"3 in 5 Americans (59%) would try a new brand or company for a better service experience." - American Express Survey 2011
You can steal your competitor's customers by providing better service. Each market has a few top dogs and many have made the mistake of getting lazy about service. "Victory has defeated you", said Bane before he broke the Batman's back. Even if you're in the number two spot, you can take advantage of this, just like Avis did in 1962 with its famous "We try harder." tagline. It was a promise to put customer service first and in one year helped transform Avis from losing $3.2 million to turning a profit of $1.2 million for the first time in 13 years.
The tagline was dropped in 2012, replaced with the terrible non-communicative - "It's your space." My toilet is also my space, which is where this new tagline belongs.