JTBD: How To Identify Unmet Customer Needs | Jobs To Be Done | thrv

0:00 [Music] welcome to the Thrive lesson on how to identify your customers unmet needs jobs theory shows that your customers are actually not buying your product they are hiring your product to get a job done like get to a destination on time your customers job is a goal they need to achieve independent of your product as we saw in the previous lesson a customer need is an action a customer must take using a variable to get a job step done since customer needs have an action in a variable you can measure the speed of the action and the accuracy of the variable as a result a customer need

0:47 is unmet if the current products are slow and or inaccurate this is another important jobs theory concept to remember let's look at an example with Apple and Google Maps the job of getting to a destination on time includes these twelve steps and each step like the step of planning the stops has actions and variables that define the customer needs in the job this customer need has an action and a variable so we can measure the speed and accuracy of satisfying this need with Google and Apple maps for example if a consumer were to determine

1:33 the optimal sequence of planned stops using Apple or Google Maps how would he do it he would have to enter destination a to be calculate the route and time enter destination a to C calculate the route and time and re plan if going from A to C first was faster then repeat this manual process for every possible combination of stops in his day if he tried to do this with multiple stops in a busy day it would be slow and in accurate so his speed is slow and his accuracy is low if he could even successfully determine the optimal

2:19 sequence at all you can survey your customers to determine how they perceive the speed and accuracy of current competitive products in your market in your survey ask your customers how much effort it takes to satisfy the needs customer effort surveys have been proven to be more predictive of customer purchasing which makes sense because your goal is to help your customers get their job done as fast and accurately as possible in other words with the least amount of customer effort to measure customer effort you ask customers how difficult it is to get the job done the percentage of customers who say it is

3:07 difficult is the customer effort score for example if 86% of customers say it is difficult or very difficult to determine the optimal sequence to make plan stops then we know this is an unmet customer need with the survey results we now know customers perceive this level of speed and accuracy to be a struggle we know why this need is unmet because it is too much effort for customers to determine the optimal sequence in their busy days in other words customers that struggle to get the job done have unmet needs these are the people who are much

3:54 more likely to buy your product if your roadmap helps them get their job done faster and more accurately with your survey results you can prioritize your customers needs to make sure that your product roadmap is focused on the most unmet customer needs in your market you can think of customer effort scores as the probability that a customer buys what you are building in your product roadmap throughout history new products that were faster and more accurate have always replaced slower and less accurate products this is why jobs to be done innovation methods work they show you

4:40 where to focus your product roadmap to be faster and more accurate than your competitors unmet needs are critical to building a feature thesis for your product roadmap it starts with defining your customer and their job to be done and then identifying the job step and unmet need you will target in the next lesson you will learn how to generate and prioritize feature ideas for your product roadmap we hope you will share and like this video on YouTube visit us at thr v.com to get your free how-to guides and try our jobs to be done software for free [Music] you