L3 4 Customer Segment Value Proposition

ACE Aninem

10 Nov 202202:42

Summary

TLDRThe transcript outlines the customer segment portion of a business model, focusing on three key aspects: jobs, pains, and gains. Jobs represent what customers aim to accomplish, whether solving a problem or meeting a need. Pains are challenges or frustrations customers face during the process. Gains refer to the outcomes customers desire, ranging from essential to unexpected benefits. The importance of these jobs, pains, and gains varies, so it's crucial to prioritize them effectively to understand customer needs and improve services. The transcript suggests using a table to rank them from most to least important.

Takeaways

📝 Customer jobs are tasks, problems, or needs customers aim to address in their life or work.
🚖 Example: For customers of taxi aggregators like Uber, the job could be getting a ride to work or being picked up from a friend's home.
👀 Jobs should always be described from the customer's point of view, even if they don't seem important to the business.
📊 Not all jobs are equally important; some matter more because of their frequency or the significance of the outcome.
😣 Pains are issues that frustrate customers or prevent them from getting a job done, either before, during, or after the process.
⚠️ Pains also include potential risks or bad outcomes if a job is done poorly or not at all, and can vary in severity.
🎯 Gains refer to the benefits or positive outcomes the customer desires, ranging from expected to pleasantly surprising.
👍 Some gains can shift from being 'nice to have' to 'essential' depending on the customer’s needs and expectations.
📋 Since jobs, pains, and gains differ in importance to the customer, they should be prioritized for better focus.
🔝 A table can be used to prioritize jobs, pains, and gains, starting with the most important at the top and the least important at the bottom.

Q & A

What are 'customer jobs' according to the script?
-'Customer jobs' refer to the tasks or problems that customers are trying to solve in their work or personal lives. They can involve tasks, goals, or needs customers aim to fulfill.
Can you give an example of a customer job?
-An example of a customer job is a user of a taxi aggregator like Uber needing to get a ride to work or getting picked up from a friend’s home late at night.
How should 'customer jobs' be described?
-'Customer jobs' should be described from the customer's point of view. It is important to focus on what matters to the customer, even if it seems insignificant to others.
Why are not all customer jobs equally important?
-Not all jobs are equally important because some jobs occur more frequently or result in outcomes that matter more to the customer. Certain jobs may have a more significant impact on their life or work.
What are 'customer pains'?
-'Customer pains' are factors that annoy customers before, during, or after trying to complete a job. They could also be things that prevent a customer from getting a job done.
What types of pains do customers experience?
-Customers can experience pains such as bad outcomes, risks associated with doing a job poorly, or not being able to complete the job at all. Pains can range from moderate to severe.
What are 'customer gains'?
-'Customer gains' are the outcomes or benefits customers want to achieve. Gains can be expected, required, or sometimes unexpected pleasant surprises.
How do customer gains vary in importance?
-Customer gains can range from something that is 'nice to have' to something that is essential or highly important to the customer. Prioritizing these gains is important.
How should jobs, pains, and gains be prioritized?
-Jobs, pains, and gains should be prioritized by creating a table with the most important or essential items at the top and the least important at the bottom.
Why is it important to prioritize jobs, pains, and gains?
-Prioritizing helps in understanding which aspects are critical to the customer’s experience and ensures that the most significant factors are addressed first, improving customer satisfaction.

Outlines

00:00

🔧 Understanding Customer Jobs

This paragraph introduces the concept of 'Customer Jobs,' which refers to the tasks customers are trying to accomplish in their work or personal life. It gives an example of Uber customers seeking transportation solutions, such as getting a ride to work or being picked up late at night. Customer jobs encompass problems customers are trying to solve, tasks they need to perform, and needs they want to satisfy. It emphasizes that jobs should be viewed from the customer’s perspective, noting that while some jobs may seem unimportant to others, they can be critical to the customer. Furthermore, not all jobs hold equal importance—some may stand out due to their frequency or the significant outcomes they produce.

😣 Identifying Customer Pains

This section defines 'Customer Pains' as anything that frustrates or hinders a customer before, during, or after completing a job. Pains can include obstacles that prevent the job from being accomplished or potential negative outcomes related to the job being done poorly or not at all. The paragraph explains that, like jobs, pains vary in intensity, with some being moderate and others severe. Understanding customer pains is crucial as they represent risks or challenges that must be addressed to ensure a satisfactory outcome for the customer.

🎁 Recognizing Customer Gains

Customer Gains are described as the positive outcomes or benefits that customers desire. Gains can range from expected or required results to unexpected and pleasant surprises. The importance of gains can shift from being nice-to-have to essential depending on the customer's perspective. The paragraph highlights that since customers may have various jobs, pains, and gains, each with different levels of significance, it is helpful to prioritize them. A simple table can be used to rank the most essential gains at the top and the less critical ones at the bottom.

📊 Prioritizing Jobs, Pains, and Gains

The paragraph concludes by suggesting the use of an example to better understand how to prioritize customer jobs, pains, and gains on a canvas. It reiterates the importance of prioritization, noting that there will be a variety of jobs, pains, and gains, each with different levels of importance to the customer. By organizing these elements into a table, businesses can focus on addressing the most critical customer needs first while being mindful of secondary concerns.

Mindmap

Keywords

💡Customer Jobs

Customer jobs refer to tasks, problems, or needs that customers aim to accomplish in their personal or professional lives. In the video, an example of a customer job is people using taxi aggregators like Uber to solve the problem of getting to work or being picked up from a friend's house at midnight. The idea is to understand customer jobs from their perspective, focusing on what they deem important.

💡Pains

Pains are the negative experiences or frustrations that customers face before, during, or after trying to complete a job. They can also refer to obstacles that prevent customers from achieving their goals. The video highlights that these pains can vary in severity, from moderate annoyances to significant hindrances, such as the risk of not getting a job done well or at all.

💡Gains

Gains represent the positive outcomes or benefits that customers seek when they complete a job. These can range from expected or necessary gains to pleasant surprises. Gains might evolve from being 'nice-to-have' features to becoming essential aspects of the customer experience. The video suggests prioritizing gains, as some may be more important than others.

💡Customer Perspective

The customer perspective emphasizes understanding jobs, pains, and gains from the point of view of the customer rather than the company. This concept is important in the video because a job that seems trivial to a company may be crucial to the customer. Recognizing the customer's priorities helps businesses better serve their needs.

💡Task Completion

Task completion refers to the process of a customer accomplishing a specific job, such as reaching a destination in the case of using a ride-hailing service like Uber. The video mentions that task completion can vary in importance based on how often the job occurs or the significance of the outcome for the customer.

💡Risk

Risk in this context refers to the potential negative outcomes or dangers associated with not completing a customer job effectively. This might include risks related to safety, time, or even financial loss. The video mentions that understanding these risks is essential for addressing customer pains.

💡Moderate vs. Severe Pains

The distinction between moderate and severe pains helps to prioritize which customer pain points require more immediate attention. The video explains that just as some jobs are more important to customers, some pains may have a more significant impact on their experience and satisfaction.

💡Expected vs. Pleasant Surprise Gains

Expected gains are the baseline benefits that customers anticipate, while pleasant surprises are unexpected advantages that enhance their satisfaction. The video suggests understanding both types of gains to deliver better customer experiences, as some pleasant surprises can become essential over time.

💡Prioritization

Prioritization involves ranking jobs, pains, and gains by their importance to the customer. The video advises using a simple table to organize these factors, placing the most critical ones at the top. This approach ensures that businesses focus on the most impactful areas for customer satisfaction.

💡Outcome Importance

Outcome importance refers to how crucial the result of completing a job is to the customer. In the video, it is explained that some jobs matter more because they occur frequently or have significant consequences. This concept is central to understanding which customer jobs should be prioritized.

Highlights

Customer segments have three key subsections: jobs, pains, and gains.

Customer jobs refer to tasks customers try to accomplish in their work or life.

An example of a customer job is Uber users trying to get to work or be picked up at night.

Customer jobs can be problems to solve, tasks to perform, or needs to satisfy.

Jobs should be described from the customer's perspective, even if they don't seem important to you.

Not all customer jobs have the same importance; some are more critical based on frequency or outcome.

Pains refer to things that annoy or prevent a customer from completing a job.

Pains can include bad outcomes, risks, or difficulties in performing the job.

Just like jobs, pains can vary in importance, from moderate to severe.

Customer gains are the benefits or outcomes the customer wants.

Some gains are expected or required, while others can be pleasant surprises.

Gains can evolve from being nice-to-have to essential over time.

Jobs, pains, and gains vary in importance, so it's crucial to prioritize them.

Using a table to prioritize the most essential jobs, pains, and gains helps organize customer needs.

The canvas model allows for a structured approach to understanding and prioritizing customer experiences.