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Interview with Paco Underhill, Author of Why We Buy, Explains What Women Want!

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Blake Landau

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Paco Underhill knows what women want—and he is eager to share this information with Customer Management IQ. Underhill talked with Blake Landau about his newest book “What Women Want” to be released this June. The goal of the book is to help marketers, call center leaders and retailers identify the dollars left on the table as a result of an incomplete customer-strategy. What’s missing? The messages and accommodations for females! Underhill, author of the game changing retail book “Why We Buy: The Science of Shopping,” explains the landscape of the post-recession economy. Women and men both purchase lawn mowers. While there is a glass ceiling at the top of the employment ladder, if you take the typical 30 year old woman in NYC she is out-earning the 30 year old man by 30 percent. Did you know women take longer making buying decisions than men? In 2010 women under age 40 women are frantically multi-tasking—they are now primary bread earners. Women are focusing on how products impact the quality of their life. Some 70 percent of adult women are working outside the home. This new reality is shifting our consumer landscape—and marketing, sales and customer service need to be informed. In this podcast find out from Paco Underhill what you aren’t incorporating into your customer service strategy—whether it’s on the phone or in the store.

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