Our survey of customer experience decision-makers in Europe shows that customer experience will play a very important role in European firms' competitiveness in 2008. Few respondents, however, believe that their firms rely on a disciplined approach to customer experience management and many haven't even started a corporatewide effort. Why this disconnect? Often it's because firms lack a clear customer experience strategy. Big firms struggle the most with a lack of internal collaboration. 2008 is a great year for European firms to start drafting a path to Experience-Based Differentiation (EBD).