A couple of things that confer competitive advantage on a service provider could be referred to as intangibles, even though they are. These intangibles are not soft variables. They are commercial variables. Businesses that understand this build a layer of competitive advantage that their competitors cannot easily replicate, because most of their competitors are not even looking at this level.
There is a dimension of the physical customer experience that separates the memorable from the forgettable: ambience. The feel of the space, the quality of the light, the temperature of the room, the arrangement of furniture, and the cleanliness of surfaces, floors, and facilities. Ambience should not be confused with luxury. The two are not the same. Ambience is not about expensive fittings or elaborate interior design. It is about intentionality, the evidence that someone has thought carefully about what it feels like to be in this space.
Some years
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