Vance Morris, founder of Deliver Service Now Institute, discussed strategies for small businesses to avoid commoditization and enhance customer experience. He emphasized the importance of targeting affluent markets and offering premium pricing to differentiate from competitors. Morris shared his experience from Disney, highlighting the significance of creating memorable customer interactions, such as personalized gifts and exceptional service. He also stressed the value of customer retention, noting that retaining customers costs less than acquiring new ones. Morris recommended practical, low-cost strategies like newsletters and promotional gifts to foster emotional connections and enhance customer loyalty.