Jobs to be done template

What is the Jobs to be done framework?

The Jobs to be Done (JTBD) framework was developed in the 1990s by Harvard Business School professor Clayton Christensen. It focuses on the functional, social, and emotional jobs customers 'hire' a product or service to fulfill.

For instance, when downloading a grocery app, the job to be done might be, “I want to cater for a birthday party” or it may be, “I want to reduce my errands on a weekly basis.” These two jobs require different messaging from the marketing point of view. One is likely a one-off customer. Another is someone who’s likely to come back, IF your app can prove to be superior to your competitors’.

The only way to gather this data is to talk to individual customers and find out how and why they’re using your product.

JTBD fills in the gaps in customer psychology that pure analytics can’t deliver. Instead of focusing on what a persona in a certain demographic might do, its insights are based on what customers have done. Marketers can then gain a more holistic view of the buyer journey.

How to use a JTBD template to level up your marketing personalization

Marketing can’t be done from the inside out—it has to come from real-world examples and use cases. In TheyDo, you can design your marketing journeys with your customers at the center.

Keeping all of your customer’s jobs in one place helps marketers:

• Create a more complete vision of the customer journey, from awareness to purchase

• Gather insights and quotes from real customers

• Tailor marketing messaging to specific jobs, as opposed to demographic and other static data

• Record ideas, collaborate, and execute on complex campaigns

• Track success of marketing campaigns based on the individual and overall customer experience

• Scale marketing efforts from siloed campaigns to an integrated system linked to multiple desired outcomes

This customer-centric approach will ultimately make your marketing messaging sharper, your customer relationships stronger, and your campaigns more effective.

Jobs to be done in TheyDo

By applying the JTBD framework to the marketing funnel, marketers and service designers can identify customer motivations and needs at various points in the buyer journey. They can then tailor marketing, sales and support messaging to assist customers reach their goals.

In TheyDo, you can place certain jobs at specific points in the funnel, for multiple customer personas. The Jobs to be done template includes:

• A table that breaks down the customer journey into phases and action steps

• Customizable profiles for your personas

• Linkable cards to record customer quotes and tie them to funnel stages and goals

• Graph-based representation of the customer experience at different points in the journey, ranked on a scale from -2 to 2

• Dedicated space to identify customer needs, marketing opportunities, and proposed solution

Who is this template for?

• Marketing leaders (CMO, VP, Managers)

• Service designers

• CX leaders

• UX leaders