Epic customer experience - a motivating driver

How much of a driver is the customer experience in a sale?  How much extra would I be prepared to pay to realise the better customer experience?  Putting a tangible value on customer service is difficult and requires a strong relationship with your customer base but there are many examples where people will pay more to achieve a better customer experience.  While it is difficult to quantify it is clearly a more sustainable long term business model. Competing on price and undercutting rivals is fierce and hard to sustain but building a culture where customer experience is paramount and aligned to pricing is a long term strategy that works. Investing more in the right people and developing them to maintain a level of customer service ultimately delivers greater reward and be more satisfying. Epic customer experience does not mean lower profits or lack of ambition but the opposite and done correctly creates great brands with pride in their identity.