How Great CX Turns Customers Into Superfans

Great customer experience doesn’t lose customers to competitors—it loses them to apathy. And it creates superfans when ownership of the experience is clear.

In this episode of The Modern Customer, Brittany Hodak—author and customer experience speaker who helps businesses turn customers into superfans—shares why ownership matters more than tools or automation. Drawing on her work with organizations including American Express, Benihana, and Keller Williams, she shows how taking responsibility turns routine interactions into relationships customers value.

Brittany highlights apathy as one of the most underestimated threats to customer loyalty. Customers don’t always leave because something breaks; they leave when experiences feel indifferent, stagnant, or unowned. When accountability fades, even competent experiences become forgettable.

The conversation also reframes the role of AI in customer experience. AI can reduce friction and enable personalization, but only ownership ensures improvement rather than scaled mistakes. Small, intentional decisions—grounded in empathy, transparency, and responsibility—build trust, create delight, and drive lasting customer advocacy.

Key highlights from the conversation:

• Why ownership of the customer experience is the foundation of creating superfans
• How apathy erodes customer loyalty more quietly than competitive pressure
• Where AI strengthens customer experience—and where it amplifies failure without accountability
• Why human judgment and transparency remain essential to trust in modern customer experience

Watch the full conversation to explore how ownership shapes customer experience—and what it takes to turn customers into superfans.

Learn more about Brittany’s work on building superfans, including her masterclass and her book, Creating Superfans.

🎧 Listen to the full episode of The Modern Customer Podcast. Stream now on Apple Podcasts, Spotify or your favorite podcast platform.