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 Underhill2:34 - Paco describes what’s going on in the physical retail space4:42 - Paco’s thoughts on cash use and speed of tech adoption9:16 - The concept of cooperation between public and private interests11:26 - How to get more local13:21 - The importance of observational research17:05 - We need data for actionability, and a combination of art and science19:02 - Paco comments on topics of language28:02 - Paco encourages and discusses design32:07 - Efficiency out of space with better customer experience objectives.39:21 - Paco’s inspirations43:28 - Answers and advice for students45:27 - Empathy’s role in the customer experienceLinks: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.