Providing a great customer experience creates sustainable competitive advantage and higher profits. Here’s why that starts with designing a great employee experience — and how to do that. — There’s a solid argument to be made that “customer experience” isn’t just another business buzzword. As products, stores, and services increasingly begin to look alike, customer experience will increasingly define and differentiate a brand. Features, quality, and even price are (relatively) easy to match. Customer experience — not so much.