Jobs to be Done Methodology: Maximizing customer value

Are you facing challenges in connecting with your customers and differentiating your products in a saturated market? Is your marketing strategy not delivering the expected results? Do you feel that your product developments fail to capture the essence of what your customers are really looking for? The Jobs to be Done (JTBD) methodology not only provides a framework for understanding and meeting customer needs in a deep way, but also adapts to various styles of industries and market segments. Discover how JTBD can transform your approach and guide you to customized solutions that your customers will value and be willing to pay for.

What are the “Jobs” in the JTBD Methodology?

In the JTBD methodology, a “job” refers to the fundamental task or problem that a customer needs to solve when buying and using a product or service. A “job” is not simply a physical action or task; it represents the underlying need or desire that drives the customer’s purchase decision. This approach focuses on the progress the customer seeks to make in a particular situation, beyond specific product features or functions.

Examples of Jobs:.

1. Functional Job: When a customer buys a drill, the functional job might be “hang a picture on the wall.” This is the concrete, tangible job that the customer needs to complete.
2. Social Job: If a teenager buys a specific brand of sneakers, the social job might be “feeling accepted by his friends” or “expressing his personal identity.”
3. Emotional Job: When someone buys life insurance, the emotional job might be “feeling confident that their family will be financially protected in case something happens to them.”

Methods to identify jobs in the JTBD methodology

Remember that a “job” refers to the specific task or need that the customer seeks to solve by purchasing and using a product or service.

1. Qualitative research:

• In-depth interviews: Talk directly with customers to understand their experiences, motivations and frustrations. These interviews can reveal details about the “jobs” customers are trying to complete and why certain current solutions are not effective.
• Focus Groups: Bring groups of customers together to discuss their needs and preferences. This method can be especially useful for identifying social-emotional jobs and how products affect social interaction.

2. Quantitative research:

• Surveys: Distribute questionnaires that include questions about how customers use current products, what features they value most, and what they find lacking in current solutions.
• Behavioral data analysis: Use data collected from websites, mobile apps, or smart products to analyze how users interact with products. Patterns in this data can indicate which “jobs” are most important to customers.

3. Database analysis:.

• Data mining: Explore large databases to discover buying or usage patterns that may indicate different “jobs” that customers are trying to complete. For example, if a database shows that a certain type of coffee maker sells more at specific times or in certain seasons, this could indicate a job related to seasonal events or needs.
• Customer segmentation analysis: Use segmentation techniques to group customers according to their buying and usage behaviors, which can help identify different jobs within each segment.

4. Review of comments and feedback:.

• Reviews analysis: Reviewing customer comments and reviews on online platforms can provide insights into which aspects of a product are most appreciated or which cause problems, which can be directly related to the “jobs” that products perform or fail to perform.

5. Benchmarking and Competitive analysis:.

• Competitive research: Looking at how similar products are being positioned and sold by competitors can also indicate what “jobs” are important to the overall market.

Each of these methods can provide valuable information about the jobs your customers need to complete. By combining multiple methods, you can get a more complete and accurate picture, allowing you to design products and services that truly meet your customers’ needs.

Now that you know how to identify the jobs, let’s give an example of what it would look like for a customer who owns a coffee maker company:

1. Functional Jobs: These jobs relate to the specific tasks that the product must perform effectively.

• Quickly brew coffee in the morning: Customers need a coffee maker that brews coffee quickly to fit into their busy morning routines.
• Program the brewer to be ready at a specific time: Allow the customer to set the time when the coffee will be ready, without the need for manual intervention.
• Keep coffee hot for prolonged periods: The coffee maker should have the capacity to keep coffee at an ideal temperature without the need for reheating.
• Prepare multiple types of coffee: Ability to make espressos, cappuccinos and other types of coffee with a single appliance.

2. Emotional Jobs: These jobs focus on how the product affects the user’s feelings or emotional state.

• Feeling pleasure and comfort when enjoying a quality coffee every morning: The customer is looking for a pleasant and comforting experience when starting their day.
• Sharing coffee with friends or family, improving social relations: The coffee maker should facilitate the preparation of several cups of coffee simultaneously for social occasions.
• Pride of owning an elegant and modern coffee maker: The design and aesthetics of the coffee maker should be attractive and reflect the owner’s good taste.
• Feeling like an expert barista at home: The coffee maker allows the user to explore and customize their beverages as if they were a professional.

3. Consumer Jobs: These jobs refer to the overall experience of interacting with the product.

• Ease of cleaning of the coffee maker: Parts should be easy to disassemble and clean, ideally dishwasher safe.
• Aesthetic design that complements the kitchen décor: The coffee maker should be visually appealing and available in various colors or finishes to suit different kitchen styles.
• Intuitive and easy to use: Simple and clear user interfaces that any member of the family can operate without hassle.
• Durability and reliability: Customers are looking for a product that is durable and reliable, minimizing the need for repairs or replacements.

These expanded “jobs” provide a more detailed view of the expectations and needs of the coffee maker company’s customers. By designing and improving products that effectively address these jobs, the company can ensure that it delivers real value and differentiates itself in the marketplace.

Implementation

Once the jobs have been collected and categorized through the Jobs to be Done methodology, the company can proceed to create an optimal strategy based on them. This strategy should address how the products or services offered meet the identified jobs, ensuring that each solution is aligned with the real and deep needs of customers. Integrating this understanding into product development, marketing, and customer experience enables the company to improve the relevance and value of its offering, thereby increasing customer satisfaction and strengthening its position in the marketplace.

Conclusion

If you’ve made it this far, you’ve probably found the article on the Jobs to be Done methodology, a process that transforms the way a company understands and serves its customers, interesting. By focusing on the “jobs” that customers need to complete, companies can design more effective solutions and more targeted marketing strategies, resulting in better alignment with customer expectations and, ultimately, sustained business success. By the way, if you’re looking to get your first clients, you may find this article titled “How to Attract Your First Clients as a Marketing Agency” helpful. I invite you to take a look here.

Have you ever implemented the Jobs to be Done methodology in your company and what results have you observed? We’d love to hear more about your experience. Leave a comment below and share your stories or questions about how this methodology has impacted your business.