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I’m a Great Marketer…I’ll Bet!
Recently, my good friend Wim Rampen wrote a piece about the 7 Jobs a marketer needs to get done in the age of service, and it stimulated quite a discussion. Admittedly, this is not the stuff the...
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The Widgetization of CRM – Part II
Almost two years ago, I wrote about the Widgetization of CRM; a concept where user interfaces were designed to support the job being done – nothing more, nothing less. This was born of my frustration...
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Marketing, Milkshakes and Innovation
As many of you know, I’m a fan of innovation; whether its product innovation, service innovation or innovative marketing. I’ve embraced the tenants of low-end market disruption as espoused by Clayton...
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Predicting the Future with #JTBD
Do you glance at your customers and think you really know them? Many of us know what they’ve done because we track things; like what they bought, when they landed on a web page, when the clicked a...
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The Job of Creating a Customer
If there is one thing we (for profit businesses) can all agree upon, it’s that we are in business to create customers. In order to do that successfully, we must figure out what they need and do it...
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Re-visiting Re-inventing #CRM
A little more than a year ago I wrote a lengthy post in which I tried to describe how I believe CRM needs to be re-invented, disrupted and more closely aligned to the needs of organizations struggling...
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The Job-to-Be-Done of an iPad Menu
I recently saw some Twitter conversation on the topic of jobs-to-be-done and the growing trend to digitize menus and provide them through iPads to customers. I actually experienced this in the Delta...
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Measuring Customer Experience One Step at a Time
There are those who say you cannot measure customer experience. What they are saying is “hire me to improve customer experience but don’t ask me how it will impact your business with any hard numbers.”...
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The Customer Process: The Five Things You Need To Know Now
Recently, Esteban Kolsky (who also posted this on his blog), Brian Vellmure and Krissy Espindola were summarized in a white paper from NICE based on their roundtable discussion on The Customer Journey:...
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The Job of Hitting a Nail on the Head
I just read a post on HBR that hit the nail on the head when the author critiqued Whole Food’s treatment of the millennial age cohort as a market segment – requiring a separate chain of stores. Since...
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What is Your Pain? And other Intelligent Questions (Part 1)
Rethinking the Business Requirement Hypothesis: Traditional approaches to capturing customer needs and/or business requirements do not produce repeatable results; which is why interventions to capture...
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What is Your Pain? And other Intelligent Questions (Part 2)
Part 1 Hypothesis: Customer needs are constants, not variables. The only variable is the perception of value as new products, services, or methods emerge. We all still need to consume nutrients to...
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Why Numbers Matter in Jobs-to-be-done
I’ve done this a few times – critiqued others blogs who are just sharing what they are learning – because it’s easier to compare and contrast sometimes than it is to simply evangelize. This is one of...
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The Evolution of Purchasing CRM Software
I’ve really neglected to talk about “CRM” in a specific way on a regular basis over the past few years. I’ve been very focused on how to prioritize what customers value and that has taken me into the...
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