Different selections under filter criteria vs columns in Filters?

[Bethany Holt]

I'm not sure if I'm using the correct terminology, but when creating filters I'm wondering why different users see different selections in these two places (see screen shot below).  I'm particularly interested in the "Customer Name".  I can see Customer Name as a search criteria and under Columns, but other users (even one of our JIRA Admins) can only see it under "Columns".  Why doesn't everyone see it in both places?