Never underestimate your customer. Attack your model as if you were an outsider. Have you built a ladder of genuine benefits that include innovation, technology, and quality coupled with delivering a platinum standard for customer service? If you can accomplish that, you can increase and or protect your value as well as the use of your services. Many merchants today have mastered the art of customizing the customer’s experience and in the process, created die-hard clients who become apostles. They evangelize their brand. This requires more than a tag line at the end of email or a postcard with you posing with a pet. Study Apple, Prada, Starwood, to understand how they create true love marks with their customers. Or read the book Lovemarks, The future beyond brands by Kevin Roberts CEO of Saatchi & Saatchi.