ChatGPT-driven Customer JTBD Research using B2C Case Study
4.6 (7)
3 Days
·Cohort-based Course
Learn customer JTBD principles and methods via an interactive ChatGPT-based case study (25+ scripts) using The Wheel of Progress framework.
ChatGPT-driven Customer JTBD Research using B2C Case Study
4.6 (7)
3 Days
·Cohort-based Course
Learn customer JTBD principles and methods via an interactive ChatGPT-based case study (25+ scripts) using The Wheel of Progress framework.
Previously at
Course overview
Learn and apply customer JTBD research using an interactive ChatGPT case study.
This course will teach you the core principles and methods behind customer jobs-to-be-done (JTBD) based research leveraging the power of OpenAI's ChatGPT (Generative AI) platform.
We'll walk through The Wheel of Progress® framework, in a presentation format, teaching you about The Cycle of Customer Progress:
- First Thought
- Passively Looking
- 1st Triggering Event
- Actively Looking
- 2nd Triggering Event
- Deciding
- Hiring/Firing
- Consuming
- Continuous Use
You'll also learn about identifying the Twelve (12) Elements of Progress:
- Events
- Forces and Desires (habits, pushes, desires, avoidances, pulls, anxieties)
- Jobs, Pains and Gains
- Solutions (core job, prior, in-conjunction, co-existing)
- Contraints (internal, external, temporal)
and the concept of Switching Behavior, where promoting forces (pushes, desires, pulls) outweigh blocking forces (habits, avoidances, anxieties) in order for switching behavior to occur.
We'll leverage a tailored Case Study integrating over 25+ interactive ChatGPT prompting scripts (yours to keep) into the learning process to make it both fun and interactive.
The B2C Case Study for this particular course will be focused on evaluating the customer job-to-be-done of 'achieving mindfulness' and considering The Serenity App. You' be acting as the researcher, product marketer, product manager, or experience designer driving the study.
BONUS: Learn how to create Synthetic Personas to evaluate customer progress through the eyes of individuals with different motivations, desires and avoidances, and jobs-to-be-done.
ALL SESSIONS RECORDED.
You'll walk away with the knowledge to apply what you've learned (and JTBD prompt engineering skills) within your organization.
Who is this course for
01
Anyone seeking to learn how to apply jobs-to-be-done research to drive better customer engagement and experience design.
02
The Digital Marketer seeking to better understand the customer journey from first thought (struggling moment) to continuous use (habit).
03
The Content Marketing Manager who wants to tailor messaging around the progress customers are seeking to make in their lives.
04
The Researcher who wants to understand the entire customer cycle of progress (first thought to continuous use/habit formation).
05
The Product Marketer seeking to gain a better understanding of switching behavior (pushes, pulls, habits, anxieties).
06
The UX Designer looking to broaden their understanding of customer's beyond their interaction with a digital product.
07
The Product Manager who wants to rethink product roadmaps based upon desired customer outcomes rather than features or outputs.
What you’ll get out of this course
An introduction to customer jobs-to-be-done principles and methods
You'll get an introduction to customer jobs-to-be-done principles and methods in relationship to brand, marketing, product and service experiences.
Overview of The Wheel of Progress® framework
An introduction to The Wheel of Progress® and the Cycle of Customer Progress first thought (struggling moment) to continuous use (habit formation).
Uncover customer jobs-to-be-done leveraging the powerful capabilities of ChatGPT
You'll learn about the specific ChatGPT prompting language (interactive exercises) to utilize to uncover situational context, aspirations, the core functional job, emotional and social aspects, and desired customer outcomes.
The twelve (12) Elements of Customer Progress
You'll learn how to identify the twelve (12) elements of customer progress (customer jobs, pains, gains, events, solutions, constraints, desires, avoidances, pushes, pulls, habits, and anxieties).
Uncover the motivational forces and desires related to Switching Behavior
You’ll learn the specific ChatGPT prompting language (interactive exercises) to identify Forces and Desires (pushes, pulls, habits, anxieties, desires, avoidances) in relationship to 'switching behavior'.
This course includes
2 interactive live sessions
Lifetime access to course materials
In-depth lessons
Direct access to instructor
Projects to apply learnings
Guided feedback & reflection
Private community of peers
Course certificate upon completion
Maven Satisfaction Guarantee
This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.
ChatGPT-driven Customer JTBD Research using B2C Case Study
Course syllabus
Week 1
Dec
2
Session One: The Wheel of Progress® framework and Cycle of Customer Progress
Introduction to B2C Case Study and Customer Job-to-be-done
Core Principles of Customer Jobs to be Done based Research
Overview of The Wheel of Progress® Framework
The Four Quadrants of the WOP (Awareness, Expectations, Trade-offs, Experience)
The Cycle of Customer Progress (First Thought through Continuous Use)
Solutions and Constraints (internal, external, time-based)
Dec
4
Session Two: The Twelve Elements of Customer Progress and Switching Behavior
The Twelve Elements of Customer Progress
Forces and Desires (Habits, Pushes, Desires, Avoidances, Pulls, Anxieties)
Switching Behavior (Promoting Forces overcoming Blocking Forces)
Customer Jobs, Pains and Gains
JTBD as a Process (a series of steps)
Synthetic Personas using the Five Big Personality Traits
4.6 (7 ratings)
What students are saying
Meet your instructor
JOHN GUSIFF
CX Strategist
John Gusiff is the Managing Partner for Customer Centric Solutions LLC. He founded the company in 2002 after spending 15 years helping leading brands across B2C, B2B, and B2B2C industries, design and implement customer acquisition, engagement, service, and retention strategies.
He is passionate about improving the lives of customers via human-centered design and design thinking methods. He leverages customer jobs-to-be-done (jtbd) insights research along with applied behavioral science when consulting with his clients.
He has worked directly with executives in marketing, sales, product development, customer service and support functions to help them rethink how they better service their customers and implement the processes, organization, and technology to support it.
Clients have included: American Honda, Canada Goose, Citibank, Ecobee, G Adventures, Gympass, Humana, Porch, lululemon, Royal Ambulance, Shaklee, and TransAlta.
Join an upcoming cohort
ChatGPT-driven Customer JTBD Research using B2C Case Study
Cohort 8
$197
Dates
Payment Deadline
Course schedule
Two Sessions - 2 hrs per Session
Two Sessions (Tuesday and Thursday)
12 pm to 2 pm PST
1st Session: The Wheel of Progress® Framework and Cycle of Customer Progress
2nd Session: The Twelve Elements of Progress and Switching Behavior (additional topics)
LIVE Cohort Sessions with Interactive ChatGPT Exercises
All Sessions Recorded
LIVE sessions held with the entire cohort enabling conversation and interaction during the course.
Over 25+ ChatGPT prompt scripts around a tailored Case Study to help teach JTBD principles and methods.
All activities performed during the class sessions. Pre-read materials.
Maven Community
Leveraging the Maven community for posting announcements, reading materials, general discussion, and takeaways from the class..
Switching Behavior
Understand how both promoting forces and blocking forces are involved in switching behavior.
Promoting forces must be greater than blocking forces before someone 'hires' your product or service.
Review a simple case study example of how these six forces oppose each other in a typical consumer purchase decision (e.g., meal service).
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Learning is better with cohorts
Active hands-on learning
This course builds on live workshops and hands-on projects
Interactive and project-based
You’ll be interacting with other learners through breakout rooms and project teams
Learn with a cohort of peers
Join a community of like-minded people who want to learn and grow alongside you
Frequently Asked Questions
Join an upcoming cohort
ChatGPT-driven Customer JTBD Research using B2C Case Study
Cohort 8
$197
Dates
Payment Deadline