Free Lesson
The Art and Science of Customer Jobs-to-be-done Research
45 min
Sep 25, 2024 12:00 PM
Virtual (Zoom)
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
Previously at
