Beyond the Funnel: Using JTBD to Find Untapped Growth in Your Purchase Journey

Uncover why customers really buy (and why they don't) by focusing on their true "Job" within the purchase process.

Table of Contents

• Introduction: Beyond the Funnel – Why Your Current Purchase Journey Insights Are Falling Short

  • The Evolving Customer: Increased expectations, information overload.

  • Limitations of Traditional Purchase Journey Metrics

  • Introducing the Jobs-to-be-Done (JTBD) Lens

  • Thesis

• Deconstructing the "Purchase Journey": What Job Are Customers Really Trying to Get Done?

  • The Purchase Journey as a Job

  • Identifying Core Functional and Emotional Jobs

  • The role of context

• The Shortcomings of Traditional Purchase Journey Evaluation

• A New Strategy: Evaluating the Purchase Journey with Jobs-to-be-Done

  • Step 1: Define the "Main Purchase Job" and Key "Journey Jobs."

  • Step 2: Uncover Desired Outcomes for Each Journey Job.

  • Step 3: Map the Actual Customer Journey & Measure Outcome Achievement.

  • Step 4: Pinpoint Underserved Outcomes – The Seeds of Innovation.

• Elevating the Abstraction: Innovating the Purchase Journey Itself

  • Working Today (That Few Are Doing)

  • Novel Concepts for the Future

• Benefits of a JTBD-Driven Purchas…