Uncovering Customer Insights Using JTBD with Aggelos Mouzakitis
Better Done Than Perfect
Apply Jobs to Be Done in All User Interactions
The company had qualification data, cancellation data, cancellation survey data. The first thing that I did was the easy part. I checked their cancellation data. Why people say that they cancel? And what I saw there was a non-jobs-to-be-done driven cancellation survey asking face-value questions. When you ask your customers to whom they're switching at, what you will get back is numbers. Like 30% switch there, 20% switch there. What does that tell you? In some cases where your competitors are doing something very specific and they focus on one use case, you might be able to understand. But in most cases, you just get a vanity number there. What
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