Customer Jobs-to-be-Done Listening Skills

4.7

(10 ratings)

·

9 Days

·

Cohort-based Course

Learn how to conduct jobs-to-be-done interviews using The Wheel of Progress® and identify behavioral-based barriers to progress.

Citi.com
Tripadvisor
TransAlta
Canada Goose
Honda

Course overview

JTBD + BeSci for more insightful Customer Interviews

JTBD + BeSci is a powerful combination! They work together like Peanut Butter & Jelly, Mac & Cheese, Hot Cocoa & Marshmallows.


I've been teaching my clients how to leverage customer jobs-to-be-done based insights research for just under a decade. It's a powerful approach to leverage when focused on customer development or product discovery.


Just recently I discovered the power of integrating applied behavioral science leveraging the makeit toolkit into this approach and want to share what I've learned with anyone who wants to create better experiences for customers. Helping them overcome barriers to progress as they accomplish their jobs-to-be-done.


My clients have included: American Honda, Canada Goose, Citibank, ecobee, G Adventures, Gympass, Humana, lululemon athletica, Modesens, Porch, Royal Ambulance, Shaklee, and TransAlta.

To go beyond simply understanding jobs-to-be-done principles to building the necessary skillsets to apply it in your organization.

01

A Startup Founder who wants to shorten the path to product-market fit.

02

The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.

03

A Product Owner who wants to prioritize and fall in love with the problem prior to thinking about the solution.

04

The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.

05

The Product Trio (PM, UX, Tech) who want to learn how to improve the customer interview process as a team (multiple perspectives).

What you’ll get out of this course

An Introduction to Job Theory and Customer Progress

Learn about different perspectives related to job theory and how to best apply it given your industry, company, product or service offering, and your role or function within the organization.

An in-depth review of The Wheel of Progress® Framework

A deep dive into The Wheel of Progress® framework covering the cycle of customer progress from first thought, passively looking, actively looking, deciding, hiring/firing, consuming, and continuous use.

Hands-on Practice developing jobs-to-be-done listening skills

Either as an individual or a team (product trio), learn and actually practice how to conduct more effective customer jobs-to-be-done interviews leveraging The Wheel of Progress® listening framework. How to listen for and capture the twelve (12) elements of customer progress.

How to leverage Applied Behavioral Science alongside JTBD-based Methods

Learn about the five laws of behavioral science. Get an introduction to eighteen (18) unique behavioral science informed barriers to customer progress related to motivation, ability, and prompt.

Become more Customer Focused in whatever Role you perform within the Organization

Seeing and understanding your customers through the lens of jobs-to-be-done and applied behavioral science will make you a better founder, marketer, product manager, designer, researcher, and/or customer advocate.

This course includes

3 interactive live sessions

Lifetime access to course materials

2 in-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules
  • Post-Course

    Modules

    • Session Two: Customer Progress and BeSci Barriers & Constraints

    • Session One: The Wheel of Progress® and Listening Exercises

4.7

(10 ratings)

What students are saying

What my clients and partners say ...

        "We utilized the methods taught in this course to better understand our most important customers - their emotional connection to the brand and its' products. To better tailor our marketing messages and understand different loyalty drivers."
Jackie Poriadjian-Asch

Jackie Poriadjian-Asch

Former CMO, Canada Goose
        "Leveraging JTBD-based insights research helped us uncover the different motivations for adventure travel, why people choose (or not) G Adventure, along with the outcomes people are seeking to accomplish from dreaming about their trip to booking their tour to preparing for travel to the travel experience itself (along with sharing/remembering it)."
Lauren Mitchell

Lauren Mitchell

Former VP Customer Experience and Marketing, G Adventure Travel
        "The Four Forces Model taught in this course is like 'gold'. It helped us build a better understanding of homeowner motivations and switching behavior related to moving in, repairing, upgrading, maintaining or improving their home."
Kyle Sandburg

Kyle Sandburg

Former VP Strategy, Porch.com
         “Conducting jobs-to-be-done interviews across different luxury persona helped us uncover unmet needs related to finding inspiration, discovering new brands, shopping for an item, shopping for an outfit, finding good deals and getting the type of VIP experience they expect.“
 Molly Chapman

Molly Chapman

Former Head of Product, Modesens
        "We leveraged the jobs-to-be-done process to identify opportunities to improve our on-boarding experience, helping new Gympass members find the right plan, gym or studio for themselves along with getting started on their wellness journey.”
Minh Tran

Minh Tran

Senior Director of CX, Gympass
        “John has taught customer jobs-to-be-done based methods to clients across industries. He is skilled at both teaching and utilizing The Wheel of Progress® when conducting JTBD-based insights research.”
Eckhart Boehme

Eckhart Boehme

Creator of The Wheel of Progress® Framework
        “John brings expertise and understanding around how the concepts of customer jobs-to-be-done and applied behavioral science can be work together as part of Design Thinking methods.”
 Massimo Ingegno

Massimo Ingegno

Founder Make it Toolkit

Meet your instructor

JOHN GUSIFF

JOHN GUSIFF

John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.


He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.


He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.


Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

A pattern of wavy dots
Join an upcoming cohort

Customer Jobs-to-be-Done Listening Skills

Cohort 7

$297 USD

Dates

May 2—10, 2024

Payment Deadline

May 2, 2024
|

Bulk purchases

Three Sessions LIVE Cohort Classes

Three Sessions, 2 hours each
  • Three Sessions (Thursday 5/2), Tuesday (5/7) and Friday (5/10)

    Three Sessions 7 am to 9 am PST

    We'll be meeting LIVE as a cohort walking through specific topics each session, some group discussion, and a combination of individual and group exercises.

  • LIVE Cohort Sessions with eight different JTBD Listening Exercises

    All Sessions Recorded

    Session 1: Overview of The Wheel of Progress (Cycle of Customer Progress)


    Session 2: Customer Progress and BeSci Barriers & Constraints


    Session 3: Review and feedback on Assignments plus Additional JTBD Topics

  • Maven Community


    Leveraging the Maven community for posting announcements, reading materials, general discussion, and takeaways from the class

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a LIVE session?
I work full-time, what is the expected time commitment?
What’s the refund policy?
A pattern of wavy dots
Join an upcoming cohort

Customer Jobs-to-be-Done Listening Skills

Cohort 7

$297 USD

Dates

May 2—10, 2024

Payment Deadline

May 2, 2024
|

Bulk purchases

$297 USD

4.7

(10)

·

9 Days