SUMMARY
AbstractPrevious research has shown that the customer experience is a strategic differentiator leading to a competitive advantage for organisations. The customer experience is the interaction between customer and the organisation and should lead to value add. It is important though that value is added to the customer as well as to the organisation. The focus of this paper is first on what value is. The second part of the paper focuses on a measurement tool that was developed to measure the value to customer (VTC) and the value of the customer (VOC). The measurement tool is validated through application within a retail banking environment. By measuring the value to and of customers an organisation can determine if optimal value is added. The outcome of the measurement can be used by organisations to understand the customer value offering and the financial implications of value and establishing the relevant balance.