make the moments memorable, and, in so doing, stage rich, compelling client experiences. 

Learner Objectives:
1. To understand the importance of the customer experience and how it transforms the value of what is offered and enhances client quality of care. 
2. To be able to apply a variety of verbal and nonverbal communication strategies to stage veterinary experiences. 
3. To communicate with greater sensitivity and intention. Method: Facilitative presentation. Partcipants' perspectives will be invited for each focus (eg. expectations, trust, safety, hope, and appreciation).