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Episode 6

Paco Underhill on the Importance of Observing and Understanding the Customer Experience.

It's A Customer's World Podcast

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As the conversation gets underway, Andy and Paco consider what’s going on in the physical retain space, and Paco explains consumption remaining a constant but taking on an altered face.He talks about the concept of composting, cash use and advanced technology in Europe, cooperation between public and private interests, and the need to both get local and get on the sales floor. In connection with questions provided by Professor Molly Rapert, Paco and Andy consider the importance of observational research, the need for actionable data and the combination of art and science, and the evolution of language and information. Listeners will hear Paco’s thoughts on design, current customer experience objectives, personal inspiration, how students can become customer experience experts, and the need for empathy in the customer experience.

Key Takeaways

 

0:41 - Introducing Paco Underhill

2:34 - Paco describes what’s going on in the physical retail space

4:42 - Paco’s thoughts on cash use and speed of tech adoption

9:16 - The concept of cooperation between public and private interests

11:26 - How to get more local

13:21 - The importance of observational research

17:05 - We need data for actionability, and a combination of art and science

19:02 - Paco comments on topics of language

28:02 - Paco encourages and discusses design

32:07 - Efficiency out of space with better customer experience objectives.

39:21 - Paco’s inspirations

43:28 - Answers and advice for students

45:27 - Empathy’s role in the customer experience

Meet Your Host: Andy Murray

 

Andy is a highly effective senior leader with a passion for growth, creating cultures that unleash talent, and building capabilities through collaboration across functions. He has held leadership roles across retail (Walmart), CPG (P&G), start-ups (Mercury 11, Saatchi X) and global organizations (Asda U.K.). A creative problem solver, innovator, and marketer, he is known for building high-performing teams and delivering results.

Andy is a lifetime Honorary Board member of the University of Arkansas's Center for Retail Excellence where he helped developed the Center's presence and Innovation conferences. He is also an Early Board Member for the Soderquist Center for Leadership and Ethics college. Andy was inducted into the Shopper Marketing Hall of Fame in 2013 for his pioneering work in developing best practices and industry leadership in the emerging field of Shopper Marketing. He currently serves as Chairman of Asda Foundation.