If you’ve ever been to downtown Franklin, Tennessee or to one of Nashville’s trendiest neighborhoods in 12 South or the Gulch, chances are you’ve either walked by or shopped in Finnleys, a women’s clothing boutique.I’ve been a superfan of Finnleys for the last several years. In fact, if you’ve read my book, Creating Superfans, you may recognize this week’s guest from my case study in chapter 17. Dawn Craig is the CEO and owner of Finnleys, a local brand that firmly checks every box of my SUPER Model. In this episode, she shares her journey of building a thriving small business that’s become a shining example of what’s possible when you create exceptional customer and employee experiences. Dawn and I chat about the origin story behind the boutique, the struggles of managing and scaling a business during and after Covid, and the intentional experience design she’s put into each of her three retail locations to make them their own.Show Notes4:04 - Dawn describes her background and the industry she was working in prior to opening Finnleys5:20 - How Dawn went from Grocery retail to fashion retail7:25 - Dawn chats about the Finnleys motto: “pretty things, great people, good vibes.” 8:45 - How her motto sets the standard for Finnleys, both internally and externally11:15 - Dawn’s struggles as she first started running Finnleys12:30 - The Finnleys origin story and the store’s rebrand14:35 - How Dawn got the second location of Finnleys in Nashville17:35 - How Dawn has tailored the store experience from location to location to match what the customer is looking for18:50 - Is Finnleys going to expand to other cities or locations?21:00 - How Finnleys weathered the pandemic22:22 - How does Dawn’s daughter Finnley feel about being the namesake of the brand?24:08 - Brittany’s recent customer experiences with Tesla and Lowe’s27:02 - The Finnleys online package that helped them survive during Covid27:14 - How Dawn transformed the omnichannel experience for her website30:30 - The “superfans project” that Finnleys has been working on33:20 - How is Finnleys serving their customers for the Taylor Swift concert in Nashville? Shop Finnleys online store.--Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon

Have you ever wondered what goes inside the iconic celebrity gift bags at A-list events like the GRAMMYs or the Oscars? Today’s guest of the Creating Superfans podcast is the pioneer of celebrity product placement and award show swag. He’s transformed it into a bona fide media obsession. Lash Fary, otherwise known as the “Gift Guru” or the “Sultan of Swag,” is the president and Founder of Distinctive Assets, a niche marketing agency. He’s worked with top award shows including the GRAMMY Awards, Latin GRAMMYs, Tony Awards, American Music Awards, BET Awards, Kids’ Choice Awards and Academy of Country Music Awards to create celebrity branding opportunities.In this episode, Lash and I chat about the power of celebrity product placement, his biggest tips for gift-giving regardless of the industry you’re in, and of course, some of his favorite products that he’s become a SUPERFAN of. Show Notes:2:50 - What is Distinctive Assets all about?3:17 - How Lash got into gifting4:41 - Lash’s experience with the Oscars5:58 - How many gift bags does Lash actually create each year?6:24 - That time Samuel L. Jackson didn’t get one of Lash’s gift bags...7:31 - Why are the gifts so highly coveted, even by celebrities who can afford anything on the planet?9:26 - What Lash says to people who are angry that celebrities are getting free gifts10:19 - The business behind the gifting partnerships12:15 - The importance of wrapping and presentation when it comes to gift-giving 14:30 - Sentimentality can double the value of a gift15:48 - Don’t forget this important component of gift-giving17:25 - Lash's opinion on Brittany’s gifting advice,  "if it has your logo on it, it’s an ad, not a gift."19:22 - Should you spend less on each person to ensure everyone gets a gift, or spend much more money on just a select few people to make a greater impact?19:58 - What was one of the best gifts Lash has ever received?21:28 - Brittany’s most impactful gift she’s ever gotten23:07 - Lash shares a low-cost gift he got that made a huge impression on him 24:50 - What is Lash a superfan of?27:58 - Lash’s advice for people who are trying to get better at gifting34:10 - Lash’s tips for event planners to make a seamless guest experience Follow @SwagAssets on Instagram or visit DistinctiveAssets.com --Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon

What do ADP, JP Morgan Chase, Universal Resorts, and Visa all have in common? They’ve all worked with today’s guest, Howard Tiersky, to transform their digital customer experience. Howard is the CEO and Founder of FROM, a digital transformation agency that helps companies go from where they are, to where they need to be. He’s the author of Winning Digital Customers: The Antidote to Irrelevance, one of the Top 10 Digital Transformation Influencers by IDG Magazine, and one of the Top 100 Customer Success Strategists by Success Coaching.In this episode, Howard and I discussed the importance of observing your customers in real-time, connecting your executive team with your frontline employees, and his five-step roadmap to thrive in a digital world. Show Notes2:20 - Howard tells Brittany what he does at FROM4:34 - Howard explains what “observational research” is and how companies can implement this practice to learn more about their customers 6:43 - How a vacation package company might use observational research to learn more about its customers8:08 - How Howard used observational research with Universal Theme Parks10:47 - How do you extrapolate the important data from your research and what’s worth pursuing?12:45 - How you can use surveys to complement observational research to better understand your customer journey14:03 - Something surprising that Howard discovered when doing research for a major news platform16:10 - Why there’s sometimes a disconnect between C-suite executives and their perception of their customers20:46 - Howard walks us through his 5 step-roadmapUnderstand your customerMap the customer journeyBuild the futureOptimize the short-termLead the change25:45 - Why identifying small improvements can have a compounded effect in the short term30:35 - How to get customers on board with change31:55 - Change versus extra effort32:05 - Brittany observing customers’ expectations for transformation through the eyes of her young kids36:30 - Brittany’s son’s experience at a doctor’s office leads Howard to question: would you rather have your customers think you’re clueless or that you don’t care?40:04 - The emotional connection that customers have to a brand is one of the most valuable assets a brand can have41:50 - Why Apple focuses so much on its packaging and the lesson you can take learnWinningdigitalcustomers.com Follow Howard Tiersky on LinkedIn--Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon

If you feel like your cold outreach is getting ignored in the digital clutter, or you’re struggling to make personal connections with your clients, this is the episode for you. This week, I had the pleasure of chatting with a dear friend of mine, Ethan Beute. Ethan is the Chief Evangelist at BombBomb, the host of my favorite podcast, The Customer Experience podcast, and the author of several amazing business books.Ethan and I had an in-depth conversation about how we can use technology to rehumanize our communication with prospects and customers. More specifically, we dove into the power of video and how we can use a platform like BombBomb to build trust, alleviate confusion, and convey emotion when reaching out to clients. Ethan shares his tips for using video at impactful moments along your customer journey and how to implement these practices at scale. Show Notes3:25 - Ethan talks about his podcast, the Customer Experience podcast (my personal favorite!)4:30 - How BombBomb uses technology to make us feel more human, not less human5:45 - How video can help us better communicate with clients8:04 - The video trends that Ethan foresees in the next five years11:20 - The single biggest impediment to the adoption of video17:16 - Ethan’s tips for balancing text and video in your emails19:17 - The power of 1:1 video communication20:50 - Time blocking versus triggered video communication processes21:15 - How to use video at scale with evergreen content23:32 - Acknowledging customers’ emotions at each step of their journey24:05 - How Ethan challenged Brittany’s thoughts with data and human behavior25:50 - The importance of focusing on the immeasurable components that drive the metrics31:40 - What brand is using video really well?Connect with Ethan on LinkedIn.--Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon

If you’re a Customer Experience nerd like me, then today’s guest is going to leave you inspired. His name is Ron Holt and he’s the founder and CEO of Pink Zebra Moving. Ron is on a mission to disrupt the moving industry - but not with big data or advanced technology. Instead, taking inspiration from brands like the Savannah Bananas, he’s designed a magical experience for his customers that he’s working to replicate across the country. From the high-energy warm-up routines to the surprise closing gifts, Pink Zebra Moving proves that you can create a unique and unforgettable experience for your customers in any industry. In this episode, you’ll hear about Pink Zebra’s eye-opening payment system, Ron’s tips for exceeding customer expectations, and even a few hilarious mistakes that the company has made over the years. Show Notes3:04 - Ron shares his background as the founder of the cleaning company, Two Maids & A Mop4:10 - The revelation Ron had that led him to implement CX changes in his cleaning business7:30 - Why it’s so important to bake customer centricity into the DNA of your company9:46 - What is Pink Zebra Moving all about?11:53 - The worst idea that Ron had with Pink Zebra14:37 - The new entry plan for Pink Zebra that successfully alleviates his customers’ anxiety 17:20 - What is the Pay Enhancement Plan?20:30 - How movers use the clues around the customers’ homes to connect with them21:36 - How was Ron inspired by the Savannah Bananas when dreaming up the Pink Zebra Moving Company?23:22 - The one question that Pink Zebra asks every prospective employee25:39 - How does Ron attract and train the right service-minded staff for his company?29:58 - What does the Pink Zebra magic look like after the move has been completed? 33:33 - A Pink Zebra “surprise box” fail that will make you laugh35:03 - All about Zeke, the new brand mascot36:03 - That time Zeke crashed a birthday partyCheck out Pink Zebra's website here.--Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon

This episode of the Creating Superfans podcast welcomes a very special guest, Amy Porterfield.Amy is an ex-corporate employee turned online marketing expert and CEO of her own multimillion-dollar business. She’s the creator of several best-selling marketing courses, the host of the top-rated Online Marketing Made Easy podcast, and the author of the brand new book, Two Weeks Notice: Find the Courage to Quit Your Job, Make More Money, Work Where You Want, and Change the World. In today’s episode, Amy and I chatted all about Two Weeks Notice - which is officially available today, everywhere books are sold!Whether you’re working a corporate job or running your own business, Amy’s tried and true strategies, inspiring stories, and mindset shifts will help you create not just the type of business that you want, but the lifestyle you want. Show Notes2:40 - Why did Amy decide to write Two Weeks Notice now? 4:26 - Why it was important for Amy to share her vulnerable stories with her readers.6:40 - What are Amy’s non-negotiables? Why is it so important for entrepreneurs to set their non-negotiables? 9:20 - What is “tiger time?” Amy explains the concept that she developed years ago.12:36 - The poignant distinction between courage and confidence, and why you don’t need confidence to start your business. 13:40 - What does Amy mean by your “capacity for zero?” 14:47 - What was it like for Amy when she made the leap and left her job with Tony Robbins?16:20 - How did the intentionality of setting an exit date give Amy more courage?18:30 - What does Amy mean by the “ten-percent edge”? 21:25 - Why are superfans so important to entrepreneurs? 22:56 - How Amy’s team incorporates “surprise and delight” into her customer journey.25:15 - How Amy meets her audience where they’re at through strategic content creation.26:37 - Amy tells us about a student of hers that launched her own business, but it’s not what you think it might be29:40 - The “sweet spot test” and how it helps you identify your starter business.30:56 - What are the ‘boss traps’ that Amy details in her book?34:07 - Amy shares the most surprising part about writing a book.You can order a copy of Two Weeks Notice: Find the Courage to Quit Your Job, Make More Money, Work Where You Want, and Change the World  here.--Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon

In this week's episode of the Creating Superfans podcast, Alix and I are breaking down the best and worst TV commercials from Super Bowl 57. You'll hear our opinions on the brands that did the best job of overcoming apathy, and which ones fell totally flat. Reach me on all socials @BrittanyHodak and let me know how you felt about the commercials!Show Notes2:56 - Farmer’s Dog simple brand play that resonated with Alix3:30 - Tubi cutting through the noise and creating a moment5:15 - Amazon's compelling storytelling7:38 - Crown Royal and Bud Light used celebrities in their ads, but which did it better?9:10 - Rakuten & Clueless nailing the nostalgia 10:27 -  The M&M saga and the Maya Rudolph campaign14:40 - How effective are the campaigns that have a back-story leading into their Super Bowl commercial? 16:40 - DoorDash's approach to speak to several audience segments in one ad17:40 - Work Day19:25 - Does Dunkin' win the award for best celebrity cameo of the night?20:10 - The worst celebrity cameo of the Super Bowl21:10 - Avocados from Mexico's on-air and off-air Super Bowl campaign23:47 - He Gets Us Jesus commercials25:06 - Did Brittany or Alix scan any QR codes?25:40 - Did QR codes fall flat this year?26:15 - The Turbo Tax disappointment--Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon

Customer experience is not a department—it’s a philosophy that must be embraced by every member of an organization. When executed correctly, it becomes your most powerful competitive advantage. Perhaps no guest has understood this better than Jim White, the Chief Experience Officer of Ignite Medical Resorts. Jim and his team at Ignite are “extinguishing the stereotype” of traditional rapid rehabilitation facilities- otherwise known as nursing homes- by providing the five-star hospitality of a luxury resort. In this episode of the Creating Superfans podcast, you’ll hear about the unmatched accommodations that Ignite offers, such as private chefs, on-site spas, specialty coffee machines, and magazine and newspaper delivery. In addition to the perks, Jim talks about the systems he puts in place to ensure incredible experience across 14 facilities, including hiring and training service-minded staff, creating warm welcomes and fond farewells, and looking for opportunities to surprise and delight guests. If you’re wondering how the medical industry can implement a 5-star resort-like experience, you won’t want to miss this episode.Show Notes:3:14 - How Ignite Medical Resorts differs from traditional nursing homes4:33 - How has Jim used his background in hospitality to intentionally design the experience at Ignite Medical Resorts?7:57 - Will the 5-star resort-like experience become normal among medical facilities? 11:27 - Jim details the hiring and training process for his staff, including one of the most fun orientation programs!15:12 - Why Ignite uses hospitality metrics as its benchmark for sucess16:30 - How does Ignite’s NPR score compare to the average hospitality score?18:00 - Using hospitality’s best practices to overcome the uncertainty gap that surrounds the typical patient experience20:17 - The importance of referrals and reputation in the rehabilitation industry22:28 - The challenges of managing new facilities and how Jim gets new staff on board with their philosophy 24:38 - Incentivizing staff to create excellent customer experiences27:03 - The “employee comes first” mindset that sets IMR apart 29:34 - How Jim trains his staff to create a “warm welcome” and a “fond farewell”34:15 - A heartwarming story that showcases the power of “surprise and delight”35:40 - How IMR implements a CX strategy from the Ritz CarltonYou can learn more about Ignite Medical Resorts here. Follow Jim White on LinkedIn here. --Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon

Social media is no longer just a content creation platform - it plays a complex role along every step of your customer journey. Your social accounts are the point of entry for prospects to learn about your brand for the first time,  the new call center where they go to voice their complaints, and everything in between.In this episode of the Creating Superfans podcast, I chat with Hillary Applegate, the founder of Social HQ. Hillary challenges brands to say goodbye to boring social media and instead drive community and credibility, all while increasing sales. We chat about the importance of a strong brand voice, the power of social listening, and the best tools and strategies for improving your customer experience on social media.Show Notes2:40 - Hillary tells us about the agency she started, Social HQ5:23 - Why social media is your 24/7 customer touchpoint 6:23 - The importance of working with someone who understands your brand voice9:35 - One of Hillary’s clients that used social media to connect with a superfan and exceed their expectations 13:12 - How social listening can impact every aspect of your company 14:22 - Hillary shares her top tools for social media listening, regardless of your budget16:14 - Why newer companies are more open to using social media compared to older, publicly traded companies18:24 - Why real customer advocacy is more powerful than influencer marketing21:12 - The best return from any campaign Hillary has ever run22:58 - How brands can exceed expectations on social media26:11 - What is the “engagement loop”? 29:48 - Hillary shares various paths companies can take to manage their social accountsFind out more about Social HQ at www.yoursocialHQ.com--Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon

As consumers, our basic wants and needs haven’t really changed, but our preferences and expectations for how we achieve what we want or need has changed. Customers expect seamless digital experiences from the brands they interact with, which can introduce a daunting challenge to unprepared companies.Joe Harouni is the Connected Commerce practice lead at Avionos, where he works with clients to deliver commerce solutions that enable a better customer, sales, and service experience. Avionos’ team of experts drives measurable business outcomes for Fortune 500 and 1000 companies by partnering with executives to turn their digital vision into reality.In this episode of the Creating Superfans podcast, Joe and I chat about the current trends in digital transformation, the best communication strategies for company-wide adoption, the common mistakes to avoid, and some of his favorite examples of excellent digital experiences. Show Notes2:20 - What is a trend that businesses need to be aware of in the digital transformation space?4:14 - How employee experience is impacted by digital transformation5:16 - What does Avionos do?6:12 - Joe’s favorite digital transformation projects he’s worked on8:12 - What aspect of digital transformation is often overlooked?10:57 - How does Avionos ensure a consistent communication plan across an entire organization?13:44 - How does the Avionos team overcome the "inside out" approach to digital transformation?15:00 - How can solopreneurs or small businesses collect meaningful customer research with limited resources available?16:41 - What is the difference between UX (user experience) and CX (customer experience)?19:20 - Joe shares his favorite app from a UX perspective23:00 - What are the two biggest factors for a great customer experience?24:07 - What advice does Joe have for companies that are trying to make their digital experience more seamless and more relevant for their customers?26:14 - Joe’s biggest non-negotiables when it comes to the clients he works with26:53 - What’s a company that Joe is a SUPERFAN of?Find out more about Avionos at  www.avionos.com. --Subscribe to Brittany's biweekly newsletterFollow Brittany on LinkedIn and InstagramGrab a copy of Creating Superfans on Amazon