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PDMA Presentation Now Available: JTBD + CJM = Better Innovation

The June 2, 2022 presentation, "Combining Jobs-to-be-Done with Customer Journey Mapping: An Innovative Approach to Innovation" is now available for Phase 5 clients and subscribers to download. This presentation was delivered at a Product Development and Management Association (PDMA) webcast  by Phase 5 Partner Steve Hansen, President of Phase 5 US and Head of our Data Analytics practice.

During the webinar, Steve described and shared the merits of Customer Journey Mapping and Jobs-to-be-Done (JTBD) both as individual techniques, and also as complementary approaches that serve to generate stronger, more customer-centric innovation. While the practice of Customer Journey Mapping documents activities, resources, decisions, and emotions, applying a JTBD framework to the process provides an important and insightful customer perspective on each step.

Some key takeaways include:

  • Customer Journey Mapping (CJM) helps an organization remove friction from the customer experience.
  • JTBD reframes the entire world in terms of jobs to be done; it doesn't jump immediately to tools or solutions.
  • JTBD helps you ask better questions during the CJM process, identifying targeted white spaces within which to innovate.

Download the complete presentation to learn more now! Alternatively, watch the complete video recording of the presentation.

As well, be sure to check out some of Steve's earlier presentations and articles:

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).