Why You Can't-Miss This Episode

Discover the transformative power of the "Jobs to Be Done" framework with Eckhart Boehme, as he shares invaluable insights on customer behavior and strategy implementation.

About the Guest

Eckhart Boehme has more than 30 years of global experience in marketing, product management and skills development. Eckhart, an 18+ year Microsoft veteran, was last working as the Curriculum Architect for the Marketing Excellence Team at Microsoft HQ. Today, he is the founder and managing director of the boutique strategy consulting firm unipro solutions and an internationally recognized expert on Jobs to Be Done. Eckhart was the mastermind behind the Wheel of Progress® Canvas - a JTBD-based tool for structuring qualitative customer research. He is also the developer of the Customer Progress Design® method and is teaching classes about The Wheel of Progress at Rhein-Main University of Applied Sciences, Wiesbaden Business School and Michigan State University.

Relevant Links

https://www.linkedin.com/in/eckhartboehme/

https://www.unipro-solutions.com

Episode Summary

In this episode, Eckhart Boehme delves into the "Jobs to Be Done" framework, a revolutionary approach to understanding customer behavior by identifying the underlying purposes behind their actions. He explains how this methodology goes beyond traditional customer segmentation, offering a more profound understanding of customer needs and motivations. Eckhart shares his journey, from his industrial engineering background to his extensive work with Microsoft, and how he became passionate about Jobs to Be Done.

Eckhart provides concrete examples, including his project with Frankfurt Airport, where the implementation of this framework led to significant strategic shifts and improved customer satisfaction. He emphasizes the importance of considering both functional and emotional jobs, highlighting how understanding these elements can lead to better product and service development. The discussion also covers the challenges organizations face when adopting this framework and how to overcome them, ensuring that companies can effectively leverage Jobs to Be Done to drive innovation and customer satisfaction.

Top 3 Key Learnings

1. Understanding Customer Purpose: The Jobs to Be Done framework helps uncover the true reasons behind customer behaviors, leading to more targeted and effective solutions.
2. Holistic Customer Segmentation: Moving beyond demographics and traditional segmentation, this approach considers functional, emotional, and social aspects of customer jobs.
3. Strategic Alignment: Implementing Jobs to Be Done can align organizational efforts across marketing, sales, and development, enhancing overall customer experience and business outcomes.

Chapters

00:00 Introduction

01:30 About Eckhart Boehme

04:42 Jobs to Be Done Framework Explained

11:23 Case Study: Frankfurt Airport

17:24 Measuring Success in Jobs to Be Done

20:06 Overcoming Challenges in Adoption

27:54 Relevance to Customer Experience

29:31 Future of Customer Experience

30:39 Golden Nugget

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Gregorio Uglioni discusses with Michael Brandt the critical intersection of employee engagement and customer experience. Michael shares insightful strategies and real-world examples of how to create a thriving workplace environment that drives customer satisfaction.

About the Guest

Michael Brandt is an experienced professional in customer and employee experience. With a diverse background working in both corporate settings and as a solopreneur, Michael brings a wealth of knowledge and practical insights into enhancing employee engagement and satisfaction. His expertise extends to collaboration with leading organizations like ABB, making him a valuable voice in the field.

Relevant Links

• LinkedIn Profile
• https://www.cx-excellence.com/

Episode Summary

In this episode, Gregorio Uglioni and Michael Brandt dive into the nuances of employee engagement and its profound impact on customer experience. Michael emphasizes the importance of treating employees with decency, involving them in decision-making, and understanding their individual needs. He shares valuable lessons from his time at ABB, where effective feedback mechanisms and inclusive practices significantly improved internal processes and employee satisfaction.

Michael discusses the pivotal role of employee engagement in industries with high customer interaction, like hospitality and travel. He contrasts this with sectors like warehousing, where employee satisfaction might not directly affect customer perception. Throughout the episode, Michael underscores the importance of context in designing employee engagement strategies and shares actionable tips for fostering a supportive and productive work environment.

The Top 3 Key Learnings

1. Employee Involvement in Decision-Making: Including employees in decision-making processes enhances their engagement and ownership, leading to better outcomes and a more motivated workforce.

2. Importance of Feedback: Regular, constructive feedback, both positive and negative, is crucial for employee growth and maintaining a healthy work environment.

3. Tailored Employee Engagement Strategies: Understanding and addressing the unique needs and priorities of employees, much like with customers, is essential for fostering loyalty and satisfaction.

Chapters

00:00 Introduction

00:56 Guest Introduction - Michael Brandt

01:44 Discussion on Employee Experience

03:00 Importance of Employee Engagement

05:12 Industry-Specific Engagement Insights

09:56 Feedback Mechanisms

12:35 Maintaining Employee Motivation

20:16 Case Studies and Real-World Examples

27:26 Practical Tips for Employee Engagement

28:43 Conclusion and Event Announcement

We hope you find this episode enlightening and impactful. Your feedback is invaluable to us, so please let us know your thoughts. Don't forget to follow and subscribe to the CX Goalkeeper Podcast using the links below:

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Thank you for listening!

The CX Goalkeeper Podcast joins the Customer Experience World Games 2024. I have the incredible honor of interviewing captains, vice-captains, judges, and friends of the CXWG 2024.

These are short interviews to share outstanding people's experiences helping charities get better.

Customer Experience professionals worldwide come together to share their experience insights and help others.

The CX World Games take place over 3-4 weeks, with expert CX captains guiding randomly created teams to come up with the best solutions to challenges set by the organizers. Players contribute whatever time they have. It only takes a minute to come up with a brilliant idea.

These real-life challenges are proposed by charities and non-governmental organizations (NGOs) that need help to improve their donor, volunteer, or beneficiary experiences.

​All the entries are provided to the charities that will go on to make a difference from what the teams provide during the CXWG. Be a part of it!

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