I was eating lunch with an executive of a hotel company, in a restaurant located at one of his company’s hotels. He was talking about competitive threats, describing how companies in his category are constantly copying each other’s innovations. I said, “If I were your competitor, I could walk into this hotel and easily copy your physical product. I could study your service standards, and copy them too. What I could not copy are the personal relationships you have with your customers. Those relationships would be impenetrable to me.”
In an age of interchangeable products and easily duplicated services, customer relationships have become one of the most powerful competitive advantages available to a business. Do you agree?
What about your business? What is it that your customers “can’t get anywhere else?” Your products? Your services? Their unique relationship with you?