The other day I heard about a hot boutique advertising agency that was doing great work and snagging high-profile clients from equally high-profile agencies. My curiosity was piqued, so I went on their website. It was exceptional—well designed, intuitive, rewarding, and not overwhelming. Suddenly, I felt connected to their brand. Hooked. Nodding yes.

After that fun little distraction, I had to pay my phone bill. I logged on, paid, logged off, and left feeling disappointed in my experience there. Even though it was a global company with a huge digital budget, their site bored me.

For the rest of the day, I pondered this: Why do some companies get the importance of the customer-brand experience, and others simply don’t?

The ad agency didn’t hail from Madison Avenue. It didn’t have a mega-parent company pumping money into its self-promotion budget. By rights, it was an underdog agency that should mind its own business, right? On the other hand, the phone company is in the business of customer service. They win or lose based on customer satisfaction. And while their bill-paying portal was functional and sensible, it was underwhelming.

Here’s what I concluded: the ad agency understood that their site was likely their customer’s first impression with their brand and, in order to grab visitors’ attention quickly, they needed smart brand strategy, engaging creative, and a site that would move, touch, and inspire their customers. To which I say, don’t we all…