Episode Details

How Customer Experience (CX), Not Technology, Should Drive Business Strategy   

Shep interviews Clifford Hudson, the former CEO of Sonic and co-author of Bricks and Clicks: How We Drove Sonic Into the Digital Age. He talks about how business leaders must let customer needs and convenience drive their strategy rather than technology.   

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:     

1. How do you build a business strategy around customer experience instead of technology?   
2. How does removing customer friction lead to higher sales and retention?  
3. What is the biggest mistake companies make when implementing new technology?  
4. How does increasing customer convenience drive long-term business value?  
5. Why do customer-centric companies outlast competitors?  

Top Takeaways:    

• Start with the customer experience, not the technology. Begin by understanding what customers need and the experience they want. Then work backward to determine which technologies or processes will improve that experience. Technology should support the strategy, not become the strategy itself.  
• Use technology to strengthen what makes your brand stand out. Every new initiative, whether it is a new tool or a process, should strengthen the qualities that distinguish your brand.  
• Successful businesses are the ones who can anticipate their customers' needs. Hudson mentions Wanye Gretzki’s famous line, "skate to where the puck is going." Keep your eyes open for what your customers are doing and what they need. Shifts in customer behavior, even small ones like how they order or how they prefer to pay, are trends you can plan to stay ahead of.   
• Customers should be the center of every decision that a company makes. View every new action, process, or product through the lens of how it can better serve customers. Companies that put customers first outperform those that don't.  
• The right technology should make life easier for your customers. Before investing in new technology, always ask: Does this make things easier and more convenient for the customers we serve?  
• Great ideas matter, but putting them into action is what really makes a difference. A customer-focused strategy creates the direction, and good execution turns it into great customer experience.  
• Plus, Shep and Cliff discuss more ideas from Bricks and Clicks: How We Drove Sonic Into the Digital Age. Tune in!  

Quote:    

"Don't think about technology. Think about your customer and their experience and go from there."  

About:     

Clifford Hudson, co-author of Bricks and Clicks and former CEO of Sonic Corp. for 23 years. He helps organizations drive value through customer-centric innovation.   

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio. 

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