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. 

Follow Wally on LinkedIn  

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.

Connect with Jim:

LinkedIn | Perficient

We’re proud to share that Perficient’s What If? So What? podcast has been named a Gold Stevie® Award winner in the Technology Podcast category at the 22nd Annual International Business Awards®. These awards are among the world’s top honors for business achievement, celebrating innovation, impact, and excellence across industries.

Winners were selected by more than 250 executives worldwide, whose feedback praised the podcast’s ability to translate complex digital trends into practical, high-impact strategies for business and technology leaders.

Hosted by Jim Hertzfeld, Perficient’s AVP of Strategy, the podcast explores the business impact of digital transformation, AI, and disruption. With guests like Mark Cuban, Neil Hoyne (Google), May Habib (WRITER), Brian Solis (ServiceNow), and Chris Duffey (Adobe), we dive into the possibilities of What If?, the practical impact of So What?, and the actions leaders can take with Now What?

The Stevie judges called out what makes the show stand out:

• “What If? So What? Podcast invites experts from different industries, which is important to make sure that audiences are listening and gaining valuable information.”
• “A sharp, forward-thinking podcast that effectively translates complex digital trends into actionable insights.”
• “With standout guests like Mark Cuban, Brian Solis, and Google’s Neil Hoyne, the podcast demonstrates exceptional reach, relevance, and editorial curation.”

In other words, we’re not just talking about technology for technology’s sake. We’re focused on real business impact, helping leaders make smarter, faster decisions in a rapidly changing digital world.

We’re honored by this recognition and grateful to our listeners, guests, and production team who make each episode possible.

If you haven’t tuned in yet, now’s the perfect time to hear why the judges called What If? So What? a “high-quality, future-forward show that raises the standard for business podcasts.”

Catch the latest episodes here: What If? So What? Podcast

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Watch Full Video Episodes on YouTube

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.

Connect with Jim: LinkedIn | Perficient

Perficient is proud to be included in the IDC Market Glance: Digital Business Professional Services, 3Q25, (Doc # US52789825, July 2025)”. This marks our fourth consecutive year of inclusion.

In the report, Perficient is included in the Technology Transformation Dominant category, where IDC defines participants as: “organizations [that] offer technology consulting advice and services as their primary service line to drive digital transformation.”

Built to Lead with Technology

IDC notes: “Many technology transformation dominant firms also offer business consulting services, and some are expanding their capabilities into design services and product engineering services as well.”

This aligns with our evolution as a consulting partner. At Perficient, we integrate strategy, implementation, and innovation, giving clients the technology foundations and AI readiness to accelerate transformation and achieve tangible outcomes.

An Industry in Motion

The report also highlights a key trend shaping the digital business consulting landscape:

“Acquisitions to boost AI/cloud/digital capabilities and to fill niche areas of expertise.”

Perficient’s strategic investments reflect this shift. We continue to deepen our AI-first capabilities, expand our industry expertise, and deliver consulting services grounded in execution.

Strategy to Execution, Powered by AI

Technology transformation at Perficient is built for scale, speed, and strategy. We help enterprises modernize platforms, streamline architectures, and align technology investments to real business outcomes. Our AI-powered Envision experience connects strategy to execution, combining proven frameworks with intelligent tools that help leaders prioritize, activate, and accelerate transformation. From capability mapping to platform selection, Envision turns insight into action and helps organizations move faster with confidence.

Ready to move from ambition to impact? Let’s define your AI-first strategy and build the foundation to lead what’s next.

Balancing AI Strategy With Human Wisdom 

“AI-first” has become a buzzword in executive conversations, but what does it really mean? Is it about using artificial intelligence at every turn, or applying it with intention and purpose? For analyst and researcher Susan Etlinger, it’s clearly the latter. 

On the latest episode of “What If? So What?”, Susan joins host Jim Hertzfeld to explore what it takes to build AI strategies that are both innovative and responsible. With a background that bridges the humanities and technology, she makes a compelling case for the critical role of human insight in an AI-driven world. 

When (and When Not) to Automate 

AI’s power lies not just in what it can do, but in knowing when not to use it. Susan argues that leaders must assess whether automation truly improves outcomes or risks eliminating valuable learning opportunities. 

She shares a story from early in her career, when manually compiling business data helped her develop essential skills like stakeholder management, strategic thinking, and financial literacy. Her point: AI can accelerate, but only human experience gives results meaning. 

From Generative to Agentic AI: Who’s in Control? 

The conversation explores the evolution from machine learning to Generative AI, and now to Agentic AI. Susan encourages leaders to ask:  

Who sets the goals? Who ensures alignment?  

While AI agents can handle tasks from start to finish, intention, ethics, and judgment remain the responsibility of humans. 

Smarter AI Strategies, Not Just More AI 

Susan’s key takeaway is clear:  

Organizations don’t need more AI; they need better AI strategies. 

Start with a clear use case, implement with intention, and learn from the outcome. The most effective approaches respect the limits of automation while amplifying human strengths. 

Keep People at the Center of Your AI Strategy 

For leaders shaping AI strategy, Susan offers a clear reminder:  progress isn’t about replacing human decision making, it’s about enhancing it. AI can accelerate outcomes, but it’s people who ensure those outcomes are purposeful, ethical, and aligned to your business goals. 

Listen to the full conversation

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Meet our Guest – Susan Etlinger

Susan Etlinger is a globally recognized expert on the business and societal impact of data and artificial intelligence and senior fellow at the Centre for International Governance Innovation, an independent, non-partisan think tank based in Canada. Her TED talk, “What Do We Do With All This Big Data?” has been translated into 25 languages and has been viewed more than 1.5 million times. Her research is used in university curricula around the world, and she has been quoted in numerous media outlets including The Wall Street Journal, The Atlantic, The New York Times and the BBC. Susan holds a Bachelor of Arts in Rhetoric from the University of California at Berkeley. 

Follow Susan on LinkedIn  

Learn More about Susan Etlinger

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.

Connect with Jim:

LinkedIn | Perficient