Why Business Owners Can’t Ignore an Investment in CX Design
Written by: Jules Flesner
My first exposure to the Virgin Atlantic brand was a vacation flight to Europe in the early 2000s. My sister and I were flying nonstop from Chicago to London. Everything about the cabin experience felt noticeably better than what we were used to, from the seatback gaming entertainment options (Virgin Atlantic was one of the first airlines to offer this in economy) to the elevated design details of their takeaway swag.
To this day, we still joke that when we landed in London… we didn’t want to get off the plane. Maybe we were easily entertained, but the moment made a lasting impression. It showed how thoughtful, innovative experience design can shift a customer from “meh, we got from point A to point B” to “I want to tell everyone about how great this is.”
That’s the point business owners can’t afford to ignore: when customers consistently feel excitement, value, and ease across multiple interactions, loyalty follows.
There is no one-size-fits-all customer acquisition checklist in today’s AI-powered economy. Success doesn’t necessarily require the flashiest product or a TikTok micro drama. What companies do need is a customer experience that respects people’s time, feels seamless, and adds something memorable.
This comes from a mix of:
effective tech
smart use of social platforms
functional software integrations
thoughtful design and brand guidelines, and
small moments (online or in-person) that make customers smile… or, decide they don’t want to deboard your plane.
CX design isn’t optional.
It is the difference between being a brand customers forget and one they recommend and stick with long-term.
Does your traditional marketing + sales program need a fresh set of eyes? Vermillion Design + Co. can help. Contact us to request a CX design audit and support.