Sydney JTBD meetup - the 4 forces of progress
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1) The document discusses how to influence customer acquisition and retention by understanding the four forces that drive or stop customer progress: the pull of new solutions, the push of present solutions, anxiety around new solutions, and habit of present solutions. 2) It explains that customers switch to new solutions when the pull and push outweigh the anxiety and habit, and provides examples of product initiatives like pain relievers, gain creators, catalysers, and placebos to influence these forces. 3) The key takeaway is that grounding product initiatives in an understanding of the four forces helps link them to acquisition and churn, improving ROI.
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Sydney JTBD meetup - the 4 forces of progress
- 1. #jtbd @madeinlafrance @mcsaatchi @brainmates INFLUENCING PRODUCT ACQUISITION & RETENTION WITH THE 4 FORCES OF CUSTOMER PROGRESS SYDNEY JOBS-TO-BE-DONE MEETUP CHRISTIAN LAFRANCE
- 2. #jtbd @madeinlafrance @mcsaatchi @brainmates JOBS-TO-BE-DONE & CUSTOMER PROGRESS - INFLUENCING THE 4 FORCES OF PROGRESS
- 3. #jtbd @madeinlafrance @mcsaatchi @brainmates JOBS-TO-BE-DONE & CUSTOMER PROGRESS
- 4. #jtbd @madeinlafrance @mcsaatchi @brainmates adapted from UserOnboard.com + = Potential customer Your product Awesome person who can do rad shit PEOPLE ‘HIRE’ YOUR PRODUCT TO GET A ‘JOB’ DONE This isThis isn’t what you sell
- 5. #jtbd @madeinlafrance @mcsaatchi @brainmates Stimulate my mind during a boring commute http://i.telegraph.co.uk/multimedia/archive/02474/stereoCUT_2474932b.j pg Get in the mood for work Get up-to-date Feel connected to my community Impart good musical taste to my kids Radio is hired to…
- 6. #jtbd @madeinlafrance @mcsaatchi @brainmates “ #jtbd @madeinlafrance @mcsaatchi @brainmates The switch: the moment where there is an explicit choice to a new solution. Bob Moesta & Chris Spiek, The Re-Wired Group
- 7. #jtbd @madeinlafrance @mcsaatchi @brainmates PEOPLE SWITCH TO GET A ‘JOB’ DONE BETTER adapted from UserOnboard.com - = Old product Awesome person who can do rad shit + New product Awesome person who can do rad shit even better
- 8. #jtbd @madeinlafrance @mcsaatchi @brainmates TAKEAWAYS – Making progress implies switching > Evidences customer needs & goals – The switch highlights the criteria important to customers & crystalises tradeoffs > Avoids feature bloat & helps prioritisation – Is what people have done, not aspirations > Is reliable data
- 9. #jtbd @madeinlafrance @mcsaatchi @brainmates INFLUENCING THE 4 FORCES OF PROGRESS
- 10. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group THE 4 FORCES THAT DRIVE OR STOP PROGRESS Uncertainty surrounding new solution Outcomes of new solution Problem with existing situation Tug of historical allegiances
- 11. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group CUSTOMERS SWITCH WHEN THE BALANCE TIPS PUSH + PULL > ANXIETY + HABIT New behaviour
- 12. #jtbd @madeinlafrance @mcsaatchi @brainmates JTBD
- 13. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “I installed this podcast app to listen to mentally stimulating content during my commute” B: PULL of the new solution
- 14. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “When uni started again, I got bored with my music during the 45min bus ride” A: PUSH of the present
- 15. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “I read the negative reviews to check if the problems they mentioned could apply to me” D: ANXIETY of the new solution
- 16. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “I have my favourite Radio National programs...” C: HABIT of the present
- 17. #jtbd @madeinlafrance @mcsaatchi @brainmates A: PUSH of the present B: PULL of the new solution C: HABIT of the present D: ANXIETY of the new solution @madeinlafrance @mcsaatchi #jtbd#jtbd @madeinlafrance @mcsaatchi “I emailed some questions to my bank manager about a home loan. He took 2 days to respond with vague information” A: PUSH of the present
- 18. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group FOCUS PRODUCT INITIATIVES BASED ON THE 4 FORCES
- 19. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group MAXIMISE ACQUISITION GAIN CREATORS PLACEBOS CATALYSTS PAIN RELIEVERS YOUR CUSTOMER NOT YOUR CUSTOMER
- 20. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group MINIMISE CHURN PAIN RELIEVERS ADDICTIONS GAIN CREATORS New behaviour ANXIETY of the new solution YOUR CUSTOMER NOT YOUR CUSTOMER
- 21. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group PAIN RELIEVERS Address the issues that trigger customers to start looking passively or actively
- 22. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group GAIN CREATORS Deliver the product/service in a way which is more aligned to customer’s Job-To-Be-Done
- 23. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group Catalysers Alleviate uncertainty regarding the new solution
- 24. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group Placebos Onboard customers and minimise effort to sever ties with competitors
- 25. #jtbd @madeinlafrance @mcsaatchi @brainmates PULL of the new solution PUSH of the present ANXIETY of the new solution HABIT of the present Business as usual New behaviour adapted from The Re-Wired Group Addictions Embed product in people’s life, deliver increased value with history & relationships
- 26. #jtbd @madeinlafrance @mcsaatchi @brainmates TAKEAWAYS – Best ROI is achieved by grounding product initiatives on the 4 forces > Switchers help you to get to priority initiatives quickly – The 4 forces help you to link initiatives to acquisition and churn > Easier to demonstrate ROI
- 27. #jtbd @madeinlafrance @mcsaatchi @brainmates “ #jtbd @madeinlafrance @mcsaatchi @brainmates We only talk to people who have bought [switchers] because embedded in their choice set is the value code of what they’re willing to switch from and to, so we don’t over-engineer the product. Bob Moesta, The Rewired Group, aka ‘Milkshake Man’
- 28. #jtbd @madeinlafrance @mcsaatchi @brainmates REVERSE ENGINEER HOW CUSTOMERS MAKE PROGRESS - = Old product Awesome person who can do rad shit + New product Awesome person who can do rad shit even better Don’t reverse engineer your competitors’ products
- 29. #jtbd @madeinlafrance @mcsaatchi @brainmates References User Onboarding Features vs. Benefits www.useronboard.com/features-vs-benefits/ The Re-Wired Group Unpacking the Progress Making Forces Diagram www.jobstobedone.org/radio/unpacking-the-progress-making-forces-diagram/ The Re-Wired Group The Interview Timeline www.jobstobedone.org/radio/the-mattress-interview-part-one/
Editor's Notes
- I’ve always been a bit vary of CX mottos like “consistently exceed customer’s expectations” I’ve always been intrigued by the airline industry. (Beyond offering countless examples of bad CX). On the bottom end, it’s as if CX doesn’t matter, on the upper end it’s great cx and ... unaffordable! (It makes me feel like a fraud, i advocate good cx as a professional and I’m not paying for it when I travel. ) So as a CX professional it raises some fundamental questions: It’s easy to find ways to make the experience better. How do I make sure CX delivers real value that people find worth paying for, How do I avoid bloating the experience with How do I make sure it actually delivers ROI for the organisation? That’s the kind of questions I faced when I started at ABC radio and I was wondering we can’t fix everything where should we start? The key to that is looking at a very specific type of customers: the switchers. The people that recently adopted your service or product or the ones that churned off. They evidence how CX, $ & features are traded off in relation to each other. It helped me define a clear focus, engage the organisation around it and transform the way we deliver our audio content online If radio customers only pay us with their time rather their hard cash, this framework still applies to your customers As CEMs, we aim at loyal customers. Paradoxically, Ill argue today that the customer that you should pay attention to seed and prioritise you cx initiatives are the disloyal ones: the switchers. The reason for that is that, they are the ones who by their actual behaviour demonstrate how customer experience, price and product features are traded off in relation to each other. And by understanding these trade offs, you are in a better position to ensure the best ROI from your cx initiative. I’m always a bit warry of exceeding customer expectations. Does it generate real value? What can I learn from a non commercial media organisation that doesn't have any customer relationships! Using an outside in view to bust silos. Focusing our research effort on switchers, the people actively looking for new ways to listen to radio & music, we were able to refine our value proposition and in what features to invest in. Today I'll mix a bit of theory and
- The switchers are the ones who evidence these trade offs and demonstrate how CX impacts acquisition and churn. When people switch from one product to another there are 4 factors at play: 2 that drive the switch to the new solution, 2 often neglected that stop and maintain the status quo. This is how you can model and link for CX initiatives to customer behaviour, qcuisition and churn. I’ll argue that the CX initiatives with best impact on acquision and churn are the ones that have a direct effect on these factors. Finally I’ll give you a few tips on how to research switcher so that you can gain these invaluable insights.
- Let’s look at why switchers are so good Don’t focus on your loyal customers, they don’t tell you how CX is traded against other components of the product mix such as price and features.
- - We usually have no idea of what we actually sell to people. Particularly for products, but even in services. - People don’t buy stuff, they buy what stuff does for them
- For those who aren’t familiar with mario bross He consumes flowers to be able to do rad shit and fend off obstacles to deliver his princess The “jobs to be done” is the outside-in view on the product/service The term has been coined by Professor Clayton Christensen from HBS What People measure satisfaction according to the JTBD, not the CX per se CX is how you connect the product or service to the JTBD
- These are the ‘jobs’ that radio is hired for. Each of these jobs define a market in which that radio is competing in: each with a different set of competitors that go beyond radio This helped us reframe and justify how we should breakdown the silos of stations & programs to make it easy for people to find the kind of audio that will fit the job.
- When a customer purchases or changes from 1 product to another: when you capture a customer or when they churn When a customer ‘fires’ an old solution to ‘hire’ a new product to get a ‘job’ done
- Switching unique because the difference between the new solution and the old one justifies the switching costs The key takeaway here is that people abandon something to buy something new, and tghe reason for that is that they see some sort of progress Stop listening to your itunes library and subscribe to Spotify to get you going on your way to work Stop listening to radio and put podcasts Stop reading book to watch TED talks to stimulate your mind during your commute Competing solutions Think about ‘competitors’ beyond your product category Innovation: what workarounds are used now (eg. pen & paper)
- Highlights the important criteria customers use to ‘hire’ or ‘fire’ a product Avoids feature and CX bloat Crystallises tradeoffs Helps feature CX prioritisation against other product parameters Is what people have done, not aspirations Is reliable data
- The 4 switch forces to anchor CX initiatives with best ROI
- PUSH: all about me the customer/prospect What’s going on in my life that makes me think this isn’t good enough, I need to change I can stay there infinitely in that state telling I need to do something different until something comes in my life something that introduces a new possibility, a better future PULL: the magnetism of the new solution Right when I discover a new product and service, I have anxiety about it: All the things I might not be able to accomplish with it Will it deliver on its promisses Will I be able to use it effectively, do i have the skills And finally the habit: To do this new thing, I have give up things I do right now. It’s going to cost me to switch over Investment current solution
- PULL Magnetism of new solution the job to be done E.g. -Stimulate my mind, get some insights” -Uninterrupted distraction on my way to work” -Arrive to work in a good mood” -I can exercise better” -Easy access to content” > marketing > Cx messages
- PUSH Struggle with current situation (no pain no gain) e.g. “New commute habit Bored during commute”, “Tram/train too crowded to read” “blackspots on my journey” “App doesn’t work with new bluetooth headset” “Advertising interferes with usability” “Doesn’t resume listening to episode where I left at” “No access to my favourite shows”
- INERTIA Cost to abandon current habit eg Effort to transfer my library of trusted sources Listening history
- More PULL
- Radio Going beyond just putting the live streams online: > Focus on ondemand delivery to address the issue of people not finding desirable content when they needed it Communicate to the pain / where the pain is felt YOU Address customer service issues Reduce customer effort
- Radio Making our content accessible intuitively (break down our content production silos) Offline mode YOU What customer outcomes doesn’t your product/service deliver on? Coaching staff to recognise the customers’ Job-To-Be-Done and adapt their delivery to it
- Radio - Data control YOU Remove features, simplify Recommendations/reviews (NPS helps) Trials & returns policy Pre-empting ‘gotchas’
- Radio Favoriting programs from live listening Considering enabling peoiple to import external podcasts YOU Data import Breaking fees offset -Bundling services (apple switch campaign)
- Radio - none YOU Network platform effects Data history, ecosystems Forming a habit
- Switching unique because the difference between the new solution and the old one justifies the switching costs The key takeaway here is that people abandon something to buy something new, and tghe reason for that is that they see some sort of progress Stop listening to your itunes library and subscribe to Spotify to get you going on your way to work Stop listening to radio and put podcasts Stop reading book to watch TED talks to stimulate your mind during your commute Competing solutions Think about ‘competitors’ beyond your product category Innovation: what workarounds are used now (eg. pen & paper)