Employees, and how the employees make the customer feel, are keys components of Customer value proposition (CVP), as well as competitive advantage. Employees can add value to a company, which then in turn increase their competitive advantage by a range of small, yet highly useful actions. Employers who know what they are selling, and can assist the customer with their queries, can make the customer feel at ease and add high value to a company/firm. A study done by “Buzzell and gale” show that to a customer, the “service” they receive accounts for 14% of the importance as to whether they buy the product or not (Buzzell, 2002). Over time and with multiple sales, the percentage will have a high impact on a firm and then will have a “ripple effect” that will add value to the customer as well. This percentage reinforces the idea that service is a crucial competitive advantage. The company/firm with the best service has higher chance to outsell their competitors and rivals.