Customer ritual as a competitive threat

There are many facets to competition, none of which should be dismissed in gaining a thorough understanding of the marketplace. One of the less obvious is customer ritual and the extent to which this can be a significant competitive threat. Competing against customer ritual can be especially significant in the hospitality and tourism industries; in personal services such as hair and beauty care; in healthcare; and in similar businesses. Addressing a competitive threat of this nature requires several steps, most of which involve intensive work with prospective customers: 1. Talk to the customers of your competitors. 2. What don't they like? 3. What would it take to get them to try your product or service? 4. Build incentives for switchers.