In this episode of “What If? So What?”, Jim Hertzfeld sits down with Wally Burchfield, former senior executive at GM, Nissan, and Nissan United, to explore what’s driving transformation in the automotive industry and beyond.
Wally’s perspective is clear: in a world obsessed with automation and data, the companies that win will be the ones that stay human.
From “Build and Sell” to “Know and Serve”
The old model was simple: build a car, sell a car, repeat. But as Wally explains it, that formula no longer works in a world where customer expectations are shaped by digital platforms and instant personalization. “It’s not just about selling a product,” he said. “It’s about retaining the customer through a high-quality experience one that feels personal, respectful, and effortless.” Every interaction matters, and every brand is in the experience business.
Data Alone Doesn’t Build Loyalty – Trust Does
It’s true that organizations have more data than ever before. But as Wally points out, it’s not how much data you have, it’s what you do with it. The real differentiator is how responsibly, transparently, and effectively you use that data to improve the customer experience.
“You can have a truckload of data but if it doesn’t help you deliver value or build trust, it’s wasted,” Wally said.
When used carelessly, data can feel manipulative. When used well, it creates clarity, relevance, and long-term relationships.
AI Should Remove Friction, Not Feeling
Wally’s take on AI is refreshingly grounded. He sees it as a tool to reduce friction, not replace human connection. Whether it’s scheduling service appointments via SMS or filtering billions of digital signals, the best AI is invisible, working quietly in the background to make the customer feel understood.
Want to Win? Listen Better and Faster
At the end of the day, the brands that thrive won’t be the ones with the biggest data sets; they’re the ones that move fast, use data responsibly, and never lose sight of the customer at the center.
🎧 Listen to the full conversation with Wally Burchfield for more on how trust, data, and AI can work together to build lasting customer relationships—and why the best strategies are still the most human.
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Meet our Guest – Wally Burchfield
Wally Burchfield is a veteran automotive executive with deep experience across retail, OEM operations, marketing, aftersales, dealer networks, and HR.
He spent 20 years at General Motors before joining Nissan, where he held multiple VP roles across regional operations, aftersales, and HR. He later served as COO of Nissan United (TBWA), leading Tier 2/3 advertising and field marketing programs to support dealer and field team performance. Today, Wally runs a successful consulting practice helping OEMs, partners, and dealer groups solve complex challenges and drive results. A true “dealer guy”, he’s passionate about improving customer experience, strengthening OEM-dealer partnerships, and challenging the status quo to unlock growth.
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Learn More about Wally Burchfield
Meet our Host
Jim Hertzfeld is Area Vice President, Strategy for Perficient.
For over two decades, he has worked with clients to convert market insights into real-world digital products and customer experiences that actually grow their business. More than just a strategist, Jim is a pragmatic rebel known for challenging the conventional and turning grand visions into actionable steps. His candid demeanor, sprinkled with a dose of cynical optimism, shapes a narrative that challenges and inspires listeners.
