ChatGPT-driven Customer JTBD Research using B2B Case Study

9 Days

·

Cohort-based Course

Learn customer JTBD principles & methods via an interactive B2B ChatGPT case study (30+ prompts) using The Wheel of Progress framework.

Course overview

Uncover the Dark Funnel of the B2B Buyers Journey using chatGPT

This course will teach you the core principles and methods behind customer jobs-to-be-done (JTBD) based research utilizing a B2B Case Study integrating over 30+ interactive ChatGPT prompting scripts making it both fun and interactive. We'll walk through The Wheel of Progress® framework, in a presentation format, teaching you about the cycle of customer progress, the twelve (12) elements of customer progress, and switching behavior. You'll walk away with the knowledge to apply what you've learned within your organization.

Who is this course for

01

The Product Marketer seeking to gain a better understanding of the Dark Funnel.

02

The Digital Marketer seeking to better understand the customer journey from first thought (struggling moment) to continuous use (habit).

03

The Content Marketer who wishes to better tailor their messaging in relation to customer desires and avoidances.

04

Anyone seeking to learn how to apply jobs-to-be-done research to drive better customer engagement and experience design.

What you’ll get out of this course

An introduction to customer JTBD principles and methods

You'll get an introduction to customer jobs-to-be-done principles and methods in relationship to brand, marketing, product and service experiences.

Overview of The Wheel of Progress® framework

An introduction to The Wheel of Progress® and the Cycle of Customer Progress first thought (struggling moment) to continuous use (habit formation).

The twelve (12) Elements of Customer Progress

You'll learn how to identify the twelve (12) elements of customer progress (customer jobs, pains, gains, events, solutions, constraints, desires, avoidances, pushes, pulls, habits, and anxieties).

Uncover the motivational forces and desires related to Switching Behavior

You’ll learn the specific ChatGPT prompting language (interactive exercises) to identify Forces and Desires (pushes, pulls, habits, anxieties, desires, avoidances) in relationship to 'switching behavior'.

Shed a light on the Dark Funnel

Uncover the dark funnel, the unseen and often untracked parts of a customer's buying journey, using 30+ ChatGPT prompt scripts, centered around a B2B Case Study.

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 1: Introduction to Customer JTBD using The Wheel of Progress® Framework

      You will get an introduction and overview to customer jobs-to-be-done leveraging The Wheel of Progress® framework:

      -> A Definition: Customer jobs-to-be-done

      -> The Struggling Moment, Circumstance, and Progress

      -> The Cycle of Customer Progress (First Thought to Continuous Use)

      -> Solutions and Constraints

      -> Taught using LIVE interactive ChatGPT prompt scripting

    • Session 2: Uncovering the Twelve Elements of Customer Progress

      Uncovering the twelve (12) elements of customer progress utilizing ChatGPT prompting scripts (interactive exercises):

      -> Customer Jobs, Pains and Gains

      -> JTBD as a Process (a series of steps)

      -> Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)

      -> Taught using LIVE interactive ChatGPT prompt scripting

What people are saying

        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
        The Forces and Desires 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
        John has taught customer jobs-to-be-done based methods to clients across industries. He is skilled at both teaching and utilizing when conducting JTBD-based insights research.
Eckhart Boehme

Eckhart Boehme

Creator of The Wheel of Progress® framework

Meet your instructor

JOHN GUSIFF

JOHN GUSIFF

CX Strategist

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

ChatGPT-driven Customer JTBD Research using B2B Case Study

Cohort 2

$215 USD

Dates

Mar 26—Apr 3, 2024

Payment Deadline

Mar 23, 2024

|

Bulk purchases

Course schedule

Two Session - 2 hrs per Session
  • Tuesdays & Thursdays

    10 am to 12 pm PST

    1st Session: Overview of The Wheel of Progress® Framework


    2nd Session: The Twelve Elements of Progress and Switching Behavior

  • LIVE Cohort Sessions with Interactive ChatGPT Exercises

    All Session Recorded

    Live sessions held with the entire cohort enabling conversation and interaction during the course.


    Over 30+ ChatGPT prompt scripts around a tailored Case Study to help teach JTBD principles and methods.

  • 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

ChatGPT-driven Customer JTBD Research using B2B Case Study

Cohort 2

$215 USD

Dates

Mar 26—Apr 3, 2024

Payment Deadline

Mar 23, 2024

|

Bulk purchases

$215 USD

9 Days