It's a Customer's World Ep. 6 | Observing & Understanding the Customer Experience w/ Paco Underhill

Is observational research still effective in today’s modern world of big data and analytics? What’s the best way to learn what customers really want?
What is the best way for students to gain experience in the ever-evolving retail space?
Today on the “It’s a Customer’s World” podcast, host Andy Murray interviews Paco Underhill, who founded Envirosell in 1986 as a testing agency for prototype stores. Envirosell has worked in 46 countries, with more than half of the companies on the Fortune 50 list. Paco is the bestselling author of “How We Buy,” which is available in 28 languages and used in both higher education and career training programs. In this episode, Paco and Andy discuss the importance of observation and understanding the customer experience, knowledge that can be gained by visiting other countries, and more!
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.
Chapters
0:00 Series Introduction
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:
pacounderhill....
Read his book, “How We Buy”
www.amazon.com...
Learn more about Envirosell:
envirosell.com/
Learn more about Andy Murray: / andrewlmurray
Learn more about the It’s a Customer’s World podcast: walton.uark.ed...
Learn more about the University of Arkansas and its Customer-Centric Leadership Initiative: walton.uark.ed...
Learn more about the Sam M. Walton College of Business:
walton.uark.edu/