THE CX GOALKEEPER - Business Transformation, Customer Experience, and Leadership APPLYING JOBS TO BE DONE
Why You Can't-Miss This Episode
Discover the transformative power of the "Jobs to Be Done" framework with Eckhart Boehme, as he shares invaluable insights on customer behavior and strategy implementation.
About the Guest
Eckhart Boehme has more than 30 years of global experience in marketing, product management and skills development. Eckhart, an 18+ year Microsoft veteran, was last working as the Curriculum Architect for the Marketing Excellence Team at Microsoft HQ. Today, he is the founder and managing director of the boutique strategy consulting firm unipro solutions and an internationally recognized expert on Jobs to Be Done. Eckhart was the mastermind behind the Wheel of Progress® Canvas - a JTBD-based tool for structuring qualitative customer research. He is also the developer of the Customer Progress Design® method and is teaching classes about The Wheel of Progress at Rhein-Main University of Applied Sciences, Wiesbaden Business School and Michigan State University.
Relevant Links
https://www.linkedin.com/in/eckhartboehme/
https://www.unipro-solutions.com
Episode Summary
In this episode, Eckhart Boehme delves into the "Jobs to Be Done" framework, a revolutionary approach to understanding customer behavior by identifying the underlying purposes behind their actions. He explains how this methodology goes beyond traditional customer segmentation, offering a more profound understanding of customer needs and motivations. Eckhart shares his journey, from his industrial engineering background to his extensive work with Microsoft, and how he became passionate about Jobs to Be Done.
Eckhart provides concrete examples, including his project with Frankfurt Airport, where the implementation of this framework led to significant strategic shifts and improved customer satisfaction. He emphasizes the importance of considering both functional and emotional jobs, highlighting how understanding these elements can lead to better product and service development. The discussion also covers the challenges organizations face when adopting this framework and how to overcome them, ensuring that companies can effectively leverage Jobs to Be Done to drive innovation and customer satisfaction.
Top 3 Key Learnings
- Understanding Customer Purpose: The Jobs to Be Done framework helps uncover the true reasons behind customer behaviors, leading to more targeted and effective solutions.
- Holistic Customer Segmentation: Moving beyond demographics and traditional segmentation, this approach considers functional, emotional, and social aspects of customer jobs.
- Strategic Alignment: Implementing Jobs to Be Done can align organizational efforts across marketing, sales, and development, enhancing overall customer experience and business outcomes.
Chapters
00:00 Introduction
01:30 About Eckhart Boehme
04:42 Jobs to Be Done Framework Explained
11:23 Case Study: Frankfurt Airport
17:24 Measuring Success in Jobs to Be Done
20:06 Overcoming Challenges in Adoption
27:54 Relevance to Customer Experience
29:31 Future of Customer Experience
30:39 Golden Nugget
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