Customer Jobs-to-be-Done Listening Skills

4.7

(10 ratings)

9 Days

Cohort-based Course

Leverage The Wheel of Progress® to learn advanced listening skills (JTBD + BeSci) for conducting customer JTBD research.

Customer Jobs-to-be-Done Listening Skills

4.7

(10 ratings)

9 Days

Cohort-based Course

Leverage The Wheel of Progress® to learn advanced listening skills (JTBD + BeSci) for conducting customer JTBD research.

Hosted by

JOHN GUSIFF

John Gusiff is the Managing Partner for Customer Centric Solutions LLC.

JOHN GUSIFF

John Gusiff is the Managing Partner for Customer Centric Solutions LLC.

Course overview

JTBD + BeSci for more insightful Customer Interviews

JTBD + BeSci is a powerful combination! They work together like Peanut Butter & Jelly, Mac & Cheese, Hot Cocoa & Marshmallows.

I've been teaching my clients how to leverage customer jobs-to-be-done based insights research for just under a decade. It's a powerful approach to leverage when focused on customer development or product discovery.

Just recently I discovered the power of integrating applied behavioral science leveraging the makeit toolkit into this approach and want to share what I've learned with anyone who wants to create better experiences for customers. Helping them overcome barriers to progress as they accomplish their jobs-to-be-done.

My clients have included: American Honda, Canada Goose, Citibank, ecobee, G Adventures, Gympass, Humana, lululemon athletica, Modesens, Porch, Royal Ambulance, Shaklee, and TransAlta.

To go beyond simply understanding jobs-to-be-done principles to building the necessary skillsets to apply it in your organization.

A Startup Founder who wants to shorten the path to product-market fit.

The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.

A Product Owner who wants to prioritize and fall in love with the problem prior to thinking about the solution.

A Startup Founder who wants to shorten the path to product-market fit.

The Marketer who wants to better tailor their messaging speaking to the core job-to-be-done, motivational forces, desires and avoidances.

A Product Owner who wants to prioritize and fall in love with the problem prior to thinking about the solution.

The Designer or Researcher who wants to better understand constraints or behavioral-based barriers to customer progress.

The Product Trio (PM, UX, Tech) who want to learn how to improve the customer interview process as a team (multiple perspectives).

What you’ll get out of this course

An Introduction to Job Theory and Customer Progress

Learn about different perspectives related to job theory and how to best apply it given your industry, company, product or service offering, and your role or function within the organization.

An in-depth review of The Wheel of Progress® Framework

A deep dive into The Wheel of Progress® framework covering the cycle of customer progress from first thought, passively looking, actively looking, deciding, hiring/firing, consuming, and continuous use.

Hands-on Practice developing jobs-to-be-done listening skills

Learn advanced jobs-to-be-done listening methods leveraging The Wheel of Progress® framework. How to listen for and capture the twelve (12) elements of customer progress.

How to leverage Applied Behavioral Science alongside JTBD-based Methods

Learn about the five laws of behavioral science. Get an introduction to eighteen (18) unique behavioral science informed barriers to customer progress related to motivation, ability, and prompt.

Become more Customer Focused in whatever Role you perform within the Organization

Seeing and understanding your customers through the lens of jobs-to-be-done and applied behavioral science will make you a better founder, marketer, product manager, designer, researcher, and/or customer advocate.

This course includes

3 interactive live sessions

Lifetime access to course materials

2 in-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Expand all modules

Week 1
Aug 15—Aug 18
Week dates are set to instructor's time zone
Events
Aug
15
Session 1: Overview of The Wheel of Progress (Cycle of Customer Progress)
Session 1: Overview of The Wheel of Progress (Cycle of Customer Progress)
Thu, Aug 15, 7:00 PM - 9:00 PM UTC
Week 2
Aug 19—Aug 23
Week dates are set to instructor's time zone
Events
Aug
20
Session 2: Customer Progress and BeSci Barriers & Constraints
Session 2: Customer Progress and BeSci Barriers & Constraints
Tue, Aug 20, 7:00 PM - 9:00 PM UTC
Aug
23
Open Office Hours: Customer Progress and JTBD Listening
Open Office Hours: Customer Progress and JTBD Listening
Fri, Aug 23, 5:30 PM - 7:00 PM UTC
Post-Course
Modules
Session Two: Customer Progress and BeSci Barriers & Constraints
Session Two: Customer Progress and BeSci Barriers & Constraints
0 Lessons • 0 Projects
Session One: The Wheel of Progress® and Listening Exercises
Session One: The Wheel of Progress® and Listening Exercises
2 Lessons

4.7

(10 ratings)

What students are saying

What my clients and partners say ...

"We utilized the methods taught in this course to better understand our most important customers - their emotional connection to the brand and its' products. To better tailor our marketing messages and understand different loyalty drivers."

Jackie Poriadjian-Asch

Former CMO, Canada Goose

"Leveraging JTBD-based insights research helped us uncover the different motivations for adventure travel, why people choose (or not) G Adventure, along with the outcomes people are seeking to accomplish from dreaming about their trip to booking their tour to preparing for travel to the travel experience itself (along with sharing/remembering it)."

Lauren Mitchell

Former VP Customer Experience and Marketing, G Adventure Travel

"The Four Forces Model taught in this course is like 'gold'. It helped us build a better understanding of homeowner motivations and switching behavior related to moving in, repairing, upgrading, maintaining or improving their home."

Kyle Sandburg

Former VP Strategy, Porch.com

“Conducting jobs-to-be-done interviews across different luxury persona helped us uncover unmet needs related to finding inspiration, discovering new brands, shopping for an item, shopping for an outfit, finding good deals and getting the type of VIP experience they expect.“

Molly Chapman

Former Head of Product, Modesens

"We leveraged the jobs-to-be-done process to identify opportunities to improve our on-boarding experience, helping new Gympass members find the right plan, gym or studio for themselves along with getting started on their wellness journey.”

Minh Tran

Senior Director of CX, Gympass

“John has taught customer jobs-to-be-done based methods to clients across industries. He is skilled at both teaching and utilizing The Wheel of Progress® when conducting JTBD-based insights research.”

Eckhart Boehme

Creator of The Wheel of Progress® Framework

“John brings expertise and understanding around how the concepts of customer jobs-to-be-done and applied behavioral science can be work together as part of Design Thinking methods.”

Massimo Ingegno

Founder Make it Toolkit

Meet your instructor

JOHN GUSIFF

John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.

He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.

He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.

Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.

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