The jobs to be done theory presents a way of understanding customer needs and preferences by focusing on the specific tasks or “jobs” that customers are hiring your product or service to do.
It helps businesses to identify the functional, social, and emotional needs that customers are trying to fulfil when they use a product or service, and to understand how these needs change over time.
By using the jobs-to-be-done theory, businesses can gain a deeper understanding of their customers and can use that information to design products or services that better meet the needs and preferences of their target market. Also, it helps businesses to improve customer satisfaction and loyalty, and to create products or services that are more competitive in the market.
Let’s understand in brief how jobs to be done theory is used by businesses, and what challenges it brings which leads to mistakes in the process.
How JTBD Theory Is Used?
To use the JTBD theory, businesses typically gather and analyse customer feedback, including both qualitative and quantitative data, to identify the specific tasks or “jobs” that customers are hiring their product or service to do. This information is then used to inform product design and development, marketing and sales strategies, and customer service efforts.
Overall, the jobs-to-be-done theory is a powerful tool for helping businesses to better understand their customers and to create products or services that meet their needs more effectively.
But, you also need to be cautious about certain mistakes which businesses often commit while implementing jobs-to-be-done theory.
Most Common JTBD Implementation Mistakes
Not gathering enough customer feedback
It’s important to gather a wide range of customer feedback in order to get a complete understanding of the “jobs” that customers are hiring your product or service to do. Make sure to gather feedback from a diverse group of customers, including both satisfied and dissatisfied customers.
Not analysing customer feedback carefully
Simply collecting customer feedback is not enough. You need to carefully analyse the feedback to identify common themes and patterns, and to understand the specific needs and preferences of your customers.
Focusing too much on current customers
While it’s important to listen to the feedback of your current customers, it’s also important to consider the needs of potential customers. Make sure to gather feedback from a diverse group of people, including those who are not currently using your product or service.
You can expand your delivery channels through social media, sales team, regions etc., which can prove profitable in a short period of time.
Not acting on customer feedback
Once you have gathered and deciphered customer feedback data, it’s important to take action on that feedback. This might involve making changes to your product or service, or adjusting your marketing or sales strategies. It will also hurt your business revenue figures in the long run, and increase bounce rate for online channels. You need to be careful to maintain the length of the customer’s waiting time as short as possible, and increase the ratings of your customer service.
Not following up with customers
It’s important to follow up with customers after making changes based on their feedback. This will help you understand whether the changes you made have been effective in meeting the needs and preferences of your customers.
Ignoring negative feedback
It can be tempting to ignore negative feedback, but it’s important to take all feedback seriously. Negative feedback can be especially valuable, as it can help you identify problems with your product or service that you might not have been aware of.
Failing to communicate with customers
Make sure to communicate with customers regularly and transparently. This can help you build trust and establish a good relationship with your customers. Many businesses don’t think about their customers touching their product or services through different channels like social media, offline stores, etc. All the channels require different approaches to handle customer queries and issues, as their problems also vary with the channels.
Ignoring the right team for collaboration
It’s important to involve the right people in the “jobs to be done” process, including product and marketing teams, salespeople, and customer service representatives. Simply developing the product for particular customer jobs won’t make it successful. You need to work on all the processes of the product cycle effectively, with the required attention to details and customer feedback.
Not setting clear goals
Make sure to set clear goals for the “jobs to be done” process, and track your progress towards achieving those goals. For example, if you’re working on a customer job which is related to solving the long hours sitting problem of corporate employees, and you discover many other problems in the process. Switching to other customer jobs as main jobs to be done can derail your product development and marketing efforts.
Not being consistent
It’s important to be consistent in your approach of collecting and assembling the customer feedback data. Make sure to regularly gather feedback and follow up on the results of the “jobs to be done” process.
With the above mentioned mistakes that happen commonly in jobs-to-be-done concept implementation and understanding. You need to make sure that your product is developed around the customer’s needs and expectations, which your product can serve the best.
Also, you need to keep visiting your goals and keep consistency in developing your product cycle with the JTBD concepts properly.