Podcast – CX Champions | Season 3 – Episode 7

How to Create Raving Fans like a CX Rockstar with Craig Antonucci, CXO at Autocar


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Episode summary

This episode features an interview with Craig Antonucci, Chief Experience Officer at Autocar, the only American truck manufacturer focused on trucks for severe-duty vocational applications. Craig brings 25 years of experience in building businesses large and small. He has a proven record of helping organizations grow as much as 1000%. He joined Autocar after spending 12 years at BPA Quality, where he designed customer experiences for many leading global companies. And in this episode, he discusses what it was like becoming the youngest Operations Director in the history of Vermont American, how he reached a critical turning point in his career and decided to start his own business, and turning data points into a customer journey.

About the guest

Craig Antonucci is Chief Experience Officer at Autocar. He brings 25 years of experience in building businesses large and small. He’s well-versed in all functions of an organization and able to create, build, lead and manage and flourish in any complex team structure. He has a proven record of helping organizations grow as much as 1000%. He joined Autocar after spending 12 years at BPA Quality, where he designed customer experiences for many leading global companies.

Key quotes

*”Pay attention to the details of what it is that your customer wants out of their experience. Because if you don’t, then they’re gonna notice it and you’re gonna miss out.”

*”There’s an art of positioning yourself to help your customer understand the important things and not focus on the things that aren’t really important.”

*”I’m also a musician. And there’s no better feeling than having a great crowd. When you’re playing and you have a bad crowd, it can drain you really quick. So you have to find those places where you can trade that energy with other people. That’s a core principle of customer experience too, is how do you tap into that energy of the customer and turn it into a positive thing.”

*”A CX leader needs to know how to sell, whether you’re a good salesperson or not. You have to know basic sales. You know the basics of communicating with people effectively, getting your message in short and quick, following up with them, paying attention to the verbal and body cues, and just everything that goes along with sales. If you don’t have those skills, you’re not gonna be a good CX leader.“

*”How many times have you found yourself in a meeting thinking about a deadline for another client that you have? That’s just a terrible way to live as a person, but you’re not gonna be very successful as a leader because if you’re not focused in the moment, people are gonna pick up on it. And customers notice that too. They wanna feel important, they wanna feel like you’re giving them every bit of attention that you would at that point in time.”

Time stamps

[0:50] Introducing Craig Antonucci, CXO at Autocar

[2:18] How did Craig navigate imposter syndrome as the youngest Operations Director in the history of Vermont American?

[5:25] How did Craig get into Customer Experience?

[10:26] Hear about the one day that changed Craig’s career trajectory.

[13:55] How did Craig get into teaching and mentorship?

[19:50] How did Craig’s understanding of CX gel at JL and BPA Quality?

[24:30] How did Craig become Autocar’s first CXO?

[29:02] What’s a raving fan, and how do you create them?

[36:01] How does Autocar think about the customer experience?

[45:24] How did Craig’s move to Birmingham, Alabama shape his perspective on CX?

Thanks to our friends

This podcast is brought to you by HGS. HGS is a digital customer experience leader dedicated to delivering winning customer interactions at scale that are prompt, personal, and positive. We continuously transform, optimize, and grow enterprises to exceed ever-rising customer expectations. HGS provides our clients with the right talent and technologies needed to champion every moment. Learn more at hgs.cx