A Jobs-to-be-Done Lens on Obtaining Technical Support
The Context: Software - we've all been there and here's the model
Lance Bettencourt wrote a great book called Service Innovation: How to Go from Customer Needs to Breakthrough Services which was the second book on Jobs-to-be-Done that I read. I already knew that software requirements were a problem because they were constantly in flux and this book was about services, as opposed to products. It’s what I needed to seal the deal.
He had a great Universal model on both obtaining a service, and providing a service that I’ve leveraged over the years. He also has a specific example for obtaining product support. So, it’s slightly different framing than mine, but not that far off. What we’re going to talk about here is a comparison between his model, and what I’ve generated with #ChatGPT. There’s a difference, but I believe you could be successful with either one. Of course, I’ll end it all with a link to a complete catalog for you to use in your innovation work.
Note: My catalog is a complete set of the content you need to construct powerful surveys. That wasn’t the intent of Lance’s book so all I will compare are the job steps
Lance’s Model
The model describe in the book, unlike the current state of Outcome-Driven Innovation, is not 100% linear.
Determine if support should be contacted
Determine how to contact support [Option: go to 5]
Determine what actions to take prior to contacting support
Gather necessary support inputs
Contact support [Option: go to 7]
Arrange for and/or receive a support visit
Explain the question or problem
Get support response and/or options [Option: go to 6]
Execute support instructions
Evaluate support response and/or results [Option: go to 12]
Recontact support
Address future problems
This is a very simple and straight-forward model. I’ve never seen the desired outcome statements that were developed for this so I have no way to make that comparison. I don’t know if there were five per step, or 20. What I do know is that I’m going to have more steps, and more metrics. The more the merrier, and no bias from your consultant (or you). It’s a lot, so keep in mind that you will need to consolidate the content you’ve been provided to suit your needs in order to keep surveys at a reasonable length. (If you want me to generate a custom catalog, I will help you do that!)
Stay until the end. I will generate customer success statements for Lance’s model!
AI Model
Hey customer service and chat bot friends, I highly recommend you use something like this so you’re not a solution looking for the problem 😉
As you’ll see, there are a lot of steps here. I’m considering updating my prompts to reduce the set, but as I look at these, and then I look at the customer success statements that go with them, I feel like we may not have been capturing enough from the qualitative interview process. Yes, this should be reduced before you field surveys, but now you’ll have a better set of MECE information to work with. A much better set!
One idea for reducing the set is to treat each of these as Jobs themselves, and do a simply survey that rates the Jobs. Then you’ll have a better idea where to invest in a deeper study within this larger job.
Identify the issue - The ability to quickly and accurately pinpoint the specific problem or challenge the consumer is facing with the software.
Determine urgency - The ability to quickly and accurately assess the level of urgency or priority of the issue based on its potential impact on the consumer's usage of the software.
Outline expectations - The ability to quickly and accurately define the desired outcome or resolution for the technical support interaction, ensuring the consumer knows what to expect from the support process.
List relevant details - The ability to quickly and accurately gather and document all pertinent information related to the issue, including software version, error messages, and any recent changes that might have triggered the problem.
Locate support contact information - The ability to quickly and accurately find the appropriate contact information for the software's technical support team, such as phone numbers, email addresses, or chat options.
Gather account information - The ability to quickly and accurately access and retrieve any necessary account details, such as usernames, customer IDs, or email addresses associated with the software.
Compile system specifications - The ability to quickly and accurately collect information about the consumer's hardware and operating system, which may be relevant to the software issue.
Assemble documentation or guides - The ability to quickly and accurately locate any user manuals, help articles, or troubleshooting guides related to the software, which may aid in resolving the issue.
Organize gathered information - The ability to quickly and accurately arrange all relevant details, account information, and system specifications in an easily accessible and understandable format for efficient communication with technical support.
Replicate the issue - The ability to quickly and accurately recreate the software problem, if possible, in order to provide a clear description and context for the technical support team.
Prepare a clear and concise issue description - The ability to quickly and accurately summarize the problem, its impact, and any steps taken to resolve it so far, to effectively communicate the issue to the support team.
Set up a comfortable environment for communication - The ability to quickly and accurately establish a quiet, distraction-free space with reliable internet or phone access to facilitate a smooth interaction with the technical support team.
Verify contact method - The ability to quickly and accurately confirm the most suitable method for reaching the technical support team, such as phone, email, or chat, based on the consumer's preferences and the issue's complexity.
Double-check gathered information - The ability to quickly and accurately review all collected details, ensuring their accuracy and completeness before initiating contact with the technical support team.
Prioritize issues if multiple exist - The ability to quickly and accurately determine the order in which multiple software issues should be addressed, based on their urgency, impact, and potential dependencies.
Determine availability for support interaction - The ability to quickly and accurately establish a suitable time window for engaging with the technical support team, considering both the consumer's schedule and the estimated time required to resolve the issue.
Initiate contact with support - The ability to quickly and accurately reach out to the software's technical support team using the chosen contact method, providing a clear and concise issue description along with relevant details and account information.
Communicate effectively with support staff - The ability to quickly and accurately convey the problem and desired resolution to the support team, while actively listening and responding to their questions or requests for additional information.
Follow provided instructions or guidance - The ability to quickly and accurately execute any steps or actions recommended by the technical support team to resolve the software issue, asking for clarification when necessary.
Provide feedback on support experience - The ability to quickly and accurately offer input on the quality and effectiveness of the technical support received, which can help the support team improve their service for future interactions.
Track support interaction progress - The ability to quickly and accurately assess the ongoing progress of the technical support interaction, ensuring that the issue is being addressed effectively and in a timely manner.
Observe software behavior during troubleshooting - The ability to quickly and accurately monitor the software's performance and responses while following the support team's instructions, reporting any unexpected changes or reactions.
Evaluate communication effectiveness - The ability to quickly and accurately determine if the information exchange between the consumer and the support team is clear, concise, and relevant, making adjustments as needed to improve understanding.
Monitor time spent on support interaction - The ability to quickly and accurately keep track of the time spent on the technical support interaction, considering the issue's urgency and the consumer's availability.
Adjust communication style - The ability to quickly and accurately adapt the way information is exchanged with the technical support team, ensuring clarity and understanding if any communication issues arise.
Revise troubleshooting approach - The ability to quickly and accurately modify the steps taken to resolve the software issue, based on the support team's recommendations or new insights gained during the interaction.
Re-prioritize issues if needed - The ability to quickly and accurately reassess the order in which multiple software issues are addressed, considering any changes in their urgency, impact, or dependencies that may arise during the support interaction.
Change contact method if necessary - The ability to quickly and accurately switch to an alternative method of contacting the support team, such as phone or chat, if the initial method proves to be inefficient or ineffective in resolving the issue.
Implement the recommended solution - The ability to quickly and accurately apply the solution provided by the technical support team, ensuring that the software issue is effectively resolved.
Test the software for functionality - The ability to quickly and accurately verify that the software is functioning properly after implementing the recommended solution, confirming that the issue has been resolved.
Address any remaining concerns - The ability to quickly and accurately identify and discuss any remaining issues or questions with the technical support team, seeking further assistance if needed.
Seek alternative support resources if necessary - The ability to quickly and accurately explore other avenues for resolving the software issue, such as online forums or community resources, if the initial technical support interaction does not provide a satisfactory resolution.
Confirm issue resolution - The ability to quickly and accurately ensure that the software issue has been effectively resolved, and the desired outcome has been achieved.
Express gratitude to the support team - The ability to quickly and accurately thank the technical support team for their assistance in resolving the software issue, acknowledging their time and effort.
Document the support interaction and solution - The ability to quickly and accurately record the details of the technical support interaction and the implemented solution, for future reference in case a similar issue arises.
Evaluate the overall support experience - The ability to quickly and accurately assess the quality and effectiveness of the technical support received, providing feedback to the support team or their organization to help improve their service.
Yes, I know. That’s a lot for a Jobs-to-be-Done catalog.
Pro Tip: I’m finding that the related jobs I generate are a pretty good proxy for what I’ve seen come out of qualitative interviews. Think of them as your steps - use a subset of the 50 success statements I provide for each, and you’ve got yourself a manageable JTBD survey
Now, for those of you who have read Lance’s book, or are just curious what the customer success statements could look like, I present them to you now! 👇
Customer Success Statements for Lance’s model
Note: I have taken a divergent path from the desired outcome statement structure because I’ve found that most people don’t desire them. No one talks like that either. So, when you use these your lead-ins will need to be something like the following…
When determining if support should be contacted, how important is it that you can quickly and accurately…[statement]
When determining if support should be contacted, how difficult is it given your current solution to quickly and accurately…[statement]
Something like that. 👆 Now, keep in mind, that depending on which version of the model I use sometimes you’ll see quickly or accurately appear in the statement. It’s a lot better in version 4, but you still need to go through the outputs to clean them up on occasion. I didn’t do that below 🤣
Determine if support should be contacted
Identify the severity of the issue with the product.
Assess whether the problem can be resolved independently without external assistance.
Determine the availability of self-help resources, such as user manuals or online tutorials.
Gauge the urgency of the issue and its impact on your use of the product.
Evaluate the potential costs of not contacting support, such as time, money, or further damage.
Understand the warranty or support agreement terms and whether the issue falls under them.
Consider the possible consequences of attempting a DIY solution and whether it might void the warranty.
Estimate the time investment required to contact support and weigh it against the potential benefits.
Determine if the issue has previously been experienced and if there are any known resolutions.
Assess your own level of expertise and confidence in addressing the problem without support.
Determine how to contact support
Identify the most appropriate support channels offered by the company, such as phone, email, or live chat.
Evaluate the expected response time for each support channel and select the most efficient option.
Assess the availability of support representatives based on your timezone and working hours.
Determine the level of technical expertise required for your issue and select the channel that best caters to that need.
Consider the quality and effectiveness of communication in each channel, ensuring clear and concise exchange of information.
Evaluate any costs associated with using different support channels, such as long-distance phone charges.
Gauge the convenience and accessibility of each support channel based on your personal preferences and situation.
Assess the security and privacy measures in place for each support channel to protect sensitive information.
Determine whether a support channel offers the possibility of real-time assistance or remote troubleshooting.
Identify any language or communication barriers that may impact the effectiveness of the support channel.
Determine what actions to take prior to contacting support
Gather relevant information about the product, such as the model number, purchase date, and warranty details.
Document the specific issue you are experiencing, including any error messages or symptoms.
Compile a list of troubleshooting steps you have already attempted, along with the outcomes of each.
Assess whether any recent changes, such as software updates or hardware modifications, could be contributing to the issue.
Collect any relevant screenshots, videos, or logs that help illustrate the problem.
Create a clear and concise description of the issue to streamline communication with support.
Organize your notes and materials for easy reference during the support interaction.
Prepare any required identification or account information to verify your identity with support.
Ensure you have access to the product and any necessary tools or resources during the support session.
Set aside an appropriate amount of time to dedicate to the support interaction, minimizing interruptions.
Gather necessary support inputs
Compile a comprehensive list of product details, including model, serial number, firmware version, and any relevant specifications.
Collect proof of purchase, warranty information, and any relevant service agreement documentation.
Document the specific issue you are experiencing, including symptoms, frequency, and duration.
Record any error messages, codes, or diagnostic information that may provide insight into the problem.
Detail the troubleshooting steps you have already taken and their respective outcomes.
Obtain any additional information requested by support, such as system logs or configuration files.
Prepare a concise and clear explanation of the issue to ensure efficient communication with support representatives.
Assemble any relevant visual aids, such as photos or videos, to help illustrate the problem.
Have access to the product or system in question, along with any necessary login credentials or authorization.
Organize all gathered information and materials in an easily accessible format for reference during the support interaction.
Contact support
Establish a clear and focused line of communication with the support representative.
Verify your identity and provide any necessary account information to authenticate your request.
Present the organized information and details about the issue in a concise and accurate manner.
Describe the troubleshooting steps you have already taken to demonstrate your efforts in resolving the issue.
Share any relevant visual aids, such as screenshots or videos, to help the support representative understand the problem.
Maintain a professional and respectful tone throughout the interaction, ensuring a positive experience.
Actively listen to and follow any instructions or guidance provided by the support representative.
Ask clarifying questions to ensure a complete understanding of the proposed solution or next steps.
Provide timely and accurate feedback to the support representative regarding the success or failure of suggested solutions.
Document the support interaction, including any reference numbers or case details, for future reference.
Arrange for and/or receive a support visit
Coordinate a mutually convenient date and time for the support visit, ensuring minimal disruption to your schedule.
Verify the technician's qualifications and expertise to ensure they are equipped to handle the issue.
Prepare the product and surrounding area for easy access and efficient troubleshooting during the visit.
Provide any necessary documentation, such as warranty information or service agreements, to the technician.
Clearly communicate the issue and any relevant background information to the technician upon their arrival.
Ensure the technician adheres to safety protocols and guidelines while working on the product.
Observe the technician's work, asking any questions or seeking clarification as needed.
Request a detailed explanation of the issue and the steps taken to resolve it, for your own understanding and future reference.
Confirm the successful resolution of the issue and the proper functioning of the product before the technician departs.
Obtain documentation or a service report outlining the work completed, including any necessary follow-up actions or maintenance.
Explain the question or problem
Articulate the issue or question clearly and concisely to ensure the support representative's understanding.
Provide relevant background information or context to help the representative grasp the full scope of the issue.
Share specific details about the product, including model number, purchase date, and any unique features.
Describe any error messages, symptoms, or patterns associated with the issue to aid in diagnosis.
Explain the troubleshooting steps you have already taken and their respective outcomes.
Present any relevant visual aids, such as screenshots or videos, to further illustrate the issue.
Communicate any time-sensitive concerns or deadlines related to the resolution of the problem.
Highlight any potential consequences or impacts the issue may have on your use of the product.
Clarify any technical terms or concepts that the support representative may not be familiar with.
Ask open-ended questions to encourage further discussion and exploration of the issue or question.
Get support response and/or options
Obtain a clear and concise explanation of the issue, its root cause, and potential solutions.
Receive actionable and specific instructions or guidance for resolving the problem.
Ensure the proposed solution is compatible with your product's specifications, features, and limitations.
Evaluate the feasibility and potential risks associated with each proposed option.
Seek clarification on any technical terms or concepts that you may not fully understand.
Request estimated timeframes for issue resolution, considering the urgency of the situation.
Confirm any costs or resource requirements associated with the proposed solution(s).
Inquire about any potential side effects or impacts the solution may have on your product's performance or functionality.
Discuss any preventative measures or maintenance recommendations to avoid future issues.
Obtain reference materials or resources, such as user guides or tutorials, to assist with the execution of the solution.
Execute support instructions
Carefully follow the provided instructions or guidance, ensuring accurate execution of each step.
Use any provided reference materials or resources to aid in the implementation of the solution.
Monitor the product's performance and functionality throughout the process, noting any changes or improvements.
Document the steps taken, including any variations or adaptations made, for future reference.
Seek assistance or clarification from support if any challenges or uncertainties arise during execution.
Confirm the successful resolution of the issue and the restoration of the product's normal functionality.
Implement any recommended preventative measures or maintenance practices to avoid future problems.
Assess the overall effectiveness and efficiency of the support-provided solution.
Evaluate any potential impacts or side effects of the solution on the product's performance or features.
Share feedback or results with the support representative, providing any necessary follow-up information.
Evaluate support response and/or results
Assess the effectiveness of the solution in resolving the issue and restoring the product's functionality.
Determine the efficiency of the support interaction, considering factors such as time and resource investment.
Evaluate the clarity and comprehensibility of the provided instructions or guidance.
Examine any potential side effects or impacts on the product's performance or features resulting from the solution.
Consider the overall satisfaction with the support representative's professionalism, expertise, and responsiveness.
Reflect on the ease of implementation and the feasibility of the proposed solution.
Analyze the need for any additional follow-up actions or maintenance practices to prevent future issues.
Gauge the level of confidence in the support team's ability to address similar issues in the future.
Review the support process, identifying areas of improvement or opportunities for a more streamlined experience.
Determine the overall value of the support interaction in terms of cost, time, and benefits received.
Recontact support
Reestablish communication with the support team, providing any necessary case or reference numbers.
Clearly explain the current status of the issue and any new developments or symptoms.
Share the results of the previously provided solution, including any successes or challenges encountered during implementation.
Present any additional information, data, or evidence that may aid in further diagnosis or troubleshooting.
Request clarification or assistance if any instructions or guidance were unclear or difficult to execute.
Seek alternative solutions or options if the initial response did not fully resolve the issue.
Ask for escalation to a higher level of support if the issue remains unresolved or if more expertise is required.
Maintain a professional and respectful tone during the interaction, even if frustration or disappointment is present.
Provide feedback on the initial support experience, highlighting any areas for improvement.
Request a follow-up or ongoing support plan if the issue persists or requires further attention.
Address future problems
Implement recommended preventative measures or maintenance practices to reduce the likelihood of future issues.
Continuously monitor the product's performance and functionality for early detection of potential problems.
Maintain thorough documentation of any past issues and resolutions for easy reference in the event of a recurrence.
Stay up to date with product updates, patches, or new releases that may address known issues or improve performance.
Proactively seek out and utilize self-help resources, such as user manuals, online tutorials, or community forums, for troubleshooting assistance.
Develop a deeper understanding of the product and its features to enhance your ability to diagnose and resolve issues independently.
Establish a relationship with the support team and maintain open lines of communication for future inquiries or concerns.
Share your experiences and knowledge with other users, creating a supportive community and fostering collaborative problem-solving.
Provide feedback to the product manufacturer or service provider, highlighting areas for improvement and potential enhancements.
Periodically reassess the product's suitability for your needs and consider alternatives if necessary to minimize future problems.
My, you’re patient
I’m not sure if you wanted a complete Jobs-to-be-Done catalog on obtaining technical support, but here it is anyway. Sorry, only the first 25 people will be able to download this for free. By the time I get through all of these customer experience models only the first person will be able to download it. I may have to set a countdown timer so we can make it a game! I can schedule it for the middle of the night!
Book 30 minutes with me if you have some unique qualitative research you’d like to get done in a day or two. I promise, it won’t cost you hundreds of thousands of dollars and we’ll do it exactly the way you want it.