Dean Matt Waller on the Importance of Customer Centricity in Business Schools

The conversation begins with practical insights into what customer centricity is and why it’s essential. Matt provides context to how he views the role of the customer, pulling from his experience as dean at the Sam M. Walton College of Business. The tables are slightly turned when Matt interviews Andy about the macro insights he’s collected from his research and additional interviews. Andy shares some stories of what has jumped out over the interviews he has done, which are also upcoming episodes of this twelve-episode series. Andy talks about the evolution of shopper marketing and the impact that it has had on what we know now about marketing.

Key Takeaways:

0:43 - Introduction of Matt Waller and the episode ahead

1:27 - Greetings and contextualizing the episode’s topic

2:22 - The importance of the consumer 

5:10 – The path of the entrepreneur when it comes to customers

6:11 – Macro themes from interviews regarding customer centricity

7:55 – Agile mindset and motivation as core pillars of customer-centric leaders and surprises from the interviews

9:41 – Change and impact of seeing customers as people

12:40 – Business being about people despite differing views

16:20 – The power of paying attention

19:27 – Seeing and thinking through shopper marketing

24:57 – What is “next” when it comes to marketing and customer centricity 

26:21 – How do you measure success in customer centricity

27:40 – Episode wrap-up

 

Links:

Learn more about Matt Waller.

Learn more about Andy Murray.

Learn more about the It’s a Customer’s World podcast.

Learn more about the University of Arkansas and its Customer-Centric Leadership Initiative.

Learn more about the University of Arkansas’ business school, Sam M. Walton College of Business.