Today, I’m keynoting a major conference in the financial services industry being held near San Diego. Over 1500 professionals have gathered to discuss the present and future in the world of payments. Think about it for a second: you tap, insert, or swipe your card to pay for a purchase. In almost the blink of an eye, the information about your card is transmitted to card companies, payment processors, and banks. Businesses receive their payments quickly and you get your purchase secured instantly.

• Here’s the problem – the payments industry, like many others, has improved its services and delivered to its customers at such a high level that we all take their work for granted. What do you do when customers assume you will consistently deliver excellence – so they stop paying attention to you?

It’s the curse of competence—when the exceptional becomes expected, and the extraordinary seems ordinary, your distinction in the marketplace can fade into the background.

There is a fine line between being reliable and becoming invisible. 

In a world saturated with choices, customers often gravitate towards familiarity, comfort, and reliability. Businesses that consistently deliver on these fronts do themselves proud but risk an insidious outcome: being taken for granted.

This complacency from customers arises when they subconsciously perceive your exceptional service as the standard. The challenge, then, is to reignite the spark of distinction without compromising the quality that earned customer loyalty in the first place.

The first step to combat this challenge is recognizing that distinction in a commodity marketplace is not just about what you do — but how you do it. It’s about infusing the customer experience with elements that are unexpected yet deeply appreciated.

• This can range from personalized interactions to innovative service delivery methods. It’s these nuances that can elevate a brand from a mere option to a memorable experience.

To create distinction, it’s crucial to innovate continuously. This doesn’t always mean grand gestures; sometimes, the smallest changes can make the biggest impact. For example, a handwritten note of thanks included with a purchase can create a personal touch that stands out. Innovation can also mean employing technology to provide smoother, more intuitive service interactions that save the customer time and hassle.

Another key to standing out is engagement. In an era where digital interactions are the norm, creating genuine, human connections can be a differentiator. Engage with customers beyond the transaction. Seek their feedback, not just through surveys, but through direct communication. Show them their input is not just collected – it is acted upon.

• When customers see their voices shaping your service or product, they feel a partnership rather than a patronage.

An often overlooked aspect of creating distinction is employee empowerment. When employees are vested with the authority to make on-the-spot decisions in favor of customer satisfaction, it can lead to unique, memorable customer experiences. This empowerment also fosters a culture of innovation within the organization, as employees are more likely to suggest improvements when they feel their contributions are valued.

Consistency in excellence is also vital. While pursuing the new and different, a business must ensure that its foundational services remain unshakably excellent. Consistency breeds trust, and trust is the soil in which loyalty grows.

• To be taken for granted is to be trusted, but to be distinctive is to be treasured. 

Finally, as I have frequently written, storytelling is a powerful tool for distinction. Every brand has a story, and sharing it can create an emotional connection with customers. A story that resonates with your audience can transform your business from a faceless entity into a character in their life story.

• Narratives about your brand’s heritage, your team’s commitment, or your community engagement can make your business relatable and memorable.

Being taken for granted is a testament to a business’s success but can also be a warning sign of potential stagnation.

Creating distinction in a commodity marketplace requires a commitment to innovation, engagement, empowerment, consistency, and storytelling.

By implementing these strategies, businesses can ensure that their customers see them as not just a choice — but the choice.