Before You Launch: The CX Mistake That Could Cost You Everything

Michael Bigos
Aug 5
3 min read

If you’re building a product, service, or digital experience, one truth remains constant:

How customers experience your brand is just as important as what you offer.

In today's hyper-connected marketplace, customers interact with your brand across multiple platforms—your website, social media, email, physical locations, digital ads, and even how your customer support responds. Each of these touchpoints shapes your omni-channel customer experience (Omni-CX)—and ultimately, how your brand is remembered (or forgotten). In a world where attention spans are short and expectations are high, a clunky checkout process, confusing navigation, or inconsistent messaging can instantly break trust and cost you the sale.

As a UX and brand strategist with over 20 years in enterprise design and digital innovation, I’ve seen it time and time again: brands that fail to intentionally shape their customer experience and skip usability testing don’t just lose users—they lose momentum. In this post, we’ll break down why CX and usability testing aren’t optional—they're the competitive edge every startup and emerging business needs to build loyalty, improve conversions, and scale sustainably.

An omnichannel experience offers a seamless experience on every possible channel, so there’s never a ‘gap’ perceptible from the customer’s point of view.

What Is Omni-CX—and Why It Matters

Omni-CX (Omni-Channel Customer Experience) is the consistent, seamless experience your customers receive across all brand touchpoints. Whether someone discovers you on Instagram, shops on your website, or speaks with your support team, their interaction should feel cohesive and effortless.

This isn’t just a trend. It’s a business imperative.

According to Forrester and McKinsey research, companies that invest in seamless customer experiences see higher retention, stronger brand loyalty, and significantly more revenue over time.

The Missing Link? Usability Testing

Too many teams build websites, apps, or systems in silos—without real feedback from the people who’ll actually use them. That’s where usability testing comes in.

Usability testing helps you answer questions like:

Can users navigate your website intuitively?
Do your buttons, forms, and flows guide or frustrate?
Are you creating delight or drop-offs?

Clarity, simplicity, and ease-of-use aren’t just UX principles—they’re brand loyalty drivers.

Why Omnichannel Customer Experience Isn’t Optional

Sources: World-Metrics

Keevee Capital One Shopping

If your customer journeys feel disconnected, visits jumping between online, in-store, social, and support, you’re missing the bigger opportunity. Today’s shoppers expect seamless transitions across channels, and those expectations come with measurable demands on brands:

73% of shoppers now engage with brands across multiple channels during their purchase journey.
Brands offering a unified experience retain nearly 90% of their customers—compared to just over 30% for fragmented approaches.
Consumers interacting via three or more integrated channels drive 9‑10% higher average revenue and typically spend more than single-channel shoppers.
Omnichannel engagement boosts customer lifetime value by around 30%.

3 Reasons You Need to Prioritize CX and Usability Testing Now

1. Your Brand Is Only As Good As the Experience It Delivers

You could have the best product or messaging in the world, but if your customer journey is broken or clunky, they’ll leave—and won’t come back.

2. You Can’t Afford to Guess What’s Working

Real data beats assumptions. Usability testing reveals where customers are confused, frustrated, or lost—so you can fix issues before they cost you sales or loyalty.

3. Small Improvements = Big Impact

From button placement to mobile responsiveness, micro-moments matter. Refining user flows, improving site speed, or clarifying content can dramatically boost your brand’s credibility and conversions.

Final Thought:

CX Is Not Just a Tech Concern—It’s a Brand Concern

Branding today goes far beyond visuals. It’s about how your customers feel when they interact with you—on any platform, at any time. If you’re not actively measuring, testing, and refining that experience, you’re leaving brand equity (and revenue) on the table.

At Mantle Branding, we help brands go beyond "looking good" to actually functioning well. Our design strategy integrates UX, usability testing, and omnichannel experience to create digital experiences that convert—and brands that customers trust.