Can appreciation be your competitive advantage?

In previous columns, I have encouraged you to know your customer better, deeper than demographically, and most specifically psychographically.  The brilliance in knowing your customers better is in how it can become a competitive advantage. After all, what is the use of having all of this valuable information if you are not going to leverage it in ways your competitors are not? The place to start is by taking that knowledge and making appreciating what you know about your customer a part of creating a unique experience for these customers, letting them know you truly "get them" and what makes them special.

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