L3 4 Customer Segment Value Proposition

Summary

The 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.