🎙️ In Episode 2, Mikhail speaks with James McGhee, Director of Operations at FOOTASYLUM, about how they combine empathy, data, and operational excellence to deliver personalized experiences at scale.
“The experience you’re trying to provide isn’t always the one the customer receives. You have to meet them where they are — even if that means saving a butchered pig from a freezer failure.”
— James McGhee, Footasylum
🔑 Key Takeaways from the Episode
1. Meet Customers Where They Are
James shares a defining moment early in his career at AO that shaped his customer-first philosophy: a customer bought a freezer to store a butchered pig on a narrowboat — but it failed in the cold environment. This taught him that success isn’t about delivering the product — it’s about understanding the customer’s real use case and educating them to avoid failure.
James recounts the story of a customer who lost a year’s supply of pork because the freezer wasn’t rated for cold conditions — and how that led to operational changes and a mindset shift about what “customer experience” really means.
2. Personalization Wins, Even Post-Purchase
Footasylum excels at tailoring the customer journey — not just at the point of sale, but throughout delivery and beyond. For example, they train agents to uncover why each purchase matters (is it for a long-awaited date or just another pair of trainers?) and respond accordingly. That level of empathy drives loyalty and sets them apart in a competitive market.
James explains how understanding the why behind each purchase enables the team to personalize resolutions and exceed expectations.
3. Data and Feedback Are Power — Especially With Vendors
When Footasylum noticed delivery delays despite carriers reporting “green” metrics, they turned to customer feedback to uncover hidden failures. Armed with evidence, they pushed carriers to fix operational gaps and improve service.
James details how they used Chattermill feedback to identify and escalate a carrier bottleneck that was hurting Trustpilot scores and customer satisfaction.
đź’ˇ Why It Matters
From training frontline staff to listen for customer intent, to using operational data to hold partners accountable, Footasylum shows that customer experience happens at every level — and every handoff.
“If you say it’ll arrive tomorrow, the customer doesn’t care how — just make sure it does.”
🎧 Listen to How to Love Customer
If you're a CX, Product, or Customer Insights leader, this podcast is for you.
We bring you:
- Real stories (like the frozen pig!)
- Practical insights you can apply today
- Perspectives from some of the world’s most customer-obsessed brands
🎙️ Episode 2 is live now. Don’t miss it.
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