Stan Phelps shares nine lessons on connecting brands to customers in an omnichannel environment. The key lessons are that customers judge brands based on warmth and competence, omnichannel customer experience is the new competitive advantage, and exceeding rather than just meeting customer expectations is important. Other lessons include ensuring a seamless experience across channels, having a solid omnichannel strategy and flexible metrics, prioritizing security in technology solutions, hiring the right people for each channel, and making small improvements that lead to big differences.