Sarah Nohe

A fractured experience adds friction for the customer. Something as simple as entering information in one place and then being asked to re-enter it on a different channel will lead to drop off. Now, a unified customer profile that's seamless across channels is table stakes. Personalization will be an enhancer to the customer experience. Someone that gets relevant recommendations based on their purchase history and activity is way more likely to be a repeat customer.

Consider the privacy of the participants by ensuring the right measures are in place when collecting data. have a protocol on place to anonymize and secure data.

It's not just about getting a user from point A to point B. There are so many touchpoints that a brand or business has with a customer, both digital and physical. From awareness through media channels to communicating with them about a return visit. And customer expectations are high, they have choices, so every touchpoint should feel frictionless, if not smooth and satisfying. When I work with clients in hospitality, one of the first things we do is looks at the holistic customer journey, rather than hone in on one channel or one pain point.

Your personal social channels can be a great way to build a brand and make it relatable. People like and trust people. Cultivating a strong personal brand, whether you're a founder, a CEO, or creative, can help set the tone and establish trust for your organizational brand. It's the human factor that tends to resonate the most. As you grow, empowering others associated with your brand – employees, ambassadors, and users – to speak about it, can multiply that power. Authenticity stands out, so people can really bring a brand to life.

A failed experiment can actually be valuable. It can help to eliminate whatever approaches don’t work, provide additional data, or-my favorite-lead to out-of-the-box thinking. As long as the culture is set up to allow and celebrate failure, those bumps in the road will often encourage innovative new ideas.

The power of collaboration with creators cannot be underestimated. Being able to work with an established community reduces the cost and effort that goes into customer acquisition so you can focus on building the best product. For the creators, it’s also a beneficial partnership. They’re able to grow and bring value to their audience in new ways, without worrying about technical know how. My strategy with creator collaborations is to help bring ideas to life through a shared creative vision and to make a positive impact on their community through bold, innovative tech solutions.