Businesses looking to unlock the true potential of their customer service need to enter into their consumer’s psyche. You need to figure it out with least customer disturbance for the success of your customer acquisition.
The customer bounce rate is the biggest fear for businesses, and around 33% of consumers consider switching their solution providers immediately after just a single instance of bad customer service. And there are many such numbers which claim that customer acquisition is tougher and re-targeting the left customers is toughest.
But don’t worry!
With the jobs-to-be-done framework, you can make your customer acquisition strategy sustainable to the changing consumer behaviour patterns. The JTBD concept is a major game changer for all types of businesses, as it applies a completely different approach to consumerism and marketing.
Let’s understand five important tips using jobs-to-be-done concept for better customer acquisition.
Jobs-to-be-done Customer Acquisition Tips
Tone and language of your product message
When it comes to determining the right point of purchase for your customers, language plays a great role in turning them towards your business.
Many researchers and psychologists have proved that emotions play a great role in capturing human’s attention for anything. The emotions and attention spans vary from demography to locations, but you can catch all of it with one positive product message.
For example, a tea selling company selling their products with the message – “Refreshing morning with fresh tea leaves”.
On the other hand, another tea company sells the message – “Break your sleep with a joyous sip of tea”.
With the first message you’re targeting the “emotion of refreshing morning”, while the second product message targets “the waking up emotion”. Both messages can have different impact and acceptance from the demography, as they differ in tone and language of the message.
Be responsible to your customer’s queries
Customer acquisition gets really frustrating when you miss out on their queries, or don’t take it seriously. Businesses confident of their product don’t realise that its the customer’s jobs which decide their product’s performance, and not the other way.
This could be anything from taking the blame for bad customer service, or helping customers getting repairs and maintenance done on time. Your product development team should take this into account from the starting point, how the customer acquisition process will proceed, and what touchpoints can be optimised for improving customer experience.
Know your service and products properly
Knowing the inside and outside of your product or service prepares you to handle any customer objections or queries, in the entire product life cycle. Customers don’t want vague or generic responses to their questions.
The jobs-to-be-done lens allows you to view product development from the angle of customer’s jobs to be achieved. This way you don’t miss out any details and target straight to the customers.
This process is important for the product development team to prepare the technical documents, white papers, and guides in a simple and easily understandable language.
Your sales team is responsible for customer acquisition, which makes it important to assort during the product development phase itself. Answer your sales team questions and queries in the most simplest manner possible, which will be communicated to the customers in further simplicity.
Make your customer acquisition strategy proactive with JTBD
The basic rule that successful customer service people should follow is “Never leave your customer requests unanswered and finish the conversation with a satisfying solution for the same”.
With the JTBD concept, you need to modify your customer acquisition strategy and make it proactive. This is possible with customer-focused product development, and including solutions to the sustainable customer jobs to be done.
You can improve this process by including customer feedback information through surveys, offline customer interviews, and other customer touch points to your product or brand. This helps in gauging the best customer acquisition metrics like customer satisfaction, customer aspirations, customer expectations, etc.
Now you can easily fix the major roadblocks through the JTBD customer strategy, which also allows the product team to evolve with the changing customer jobs and market conditions. As you cannot rely completely on the previous data, it needs to keep changing and update the customer data in real-time for better adaptability of the product cycle.
Make your customer acquisition strategy proactive with JTBD
Using customer feedback through the “jobs to be done” framework involves identifying their specific jobs or requirements that customers are hiring your product or service for. You need to use that information for improving your product or service to better meet the needs and preferences of your customers.
- Identify the “jobs” customers are hiring your product or service to accomplish. This might involve analysing customer feedback and interviews to understand the specific needs and goals that customers are trying to satisfy using your product.
- You need to look for patterns and commonalities in the jobs that customers are hiring your product or service to perform. This can give proper understanding of the features or aspects of your products and services that are most important to customers.
- Use this information to improve your product or service by adding features or capabilities that meet their needs and preferences in a better way. You can also remove some unwanted features which your customers don’t need.
- Keep your data gathering and analysing customer feedback regularly, which helps in improving the product or service. This way you can stay attuned to the evolving needs and choices of your customers.
Make Customer Acquisition Powerful with JTBD
Now you understand how customer acquisition plays a major role in product development, and how jobs to be done theory makes it the better version.
The JTBD concept satisfies all the customer needs precisely, in the right manner and cost, which evolves your product to success. You need to keep updating your customer’s data, and involve them in the product development indirectly.
