Recognize that your business might be a commodity. Are you shopped by price? That is a strong indication that you are caught in the commodity trap. Does your service strategy help to reduce or even eliminate the commodity trap? If so, you are on the right track. Now, what can you do to make it better? Like the fancy turn-down amenities the hotels offer, what can you do to dazzle your customers, beyond just giving them great service? It is adding what I call the "Experience Strategy."
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