The Customer-Centered Innovation Map

2. Ashish Bist
Nitu Baral
Rebina Karki

3. Job Mapping
People hire products &
services to get a job done
What must company do then?
Few companies use :
perspective: getting job done

4. Job Mapping……
Breaking down the job in to
different steps
Identify opportunity for
innovation.
Job mapping and process
mapping are different

5. Anatomy of a Customer Job
All jobs are process
All jobs have universal structure
Jobs are separate from solutions

6. All jobs are process
Beginning
Middle
End
Examples :

7. Value creation in a number of ways:
 Improving the execution of specific job
 Eliminating the need for particular input or output
 Removing an entire step
 Addressing an overlooked step
 Re-sequencing the steps
 Enabling steps in new locations or at different
times

8. All jobs have a universal structure
Defining what the job
requires
Identifying and locating needed
inputs
Preparing the
components and the
physical environment
Concluding the job
Monitoring the results
and the environment
Executing the task
Confirming that
everything is ready
Making modifications

9. Jobs are separate from solutions
• Already existing and developing
products and services
• What the competition is offering
Companies
mainly focus is
on:
• One of the solutions is creating
a new market space called blue
ocean
Every problem
has a solution

10. Example:

11. Creating a Job Map

12. 1. Define
• Determining the objective
• Assessing resources necessary
or available to complete job
• Planning the approach
• Selecting the resources
Consumer
• Help customers understand their
objectives
• Reduce the amount of planning
needed
• Simplify the resource-planning
process
Company
What aspects of getting the job done must the customer
define up front in order to proceed?

13. Example :

14. 2. Locate
CompanyCustomers
• Gather items and
information needed to
do the job
• Make required inputs
easier to gather and
ensure they are available
when and where needed
What inputs or items must the customer locate
to do the job?

15. Example :

16. 3. Prepare
Setting up and
organize
materials
Customer
Consider ways
to make setup
less difficult
Invent means
to automate
the preparation
process
Company
How must the customer prepare the inputs and
environment to do the job?

17. Example:
Bosch

18. 4. Confirm
Consumer
Verify that they
are ready to
perform the job.
Company
Give customers
information they
need to confirm
readiness
What does the customer need to verify before proceeding
with the job to ensure its successful execution?

19. Example :
Oracle’s Profit Logic merchandising
optimization software

21. 5. Execute
What must customers do to execute the job successfully?
Customers carry out the job
Problems:
paper jams on
printer, running out of
toner
Companies can find
innovative ways to
avoid problems
Solutions:
Automatically correct
problem
Real time feedback
Keep performance
consistent

22. Example :
Kimberly Clark Patient Warning System

23. Assess whether the job is
being successfully executed
Linking monitoring with
improved execution
6. Monitor
What does the customer need to monitor to ensure that the job is successfully
executed?

24. Example :
Nike + iPod sport kit

25. 7. Modify
Customer Company
Updates, adjustments &
maintenance
Offering ways: to get
execution on track
How might the customer need to alter for the job to be completed
successfully?

26. Example :

27. 8. Conclude
Customer Company
Finish the job or prepare to
repeat it
Design products that
simplify the process of
concluding
What must the customer do to finish the job? do to finish the job?

28. Example :
3 M’s Coban Self-Adherent Wrap

29. Troubleshooting
Customers:
face lots of
problems
Company:
Quick
resolution
Troubleshoot
What problems must the customer troubleshoot and resolve in
the course of performing the job?

30. Example :

31. Conclusion
• Product leadership
• Operational excellence
• Customer intimacy