037: Brian Solis | Stop Working for Your Tech, & Make it Work for You

Key Takeaways:

It all starts with a single unified view of the customer. Without it, your hands are tied on how personalized you can get, how relevant you can be with timing, context, channel, etc. Aim for a single, unified profile of each of your buyers. Omnichannel is about creating frictionless experiences for customers. Once you can see who each customer is on an individual level, use that insight to remove friction. Make the experience all about them. It’s not about getting in front of your customers as much as possible. It’s about serving them and engaging them in ways they want to interact with your brand. As Shane said, don’t take short cuts. When it comes to approaching omnichannel, slow down a bit. Get a proper foundation in place first –a sound strategy and the right technology all aligned to clear objectives. Then get to work.

Full Shownotes:

https://www.emarsys.com/en/resources/podcasts/lifescale-brian-solis