Survey Says: Customers Highly Value Great Customer Experience. Several studies suggest that by the year 2020 customer experience will over take price and product as the key brand differentiator. Customer experience is your customers’ perception of how your company treats them. These perceptions affect their behaviors and build memories and feelings and may drive their loyalty. Almost every customer experience (CX) professional understands the three main stages of the customer lifecycle: pre-purchase, purchase, and post-purchase. For thought leadership to be effective, it needs to be a cultural imperative inside the organization.