Advertise on podcast: Creating Superfans

How hard are your customers working just to do business with you? In this solo episode, Brittany introduces the ACHE framework, a simple way to spot unnecessary friction in your customer experience. Where are customers having to Ask, Chase, Hesitate, or Explain again? Each one is a clue that something could be easier, clearer, or better designed. And these friction points don’t just create frustration for customers—they create more work for your team, too. In this episode, you’ll learn: How to use the ACHE framework to uncover hidden frictionWhy repeated questions can signal an experience design problemHow proactive communication keeps customers from chasing you for answersWhy hesitation is one of the most invisible forms of customer frictionThe two questions leaders should ask their customer-facing teams during Customer Service WeekWhy the people closest to your customers are often closest to your biggest opportunitiesWhether you have a dedicated customer service team or you are the customer service team, Brittany’s challenge is simple: find one ACHE in your customer experience and fix it. Because sometimes the best customer service is the service your customer never has to ask for. Catch up on the SUPER AMAZING Show here. -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

In this episode, Brittany shares personal stories to explain the invisible “trust deficit” that prospects and customers bring into relationships and five lessons for overcoming it. 01:46 Stage Style Anxiety 03:49 Stylist Sticker Shock 04:29 Mean DM Wake Up Call 05:27 Finding Glamhive Match 06:29 Trust Deficit Explained 08:03 Make The First Yes Smaller 09:18 Make The Invisible Visible 10:37 Ask About Baggage 11:22 Teach, Don't Tell 13:51 Rewrite Expectations 14:59 Five Takeaways Recap 16:27 Transformation  -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

What does it take to build a brand people don’t just buy from—but genuinely want to be part of? In this episode, Brittany sits down with Jesse McKinney, co-founder and CEO of Red Aspen, to talk about the mission, culture, and community behind the fast-growing beauty brand. Jesse and her co-founders, Jeannie Reese and Amanda Moore, started Red Aspen in 2017 with a mission to inspire women to stand up, stand out, and stand together—before they even knew what product they would sell. They explore Red Aspen’s journey from launching with just a handful of false lashes to building a nine-figure beauty brand with thousands of passionate brand ambassadors. Jesse shares what it took to navigate explosive growth, challenge conventions in the direct-selling industry, and scale the company without losing the playfulness and personality that made people fall in love with it in the first place. They also dig into why showing up consistently is one of the simplest ways to build loyalty, why progress matters more than perfection, and how Red Aspen intentionally brings its core values to life across everything from packaging and language to events and technology. You’ll learn: Why Red Aspen started with a mission before it had a productWhat Jesse’s “200% committed” rule can teach entrepreneurs and leadersHow Red Aspen turned its brand ambassadors into passionate superfansWhy “playful” is one of Red Aspen’s core values—and how the company brings it to lifeWhat explosive growth taught Jesse about scaling a company and its cultureWhy Jesse believes people show up for you when you show up for themHow progress over perfection can create a culture of trust and authenticityWhy challenging industry conventions has helped Red Aspen continue to innovateWhat technology and AI can amplify—but never replace—when it comes to human connectionLearn more about Red Aspen here -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

How do you evolve a 40-year-old brand without losing what made people love it in the first place? In this episode, Brittany sits down with Jeff Hetsel, President and Chief Operating Officer of Cicis Pizza, to talk about the people, principles, and decisions driving the iconic brand forward. Jeff has spent 34 years with Cicis, working his way through nearly every level of the organization and developing a perspective that spans both the corporate office and the restaurant floor. They explore how Cicis has remained true to its core identity while continuing to evolve, from expanding its game rooms and launching a loyalty program to embracing technology as a way to eliminate friction and help employees better serve guests. They also dig into what value really means beyond price, why Jeff sees franchising as an opportunity to change lives at scale, and how Cicis continues to invest in the people who bring the brand to life every day. Whether you’re leading a legacy brand, managing a growing team, or thinking about how to evolve your customer experience, this conversation is a reminder that growth and innovation work best when you stay close to the people you serve. You’ll learn: Why Jeff believes “the answers are all outside of this building”How staying close to frontline employees can make you a better leaderHow Cicis Pizza thinks about value beyond priceWhy evolving a legacy brand doesn’t mean abandoning what made it successfulHow Cicis uses technology to eliminate friction—not replace peopleWhy Jeff sees franchising as a way to change lives at scaleHow Cicis is using loyalty to build stronger relationships with its guestsWhy the people closest to your customers can uncover opportunities you’ll never find in a boardroomWhy great people remain the foundation of a great customer experience-------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

It’s hard to think of another person who belonged to so many people quite like Dolly Parton. In this special episode of Creating Superfans, Brittany reflects on Dolly’s extraordinary life and legacy, sharing personal stories from the times she was lucky enough to work with her and exploring why generations of people felt such a deep, personal connection to her. Using the SUPER Model from Creating Superfans as a lens, Brittany breaks down some of the qualities that made Dolly truly one of a kind: her unwavering authenticity, her remarkable empathy, her ability to make every person feel seen and special, her commitment to exceeding expectations, and the consistency with which she showed up for her fans and her craft. More than a celebration of an unparalleled career, this episode is a look at what happens when someone uses their platform to make other people feel like they matter. Dolly didn’t just build a fanbase—she created a sense of belonging that crossed generations, communities, and cultures. It’s a tribute to an icon, a humanitarian, and a masterclass in what it means to leave people—and the world—better than you found them. If you’re interested in Brittany’s leadership training video, “What Would Dolly Do?, make sure you’re subscribed to her newsletter. Make a donation to the Imagination Library -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

Luxury isn’t about spending more. It’s about noticing more. In this episode, Brittany sits down with Neen James, leadership strategist, keynote speaker, and author of Exceptional Experiences, to rethink what “luxury” really means—and why any business, at any price point, can make customers feel seen, heard, and valued. Neen shares why she believes luxury is about moments, not money, and how the smallest details can often create the biggest impact. She walks us through her Experience Elevation Model and its five luxury levers, designed to help brands capture attention, create connection, and ultimately turn customers into advocates. They also explore the importance of systemized thoughtfulness: creating repeatable systems that empower every team member to deliver an elevated experience, rather than leaving those moments to chance. Whether you’re running a five-person business or leading a team of 50,000, this conversation is a reminder that you don’t need a luxury budget to create an experience that feels luxurious. You just need to pay attention to the moments that matter. You’ll learn: Why luxury is a mindset, not a price pointHow to make customers feel seen, heard, and valuedLow cost, high impact examples from hotels, real estate professionals, and moreHow to systemize thoughtfulness across an organizationNeen’s five-part Experience Elevation ModelWhy consistency matters across every customer touchpointThe power of turning ordinary interactions into “champagne moments”How exceptional experiences turn customers into advocates—and superfans Listen to the conversation with Joey Coleman.  Learn more about Neen James on her website. Buy her book “Exceptional Experiences” on Amazon. -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

What if your customers are telling you exactly how to improve your business... and you've never heard a word of it? In this episode of Creating Superfans, Brittany sits down with Kevin Farley, Chief Customer Officer at InStore AI, a company that helps convenience store retailers understand what customers and employees are really saying during in-store conversations. By using AI to analyze millions of real-world interactions at the point of sale, InStore AI uncovers insights that help retailers improve customer experience, coach employees, and make smarter business decisions. Together, they explore why the most valuable customer feedback often isn't found in surveys, how AI can reveal hidden opportunities inside everyday conversations, and why the future of customer experience isn't about removing human interaction—it's about making it more meaningful. You'll learn: Why neutral customer interactions are more dangerous than many leaders realizeHow AI is uncovering customer insights that traditional surveys never couldWhy employee friction is often the hidden cause of customer frictionHow leading retailers are using conversation data to coach—not police—their frontline teamsWhy the best customer experience strategies still depend on human connectionHow retailers can identify unmet customer needs before they show up in sales reportsWhy listening at the point of purchase can transform merchandising, operations, and employee engagementKevin's prediction for how AI will reshape retail over the next five yearsLearn more about InStore AI here. -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

What if the reason your customer experience strategy isn't working... is simply because nobody can remember it? The best processes in the world don't matter if your team can't recall them when a customer is standing right in front of them. In this episode, I'm diving into one of my favorite (and most overlooked) tools for creating consistent customer experiences: mnemonic devices. From "righty tighty, lefty loosey" to Starbucks' LATTE service recovery model, I'll share why simple frameworks stick—and how the world's best brands use them to help employees make better decisions under pressure. Then I'll walk you through my own five-step STICK framework so you can create memorable, actionable systems tailored to your business. Whether you're training new employees, improving service recovery, or looking for a way to make your customer experience more consistent, this episode will help you build processes your team will actually remember—and use. In this episode, you'll learn: Why most customer experience frameworks fail (even when they're good)How mnemonic devices make training more memorable and repeatableReal examples from brands like Starbucks, Apple, Marriott, and McDonald'sMy five-step STICK framework for creating your own memorable customer experience systemsHow to turn complicated processes into simple habits your team can execute with confidenceBecause if it doesn't stick... it doesn't scale. -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

What does it take to create an experience that makes kids beg to come back—and turns parents into superfans? In this episode of Creating Superfans, I sit down with Ed Kim, Vice President of Education & Training at Code Ninjas, a brand my family knows well. As a self-proclaimed Code Ninjas superfan, I ask Ed how the company has built an experience that inspires such passionate loyalty from kids and parents alike. Together, we discuss the challenges of delivering a consistent experience across a global franchise network, the role curiosity plays in learning, and how Code Ninjas is preparing students to thrive in a rapidly changing technological world. You'll learn: Why experience design is just as important in education as it is in businessHow Code Ninjas creates a space where kids feel ownership, independence, and belongingThe role curiosity plays in developing lifelong learnersWhy adaptability may be the most important skill kids need for the futureHow parents can think about AI, technology, and online safety without fearWhat today's kids can teach us about customer experience and innovationHow Code Ninjas inspires students to become creators, not just consumers, of technologyEd's vision for the future and the impact he hopes today's students will have on the worldLearn more about Code Ninjas here. -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

In this solo episode of Creating Superfans, Brittany challenges you to see the world through a different lens. A confusing website? Yep, that's experience. A parking lot that's too dark? That's experience. A dressing room with only one hook? Believe it or not... yep, that's experience. Customer experience isn't just what happens when someone talks to customer service. It's every interaction that shapes how people feel about doing business with you—before, during, and long after the sale. Through dozens of rapid-fire examples (some obvious, some surprising, and some you've probably never thought about), Brittany reveals how tiny moments of friction quietly influence trust, loyalty, and referrals. You'll walk away looking at your business with fresh eyes—and spotting opportunities to create superfans that may have been hiding in plain sight all along. You'll learn: Why customer experience belongs to every department—not just customer serviceHow tiny moments of friction can quietly cost you customersSimple ways to improve your experience before, during, and after the saleWhy "neutral" interactions are often your greatest opportunityHow obsessing over the little things leads to unforgettable customer experiencesThe next time you notice a broken link, a confusing sign, or an employee who goes above and beyond, you'll probably find yourself saying... Yep, that's experience! -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

What if gifting could be as easy as sending a gift card—but infinitely more joyful and personal? In this episode, I'm joined by Elisabeth Vezzani, co-founder of Sugarwish, to talk about how a conversation on the sidelines of a youth soccer game turned into a business that's delivered millions of moments of joy. Elisabeth shares how Sugarwish combines technology and personalization to create gifting experiences that feel thoughtful, memorable, and genuinely human. We also discuss why the little details matter, how customer feedback has shaped Sugarwish's growth, and what it really takes to create superfans in a world full of transactional experiences. In this episode, you'll learn: The origin story behind Sugarwish and the problem it was created to solveHow to balance high-tech convenience with high-touch personalizationWhy the smallest details often have the biggest impact on customer experienceHow Sugarwish has expanded from candy to wine, candles, spa products, pet gifts, and moreThe role customer feedback plays in innovation and product developmentWhy Elisabeth does not delegate this one taskHow Sugarwish's partnership with Make-A-Wish aligns with its mission of spreading joy Special Offer for Listeners Try Sugarwish for yourself and save $10 on your first order with code SUPERFANS. Connect with Elisabeth & Sugarwish Website: sugarwish.comInstagram: @sugarwishgirl-------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

How do I travel 70+ times a year, raise two young kids, and still stay sane? After more than a year away, I'm excited to kick off Season 4 of Creating Superfans with a behind-the-scenes look at one of the questions I get asked more than almost anything else. In this solo episode, I'm pulling back the curtain on life as a keynote speaker and sharing the travel hacks, productivity systems, and family routines that help me spend more than 70 trips a year on the road without sacrificing what matters most at home. From the duplicate-packing strategy that changed everything to the loyalty programs, credit card perks, and hotel hacks that make constant travel easier, I'll share practical tips you can start using right away. I'll also talk about the intentional systems my family has created to help my two young sons see my travel as an opportunity rather than a sacrifice. Whether you're a frequent traveler, an entrepreneur, or simply trying to balance a busy career with your personal life, I hope this episode gives you ideas to help you travel smarter and live more intentionally. You'll learn:  The packing system that saves me time and eliminates travel stress  How I maximize airline, hotel, and credit card rewards without overcomplicating the process  Simple travel hacks that make frequent trips more comfortable and efficient  The family rituals that help me stay connected while I'm on the road  Why I believe work-life balance isn't about doing everything at once—it's about being intentional with your time and attention-------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

I’ve been collecting your questions all season long for this special Q&A season three finale! In this episode, my second-in-command, Alix Steinberg, joins me to ask all your burning questions. Here’s a sneak peek at some of the topics we covered: Do you think other celebrities and musicians have started to copy Taylor Swift’s strategies?What was your favorite CX story that came out of 2024? Do you have a pre-keynote routine you follow before you go on stage?My business is in its early stages, and I’m still trying to figure out who my ideal customer is. How can I narrow my focus without losing potential opportunities? What is the craziest thing that has happened to you as a keynote speaker?If someone only has 10 minutes a day to work on improving customer experience, where should they focus their energy?As a real estate agent, it’s really frustrating when friends or family choose to work with someone else to buy or sell their homes. I understand some people might feel uneasy mixing business and personal relationships, but do you have any strategies for making them more comfortable working with me? How can I position myself as their best option without putting pressure on them?  Check out these resources mentioned during the episode: Customer Interactions You Can Easily Elevate to Create Superfans 5 Customer Experience Lessons from the Eras Tour Interested in participating in a future origin story makeover episode? Email [email protected] -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

I always say that how you exit an employee from your organization is just as important as how you onboard them. In this episode of the Creating Superfans podcast, I sit down with Robert Glazer, award-winning entrepreneur and author of Rethinking Two Weeks’ Notice, to explore a better way to handle employee transitions. Robert shares the concept of an open transition program (OTP), a collaborative approach that fosters honesty and ensures smoother exits.  You’ll also hear us talk about: How to give performance feedback that focuses on behavior, not characterWhy you should stop doing performance improvement plans (PIPs)How negative departures can damage your company reputation and talent acquisitionPractical steps for building trust and managing transitions effectivelyThe long-term value of turning former employees into superfan alumniWhether you manage a team of two or two thousand, this episode is packed with actionable advice that can elevate your leadership and transform how you think about employee relationships. Buy Rethinking Two Weeks' Notice on Amazon Subscribe to Friday Forward Follow Robert Glazer on LinkedIn -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon

In this episode of the Creating Superfans podcast, I sit down with Bob Kaufman, president of international at Xponential Fitness, to dive into the art of global franchising. Bob shares fascinating stories from his career, including the expansion of brands like Club Pilates, Coffe Bean & Tea Leaf, and Tower Records into international markets. We discuss how to balance brand consistency with local cultural nuances and uncover the key traits of successful franchisees. Even if franchising isn’t on your radar, this episode is packed with valuable lessons for any business owner looking to grow, adapt, and create superfans. Tune in for a fun and inspiring conversation! Connect with Bob on LinkedIn -------------------------------- About Brittany  Brittany Hodak is an award-winning entrepreneur, author, and customer experience speaker who helps businesses turn customers into superfans. She’s delivered keynotes to hundreds of organizations around the world, including American Express, Benihana, and Keller Williams. Her trademark SUPER Model™ framework has empowered teams in every industry to transform customer apathy into advocacy.  Enjoying the show? Subscribe, leave a rating and review, and share this episode with someone who wants to create more superfans. Subscribe to Brittany's biweekly newsletter Follow Brittany on LinkedIn and Instagram Grab a copy of Creating Superfans on Amazon