Understanding Customer Progress utilizing Jobs-to-be-done Theory

*This is a virtual event

Customer jobs-to-be-done research provides a unique lens through which designers can understand and anticipate the needs, motivations, and behavior of their customers, leading to more innovative and user-centered solutions.

You’ll be introduced to The Wheel of Progress® framework for conducting jobs-to-be-done research. Learn about 12 unique elements of customer progress (e.g., events, forces and desires, solutions, constraints, customer jobs, pains, and gains). You’ll build an improved understanding of different customer job types (aspirational, functional, emotional, and social). Finally, you’ll learn about the concept of switching behavior (hiring something new and in the process firing the old way).

Agenda
6:30 pm – Networking
6:50 pm – Introduction
7:00 pm – Job Theory and The Wheel of Progress® Framework
7:15 pm – Customer Jobs-to-be-done
7:45 pm – Forces and Desire
8:15 pm – Shareouts, Q&A
8:30 pm – End of Workshop

About our presenter
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.

He teaches several courses on Customer JTBD research methods which can be found here: https://customercentricllc.com/courses