The entire concept of customer value can be quite ambiguous. That is because what one customer may perceive as the value may not fill in the same expectations for another consumer. The foundation of customer value creator depends on customer value perception. Typically, this comes into play post your customer has had an experience with your competitor and therefore has the basis to compare your brand with that of your rival. If the customer believes that your offerings deliver more in terms of value, then you have successfully done your bit as a value creator.