The Art and Science of Customer Jobs-to-be-done Research

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The Art and Science of Customer Jobs-to-be-done Research

Hosted by John Gusiff

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Go deeper with a course

Customer Jobs-to-be-Done Listening Skills

JOHN GUSIFF

What you'll learn

Why study Customer Progress (job theory)?

The critical importance of asking the right question - why did you 'hire' this product or service?

The Art: Empathetic Listening while Probing for Insights

Determining the struggling moment and finding the social and emotional energy propelling them. Probing for insights.

The Art: Storytelling and Customer Progress

Encouraging customers to share stories about their experiences, placing the focus on goal formation and pursuit.

The Science: Principles, Frameworks, and Methods

The core principles of job theory and the different frameworks and methodologies - The Wheel of Progress® framework.

The Science: Behavioral Science and Customer Engagement

The integration of behavioral science into the JTBD research method and how this informs customer engagement strategies.

Why this topic matters

Despite a growing awareness of job theory and customer JTBD (Jobs to be Done) principles and methods, many still fail to grasp both the art and science behind its application. Moreover, they often overlook how these concepts can offer the entire organization (marketing, sales, product, service & support, customer success) a new perspective 'way of seeing' or shared understanding of' the customer.

You'll learn from

John Gusiff

Managing Partner, 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.

Previously at