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Make customer progress your growth engine

Your method for a customer-centric and sustainable growth strategy.

What is your business challenge?

Not exactly knowing what customers care about and how they buy is a leading cause of inefficiencies and failures.

  • Disagreement over customer needs
  • Need to constantly adapt the product in development to changing requirements
  • Marketing messaging trail and error
  • Not knowing why customers leave
  • Need for discounting to sell
  • Building a product without a sufficient market
  • Not achieving digital transformation objective (>70% fail)
  • Ineffective positioning of the product
  • Offer product too expensive or too cheap
  • Failing to impress customers
Learn what customers want, what to build, and how to sell. Eliminate the root cause of issues and risks. 

Your action plan

Take advantage of a new Jobs to Be Done (JTBD) based customer-centricity strategy. Deploy a strategy development method that realizes the greatest market potential and is supported by your stakeholders.

So, you think you know what customers need to buy?

The belief that you know your target audience well enough is your biggest liability.

Plausibility – deceptive certainty

Plausible assumptions about customers give you a false sense of safety.

According to our analysis, without targeted customer discovery, cognitive biases and blind spots of organizations are significant:

  • up to 90% factors that impede the acquisition or use of a new solutions are unknown,
  • up to 81% of an organization’s assumptions cannot be validated,
  • on average, only 30% of an organization’s assumptions can be confirmed.

 

The plausibility trap - All your assumptions about the market are plausible but you don't know your biases and blind spots.

Even if you conduct customer research, the chances are that you will produce data that is not sufficient for the development of a customer-centric strategy.

  • Dramatically increase the validity of your customer knowledge.
  • Adjust your preconceptions, close your knowledge gaps.
  • Lay the foundation for informed decisions.

Strategy development for sustainable growth

Use the only constant that is proven to create sustainable growth: Value creation – jointly for customers and providers.

  • Identify the most underserved customer needs with the greatest business potential.
  • Align the organization behind customer needs.
  • Execute as one entity.
Because our method is aimed directly at developing a customer-centric strategy – without detours – it is efficient and fast.
6 Practices - The Key to Sustainable Growth
Each practice provides a value-add. Together, they form the key to sustainable growth.
The meaning of customer-centricity
  • Focus your strategy development on what customers care about.
  • Adopt the purpose of improving customers’ lives or businesses.
  • Aspire to be the most helpful provider by developing innovative solutions and supporting needs development and acquisition.
  • Boost your impact by acting as one company.
  • Tap into the most direct source of customer needs, motivation, and context.
  • Rely on an information source you can trust – straight from customers.
  • Use customer interviews to hear first-hand about their experiences.
  • Learn from stories to understand the meaning of the customer journey.
  • Structure interviews into actionable data points.
  • Filter out data without a clear meaning.
  • Maximize utilization of the interview content.
  • Provide easy access to interview data.
  • Create insights from the data points.
  • Map tasks customer try to accomplish to understand their complexity and purpose.
  • Understand customers’ pains and gains.
  • Create empathy with your stakeholders by illustrating customer journeys.
  • Decide what customer needs to take on based on rational decision-making criteria.
  • Prioritize needs based on their value for customers and your organization.
  • Assess needs and decide jointly with all relevant stakeholders involved.
  • Document your decision-making assumptions.
  • Use the data and insights from your research to inform your strategy.
  • Create strategy to support the jobs customers want to get done and the customer journey.
  • Align product and service design, marketing and sales strategies around customer progress.
  • Become the preferred provider by supporting customer holistically. 

Choose Your Starting Point

Do you work for a consulting company, an agency, or a forward-thinking organization? Take the path that is right for you.

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1. Apply customer-centric strategy development

Let our experts run your project.

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2. Learn customer-centric strategy development

Learn the method using your project.

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3. Test drive structured interviews

Discover the value of structure.

We are by your side

Achieve continuous alignment with customers

We help you transform to a customer-centric organization

participants trained
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interviews conducted
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years experience consulting on Jobs-to-be-done (JTBD)
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Organizations we proudly inspired, educated or consulted

Accelerators, Education & Government Agencies
Agencies and Consulting
Financial Services
Manufacturing and Services
Software and IT

Testimonials

Featured Case Study

io Health Tech

How “feeling” the customer’s pains helped to shape io Health’s home health documentation solution.

Call to Action

Don't delay the application of a customer-centric strategy

 Each day of delay means

  • missing opportunities and falling behind the competition,
  • being disconnected from the changing desires of customers,
  • continuing internal misalignment with customers. 

Every day counts.

Whitepaper - Customer-Centric Culture Transformation

Whitepaper Customer-Centric Transformation
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