Understanding Customer Needs with Jobs to Be Done – Blend Commerce

In today’s fast-paced and competitive business landscape, understanding customer needs is crucial for success. As a merchant, you need to go beyond surface-level demographics and delve into the underlying motivations that drive customers to choose your products or services. This is where Jobs to be Done (JTBD) research comes into play. In this blog, we will explore the significance of JTBD research and how we at Blend leverage this framework to uncover customer needs, enhance product development, and deliver exceptional experiences.

At its core, Jobs to be Done is a framework that helps businesses understand the fundamental reasons customers use a product or service to accomplish a specific “job” in their lives. It goes beyond superficial features or benefits and focuses on the progress customers aim to make in particular circumstances or situations. JTBD research aims to uncover the deeper motivations and desired outcomes that influence customer behaviour.

Traditional demographic or psychographic data provides only surface-level insights into customer preferences. JTBD research, on the other hand, enables businesses to grasp the true motivations behind customer choices. By understanding the jobs customers want to accomplish, businesses can align their strategies, product development, and customer experiences to address those needs directly. This customer-centric approach not only improves customer satisfaction but also fosters long-term loyalty and drives business growth.

Implementing JTBD research can bring numerous benefits to a merchant like you:

Uncover hidden opportunities

By using the JTBD framework, you can identify unmet customer needs and discover gaps in the market. This empowers you to develop innovative solutions that cater to those needs and positions your business as a pioneer in meeting evolving customer expectations.

Targeted product development

Understanding the jobs customers are trying to accomplish allows you to align your product development efforts with customer needs. By prioritising features and improvements that directly address those jobs, you can create products that resonate with customers and provide a seamless experience.

Enhanced marketing and messaging

JTBD research provides deep insights into the language, motivations, and triggers customers associate with specific jobs. You can leverage this knowledge to craft compelling marketing messages, position your products effectively, and communicate the unique value proposition to potential customers.

Improved customer satisfaction

By aligning your offerings with customer needs, you can deliver products and services that better fulfil customer expectations. This leads to increased customer satisfaction, reduced churn, and positive word-of-mouth, ultimately driving growth and success.

So what does JTBD research look like at Blend? Well, if we were to conduct this type of research for your business, this is typically what it would entail: 

Customer interviews and surveys

We’d help you conduct structured interviews and surveys to gather qualitative and quantitative data directly from customers. These insights help identify the jobs customers use your business for and uncover their desired outcomes. 

Data analysis and synthesis

We’d then analyse the data collected from customer interviews and surveys to identify patterns, themes, and customer segments. This analysis forms the basis for developing personas and understanding the key jobs customers need your company to address.

Iterative product development

Armed with customer insights, we would guide you through an iterative approach to product development. By having prioritised features and improvements based on their impact on job completion, we could help you continuously refine your offerings and align them with customer needs.

Ongoing feedback loops

We’d then establish feedback loops with customers through various channels, such as customer support, user testing, and post-purchase surveys. This feedback provides continuous validation and ensures that your business stays in tune with evolving customer needs.

Embracing Jobs to be Done research empowers businesses like yours to gain a deeper understanding of customer needs, develop products that truly resonate, and create exceptional experiences. By understanding the jobs customers want to accomplish, you can build stronger customer relationships, drive business growth, and maintain a competitive edge in the market. Don’t believe us? Check out what we achieved for a beauty client using the Jobs to Be Done framework. It involves a 56% increase in Owned Revenue. 

If all of this sounds overwhelming, it doesn’t have to be – not when you have Blend. Get in touch with us today and let us help you.