Turning Customers Into Clients

The connotative difference between customers and clients is that customers purchase value off the shelf and clients receive value crafted personally for them. There is also the connotation that clients more likely receive information and services and customers receive products and services. 

What if we turned customers into clients, with all of the mutual benefits of personalization for them and loyalty for us? How could information delivered become at least as important as any product or service? How would mutual benefits occur when we transition customers from consumers to partners?