JTBD & other ABCs of figuring How Might We improve CX effectively

Hey! Welcome?to Edition 6:

Our team just wrapped up one of those workshops where you wonder, where did all that time go?

In the latest turn of summery events, we explored what does CX innovation mean for a Sport Tourism brand look like.

Highlight of the workshop was diving deep into the "Jobs to Be Done" framework, a mental model that shifts our focus from what customers are buying to why they are buying it.

This approach emphasises understanding the underlying needs and motivations driving customer decisions.

In the spirit of this insightful framework, in this edition of HMW, I write about elevating customer experiences by focusing on the journey rather than just the destination.

Every consumer journey is unique, shaped by individual perceptions and predictable behavioural patterns that can be addressed through behavioral science.

The "Jobs to Be Done" Framework

The "Jobs to Be Done" (JTBD) framework, popularized by Clayton Christensen, revolves around the idea that customers "hire" products and services to get specific "jobs" done. This mental model goes beyond demographic data and customer personas to uncover the deeper, functional, social, and emotional jobs that drive purchasing decisions. By understanding these jobs, businesses can design better products and services that align more closely with customer needs.

Key Elements of the JTBD Framework:

• Functional Jobs: These are the practical tasks that customers aim to accomplish with a product or service. For example, someone hires a drill to make a hole in the wall.
• Emotional Jobs: These address how customers want to feel or avoid feeling. For instance, buying luxury goods to feel successful or admired.
• Social Jobs: These pertain to the way customers want to be perceived by others. For example, using eco-friendly products to be seen as environmentally conscious.

Applying JTBD to Enhance CX:

1. Identify Customer Jobs: Conduct in-depth interviews and observations to understand the specific jobs customers are trying to accomplish. Look beyond surface-level needs to uncover underlying motivations and desired outcomes.
2. Align Touchpoints with Jobs: Map out the customer journey and ensure each touchpoint effectively supports the identified jobs. For instance, if a job is to save time, streamline processes to minimize waiting and effort.
3. Innovate Around Jobs: Use insights from the JTBD framework to innovate and develop new features or services that better fulfill customer jobs. For example, a fitness app might introduce personalized workout plans to address the job of staying motivated and achieving fitness goals.

7 Strategies to Enhance CX Using Behavioral Science

1. Breaking Down Customer Interactions

Customer journeys are composed of various touchpoints where organizations engage with customers. Identifying these touchpoints through customer personas helps us understand different decision-making processes. For instance, pre-purchase social media ads, in-store consultations, and post-purchase follow-ups all play critical roles in shaping the overall experience.

2. Simplifying the Customer Experience

Our brains can easily become overwhelmed by excessive information and choices. Simplifying communications and presenting options clearly can help customers make decisions quickly and efficiently. For example, an QSR that offers a streamlined menu with clear categories and minimal options can create a more enjoyable take away experience.

3. Enhancing Customer Autonomy

Customers desire a sense of control over their journey. Offering choices and real-time updates, such as allowing customers to customize their orders or track delivery status, can significantly enhance this feeling of autonomy. It’s about empowering customers to feel confident and in charge of their decisions.

4. Anticipating Common Errors

Humans are prone to making mistakes, so designing systems that anticipate and mitigate these errors is crucial. For example, an online form that highlights incomplete fields before submission ensures a smoother user experience. Addressing potential errors proactively builds trust and reliability.

5. Encouraging Customer Participation

Effort from both the organization and the customer enhances CX. Personalized touches and opportunities for customer involvement, like a DIY craft store offering kits with detailed instructions, foster a sense of ownership and competence. This not only increases satisfaction but also strengthens the emotional connection to the brand.

6. Adding Elements of Surprise and Delight

Creating fun and delightful experiences requires a mix of joy and surprise. Unique promotions and playful elements can add excitement to the customer journey. For instance, a coffee shop that offers a free pastry with every third purchase creates unexpected joy for its customers.

7. Balancing Positive and Negative Experiences

Grouping negative experiences together and spreading out positive ones can significantly improve CX. For example, a theme park that offers engaging activities during wait times for rides ensures that visitors have varied positive experiences, enhancing overall satisfaction.

Crafting Seamless Customer Journeys

The sequence of touchpoints matters. Creating positive peaks and ensuring strong endings leave lasting impressions. For example, a hotel that offers a complimentary late check-out and personalized farewell notes creates a pleasant final touchpoint, enhancing the overall experience.

Is the Effort Worthwhile?

Designing CX with behavioural science principles can yield significant returns, from higher brand recognition to increased customer loyalty. Simple interventions, like adding playful elements to encourage healthy choices, can drive substantial improvements in customer behaviour and satisfaction.

By focusing on these strategies, we can create customer experiences that are not only enjoyable but also strategically advantageous. Let’s continue to innovate and design journeys that delight our customers at every touchpoint.

Hope this was useful.

As always, open to ideas and fab collaborations.

Cheers,

Vaishnavi