Equipped with more than 30 years of experience in retail, most recently as the Chief Customer Officer for Walmart Asda in the U.K., host Andy Murray is sharing his expertise through his new role as the founder and executive chair of the Customer Centric Leadership Initiative at the University of Arkansas Sam M. Walton College of Business. Now more than ever, retailers and brands are accelerating their quest to be more customer centric, but to be truly customer centric, it requires both a shift in mindset and ways of working, not just in marketing but in all parts of the organization. Through his initiative and this podcast series, Andy will be talking with practitioners, thought leaders, and scholars to hear their thoughts on what it takes to be a leader in today’s customer centric world.
Dr. Nick Fine on the Dichotomy Between IT and Digital Marketing
Today on the “It’s a Customer’s World” podcast, host Andy Murray interviews Dr. Nick Fine, a user-experience researcher and designer with twenty years of experience in digital — in both agency and client-side roles. He holds a Ph.D. in human-computer interactions and a BS in psychology. Nick’s areas of expertise are behavioral personalization, personality psychology, conversion rate optimization, remote user testing, and transformation through user experience. Through a combined focus on academic research and human interaction, Nick has worked as UX lead to complete complex and significant projects for many reputable brands.
Rishad Tobaccowala on the Human Behind the Consumer
How can business leaders decipher what people want? What changes are taking place at the CMO level?
Rishad Tobaccowala, senior adviser to Publicis Groupe, the world's third largest communication firm, talks with Andy Murray to share his insights and answers to these questions. Tobaccowala was the previous chief growth officer at Publicis Groupe, whose 80,000 employees worldwide are dedicated to delivering marketing and business transformation. He was responsible for supporting the leaders of Publicis Groupe’s largest global clients. For his pioneering innovation, BusinessWeek named Tobaccowala one of the top business leaders, and he also was dubbed one of five marketing innovators by TIME magazine. In this episode, Rishad and Andy discuss the 10 characteristics that connect the customer and consumer as human beings, how the CMO role is changing, and the three most important questions people should ask themselves about data.
Sherilyn Shackell on Chief Marketing Officers Embracing their Influence
Why should a CMO embrace their influence, and how can they use it to make an impact? Is the demand for learning accelerating or is it static?
In this episode of “It’s a Customer’s World,” host Andy Murray is joined by founder and CEO of The Marketing Academy, Sherilyn Shackell. The Marketing Academy is a non-profit organization supporting those in the field of marketing, media, and advertisement. Its purpose is to develop the talents of the next generation of CMOs and marketing leaders. In this episode, Andy and Sherilyn discuss her journey in founding The Marketing Academy, the importance of collaboration and boardroom language for CMOs, the learning model for The Marketing Academy, and more!
Paco Underhill on the Importance of Observing and Understanding the Customer Experience
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!
Larry Thomas on Customer Centrism Starting with the Human
Is focusing on the employee experience a precursor to focusing on the customer experience What are “need states”? What are some challenges to making a company more customer centric?
Larry Thomas, managing director and North America lead of Accenture’s Customer Insight and Growth Practice sits down with host Andy Murray to discuss his answers and insights to these questions and more in Episode 5 of the “It’s a Customer’s World” podcast.
Larry has a lot of experience in consumer goods and retail and spent several years working in strategy before his interest turned toward customer centrism. This interest led him to his current role and aligns with the trend toward customer centrism that put Accenture — his employer of about 20 years — on the map. Getting into more detail about what organizations should do to adopt this trend, Larry shares about the need to “start with the human,” the value of focusing on need states, and the challenges businesses face — especially with regard to data.
Wendy Liebmann on Following the Shopper to the Future
How have customer’s browsing behaviors changed? How can you include emotional touchpoints and create an efficient in-store experience? What does the future of sustainability in packaging look like?
Wendy Liebmann, founder and CEO of WSL Strategic Retail, sits down with host Andy Murray to discuss her answers and insights to these questions and more in Episode 4 of the “It’s a Customer’s World” podcast.
WSL is a global consultancy that helps clients across several industries anticipate and activate change through innovative shopper-led retail strategies. Wendy is known as an innovator of shopper insights, and her goal is to get executives out of their ivory towers to meet shoppers on the shopping floor. She publishes research in the “How America Shops” survey, has extensive global experience in marketing and retail research, and holds a degree in business and psychology from the University of South Wales. She is known for her unique combination of Australian earthiness, global retail vision, provocative viewpoints, and inspirational storytelling.