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Mike Fong, Senior Solutions Engineer at ObservePoint, explains why brands must move beyond ROI to focus on transparency, accessibility, and usability.
Most companies lose customers long before they realise it. It doesn’t happen with a competitor’s flashy ad. It happens quietly, on a clunky form, a non-compliant website, or a confusing opt-out process.
“Living the customer experience yourself is the first step,” says Mike Fong, Senior Solutions Engineer at ObservePoint.
In a digital world where even a poor colour contrast could lock out millions of aging users, Fong says that the smallest friction point can become the biggest dealbreaker.
Fong cautions against overlooking vendor accountability: organisations must include strict data requirements in statements of work to avoid blind spots. He also warns that many companies overinvest in advanced analytics tools before fixing basic friction points in their digital journeys, such as clunky forms or confusing navigation that can quietly cost them customers.
Other Insights from Fong:
- Vendors handling campaigns or data require strict oversight. Strong statements of work must include detailed data requirements such as tagging, analytics integrations, and compliance expectations to avoid blind spots.
- Many organisations overinvest in tools without fixing simple usability gaps. Walking through the customer journey manually, testing forms with real people, and resolving visible friction points should come first.
- With the European Accessibility Act (EAA) enforced from June 28, 2025, websites must meet WCAG standards. Accessibility is both a legal obligation and a commercial one. Older and visually impaired users represent 2–8% of potential revenue that brands risk losing.
Watch the full interview here.
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