The Ticket: Discover the Future of Customer Service, Support, and Experience, with Intercom Bob Moesta on unpacking customer motivations
May 17, 2018
Bob Moesta, President and CEO of The Re-Wired Group, is a pioneer of the Jobs-to-be-Done framework, having shaped over 3,500 products. He discusses uncovering customer motivations and the importance of effective interviews to reveal true needs. The conversation emphasizes redefining sales as a science, addressing the disconnect between customer needs and company offerings, and advancing marketing strategies based on deep customer insights. Moesta highlights how aligning company messaging with real consumer problems can greatly enhance customer experiences.
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Customers Buy To Make Progress
- People buy products to make progress in their lives, not randomly.
- Jobs to be Done unpacks the causal mechanisms behind a customer's decision to buy.
Combine Interviews with Analytics
- Start understanding customer motivations with qualitative interviews, not just data.
- Use interviews to reveal the difference between what customers say and what they actually do.
Real Reasons Hide Behind Stories
- A gentleman bought a Google phone instead of an iPhone because he needed to build an Android app.
- The stated reason (disliking the notch) was just a convenient lie, not the real cause.