Adding Digital Horsepower To Our Flywheel: Integrated Customer Engagement
Sonic has integrated technology and data to enhance customer engagement through its Integrated Customer Engagement (ICE) ecosystem. This strategy has allowed Sonic to create a competitive advantage by leveraging digital touchpoints and AI-enabled tools. The implementation of ICE has led to significant sales growth, particularly during the COVID-19 pandemic, as customers adapted to new ordering methods.
- ▪Sonic's ICE ecosystem combines technology, digital media, and AI tools to transform customer engagement.
- ▪The company retrofitted 3,500 stores and established a proprietary media network for personalized promotions.
- ▪Sales increased significantly during the COVID-19 pandemic due to the successful deployment of a mobile ordering experience.
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BusinessAdding Digital Horsepower To Our Flywheel: Integrated Customer EngagementByClifford Hudson and Craig Miller,Forbes Books Author.for Forbes BooksAUTHOR POSTExpertise and opinions of authors published by ForbesBooks. Imprint operated under license. | Paid ProgramMay 22, 2026, 10:00am EDTTechnology is essential to powering the flywheel, sustaining momentum, and securing long-term prosperity.Clifford Hudson and Craig MillerThroughout the first decade of this new century, I (Cliff) became intrigued by how technology and data could be leveraged to learn more about Sonic’s customers and engage with them in ways that would be difficult for others to replicate, creating a competitive advantage.At the time, the rapid adoption of personal email, internet access, and electronic payment, along…
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