It's a Customer's World with Andy Murray

As the conversation gets underway, Andy and Rishad tackle the term “customer” itself. Rishad encourages leaders to not have a customer-first mentality, but rather a people-first mentality. Explaining when you focus on the customer aspects, you miss the human behind the consumer, and you miss your employees. When you shift your focus this way, you begin to deduce what people actually want and can provide it more efficiently. Andy then asks Rishad how he has seen the CMO role change recently, and Rishad discusses both pre- and during-COVID differences. He also dives into how he envisions a post-COVID future and urges leaders to stop thinking about a “new normal,” rather consider that life and business moving forward will be a “new strange.”

As the episode ends, Rishad shares his advice for students who are interested in pursuing a career in customer experience or marketing.

Key Takeaways:

0:41 - Introducing Rishad Tobaccowala

2:26 - Describing customer-centric leadership

5:43 - The importance of thinking about employees first

7:03 - How to figure out what people want

11:43 - The changes that are taking place at the CMO level

17:23 - Marrying data and vision

22:35 -  COVID-19 and the future

28:30 - Rishad’s advice to students interested in customer experience and marketing

Links:

Learn more about Rishad Tobaccowala and read his book, Restoring the Soul of Business.

Learn more about Rishad’s newsletter.

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.

The conversation begins with Sherilyn sharing how her love for marketing and developing talent led to the creation of The Marketing Academy. Not only was her own passion a driving force behind The Marketing Academy, but many other companies and networks also supported her vision and helped sponsor her work. Her network had its own desire to invest in the future and make a difference. Sherilyn and Andy also take some time to share their thoughts on the importance of CMOs learning boardroom language and collaborating with other functions of the business. They explain how CMOs must embrace their influence and recognize their ability to impact the business culture. The conversation begins to move toward the learning model of The Marketing Academy, and Sherilyn points out how 2020 has brought many changes to the model. In connection with questions provided by Professor Molly Rapert, Sherilyn and Andy speak about balancing art and science in marketing, along with the importance of following important influencers, building connections with them, and gaining knowledge through experience. She concludes by sharing her hopes for the future generation of marketers in their ability to thrive and be creative.

Key Takeaways:

0:41- Introducing Sherilyn Shackell and The Marketing Academy

2:05- How Sherilyn maintains her enthusiasm in her job

3:53- Why Sherilyn launched TheMarketing Academy

10:25- How Sherilyn was able to have big companies and networks sponsor her work

14:16- How to narrow the gap between marketing and the board

19:07- The importance CMOs have in impacting and influencing culture

26:13- The Marketing Academy’s learning model and how it has changed during 2020

32:27- The demand for learning 

38:48- Sherilyn answers some questions from students

46:52- Sherilyn’s hopes for the future 

Links:

Learn more about Marketing Academy.

Follow Sherilyn Shackell on LinkedIn.

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.

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.

Continuing in the conversation, Andy and Larry turn to the topic of agility, and Larry describes the role and challenges of becoming agile, the related need for speed, and the role of creativity. He also explains the interconnection between customer experience and employee experience, before Andy shares questions for Larry from some Walton College students. Larry fields questions about data privacy, the new focus on meeting customer needs, the “decade of the home,” and Accenture’s practice of hiring college students. Finally, he offers advice to graduating college students to give them hope as they look to begin their careers.     

Key Takeaways:

0:42 - Andy introduces his guest, Larry Thomas

1:51 - Discussing Larry’s job and professional journey

3:09 - Customer centricism’s impact on Accenture

6:42 - Introducing the concept of “need states”

7:16 - Challenges to making a company more customer centric

9:44 - Today’s data and how to think about it

13:21 - Agility and moving toward digital shopping

16:56 - Introducing the topic of creativity

19:10 - Employee experience as a precursor for the customer experience

24:18 - Questions from students — starting with one on privacy concerns

26:53 - The push to meet customer needs

29:14 - Discussing the “decade of the home”

34:45 - Accenture’s hiring

37:09 - Larry’s advice for graduating seniors

Links:

Learn more about Larry Thomas.

Learn more about Accenture.

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.

As the conversation begins, Wendy talks about the current retail space, especially in light of the COVID-19 pandemic. The pandemic has seen a number of shifts in the retail space, though many of these shifts had started far before the onset of COVID-19. Wendy considers what is to come next, explores questions raised by the move to e-commerce, and considers both a decrease in browsing behavior and the need to change the in-store experience. Further, Wendy and Andy discuss technology changes COVID-19 has advanced, as well as issues surrounding sustainability and packaging.  Looking toward the future, Wendy pushes for a top-down approach, understanding shoppers’ lives, and capitalizing on emotional touchpoints. Finally, Wendy offers advice to students and people entering the field.

Key Takeaways:

0:44 - Andy introduces his guest, Wendy Leibmann

2:14 - Wendy’s life in recent years

5:01 - What she expects to see in the future

8:50 - Wendy and Andy discuss a decrease in browsing behavior

13:50 - Retailers need to change the in-store experience

17:25 - The shift to e-commerce

23:01 - COVID-19 has seen advances in technologies

26:49 - Wendy and Andy talk issues around sustainability, packaging, and mindset

31:34 - Effectively designing the future state

35:55 - Retailers should capitalize on emotional touchpoints

40:02 - Wendy’s advice for students and those just entering the field

Links:

Learn more about Wendy Leibmann and WSL Strategic Retail.

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, Walton College.

The conversation begins with Jeff detailing his excitement about the customer experience’s potential to drive growth. Through brand marketing, Jeff found that one way to strengthen a brand’s influence was to curate customer interactions. He and Andy discuss the skills and mindsets that companies should be adopting to deliver incredible customer experiences, and Jeff stresses the importance of marrying the art and science of understanding consumers. They also dissect the relationship between the customer experience and the employee experience. The conversation concludes as Jeff fields questions from Molly Rapert’s Walton College students and shares closing thoughts.

Key Takeaways:

0:43 - Introduction to Jeff Swearingen and the episode ahead

2:20 - Jeff describes when his excitement for customer experience began

3:36 - What new customer-centric skills and mindsets companies will need to adopt

8:58 - How Jeff balances dissatisfiers and creating new experiences

14:20 - communicating the importance of customer experience without a clear ROI

19:15 - The relationship between the employee and the customer experience

23:26 - COVID’s potential effects on marketing and what students can do to prepare

27:56 - Jeff’s favorite role with PepsiCo 

35:18 - The measure and definition of success and how it has changed

40:12 - Balancing your achievements and your true north as a leader

Links:

Learn more about Jeff Swearingen.

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, Walton College.

The conversation begins with lessons from Jim’s recent sabbatical before turning to the subject of client-focused business.  After considering the global nature of this client-centrality, the need for a total ecosystem, and shifts in shopper marketing, Andy and Jim look to the future.  Using the cardinal directions of the compass for guidance, Andy asks Jim to explain how he imagines the future will look.  As he covers the compass poles, Jim details what parts of the present business space he expects to see either maintained or left behind, how business finances and purpose will develop, the age of creativity to come, and his hope to see government and business foster stronger complementary roles.  The conversation concludes as Jim fields questions from Molly Rapert’s Walton College students and shares closing thoughts, and as Andy explains what’s next on the horizon for him.

Key Takeaways:

0:43 - Andy provides an introduction to Jim Stengel and the episode ahead.

2:27 - After greeting Jim, Andy jumps right into a question about Jim’s recent sabbatical.

4:32 - When did Jim realize that customer-centrism was a global idea?

7:12 - The conversation turns to building a total ecosystem. 

11:14 - Andy wants to tap into Jim’s sense of the future - using a compass as a guide.

12:08 - First, Andy and Dan look West: What will we leave or take forward?

15:07 - Turning North, the two consider the subject of budget.

18:20 - The COVID-19 pandemic has seen a pivot to focus on purpose.

24:23 - Looking South, what are Andy’s thoughts on the possibility of a golden age of creativity?

28:45 - The East raises the question of hope.

31:13 - Andy asks Jim to field a few questions from college students.

39:19 - What are Jim’s last words to students, and what is Andy looking forward to?

Links:

Learn more about Jim Stengel.

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 Centered Leadership Initiative.

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

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.