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

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

Links:

Learn more about Paco Underhill and read his book, “How We Buy.”

Learn more about Envirosell.

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’s business school, Walton College.