Customer value is a customer's perception of the difference between what customers get to what should be sacrificed to obtain such services. Customer value helped the company to expand its innovation in order to obtain the perceived superior customer value (Kotler & Keller, 2009). In this regard, the entrepreneur needs to build a customer value proposition as a promise of what will be given to the customer. Flint, Blocker & Boutin (2011) states that the customer perception of the value provided by the company is an important factor for a company to build an emotional connection with customers. Companies often invest a lot of money and effort to anticipate the needs and desires of customers in the future, but unfortunately this becomes useful when the anticipated effort is not appreciated by customers because it does not suit their needs and desires. They conduct research on a wide range of industries and found that the perception of anticipated customer value for the future felt by the customers give positive impact on customer satisfaction and customer loyalty. This shows the importance for all industries and SMEs to do future anticipation to provide superior customer value, to give satisfaction and to create customer loyalty.