While a B2C company may find this to be a simple exercise, many B2B companies struggle. Through our consulting work we have conducted exhaustive research; we have concluded that the types of customers a company serves are best grouped into three categories:. A toothbrush manufacturer will discover that the consumer typically plays all three roles; the consumer is the product user, the supporter of the product throughout its lifecycle, and the buyer.
This situation is common in B2C markets. Conversely, if your company manufactures surgical medical instruments, then the surgeon is the job executor.
The product lifecycle support team may consist of nurses, bio-meds and others and the buyer is typically a buying group in hospital administration. This type of complexity is common in B2B companies. While many possibilities exist, the customer types fall nicely into these 3 categories, as can be seen in Figure 1. They form the basis for the Jobs-to-be-Done Needs Framework.
This categorization is meaningful as each customer type has a different set of needs. The Jobs-to-be-Done Needs Framework reveals the 5 types of jobs that the job executor, the product lifecycle support team and the buyer are trying to get done.
The job executor is trying to get 3 distinct jobs done:. The core functional job: This is defined as the underlying process the job executor is trying to get done in a given situation. It is the focal point around which a market is defined and the reason a market exists.
The goal of any product is to help get a core functional job done better and more cheaply than competing solutions. Related jobs: These are additional functional jobs the job executor is trying to get done either before, during or following the execution of the core job.
With an understanding of these related jobs, and which, if any, are underserved, a company can devise solutions that help its customers get multiple jobs done, making its product more valuable. Emotional jobs: These are statements that describe the way the job executor wants to be perceived or feel when executing the core functional job. Social jobs are included in this categorization. These inputs are valuable when it comes to creating a value proposition that incorporates both functional and emotional components, which strongly connect with customers.
Consumption chain jobs: The product lifecycle support team is trying to execute a number of jobs throughout the product lifecycle. These jobs include product installation, set up, and storing, transporting, maintaining, repairing, cleaning, upgrading, and disposing of the product — all impacting the customer experience.
ODI helped us understand a new space and identify the underserved needs so we could enter a new market in a differentiated manner. A must read: available at Amazon. This website uses cookies. If you continue to browse this site, you are agreeing to our use of cookies. To learn more about the cookies we use, please view our Cookie Policy.
You can disable cookies at any time within your browser settings. Get Your Jobs-to-be-Done Book. Free copy PDF version. Free for educators Include the book in your curriculum - free PDF version for you and your students.
About the Book and Author. This jobs-to-be-done book reveals: Why companies fail at innovation and how to avoid the two most critical mistakes that companies make. How to employ the Jobs-to-be-Done Theory Needs Framework to categorize, define, capture, organize and prioritize customer needs. The Jobs-to-be-Done Growth Strategy Matrix —a tool that fills in the holes in disruptive innovation theory, and other innovation theories, by examining them through a Jobs lens. Well, to answer your question: pretty much everything.
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