In this two episode series of The Tom & Bob Show, I introduce and discuss the Customer Progress Design method. ABOUT THIS PODCAST The Tom and Bob Show joins Tom DeWitt, Ph.D. the Director of CXM@Michigan State University and Bob Kiple, MBA, a retired General Motors Global Customer Experience Strategist for interviews and discussions about …
Sharing the story of how Customer Progress Design is re-defining customer research. I wanted to take a moment to reflect on our learning journey after developing The Wheel of Progress two years ago, *Customer Progress Design (CPD) is a method that focuses on 12 elements that characterize how customers are striving to make progress in …
In search of better explanation models why people resort to new types of products (e.g. innovations), I learned about the Jobs to Be Done (JTBD) theory in 2016. I was immediately intreagued because it offered a completely different perspective on understanding customer needs: No more pigeonhole thinking, as with personas and target group segmentation, no …
The challenge with qualitative research Qualitative customer research today is not only challenging to do but typically not designed to support strategic decisions. The first challenge is the sheer infinite amount of variables that can come up in customer interviews that have to be dealt with. Researchers today focus on what questions to ask rather …
Mein neuester Gastbeitrag beim Spread The Views-Podcast von Christian Weisz. Wir sprechen über: Jetzt anhören bei Spread the views – Podcast für neue Perspektiven bei der Markteinführung (spread-the-views.de) (37:32 min.)
Customer development – a pillar of the lean startup methodology – is one of the toughest aspects to execute in the build, measure, learn framework – and is often seen as an “extra” – however it’s a critical part of the process that helps us avoid mistakes early and identify new market opportunities. With the …
How to discover what people really, really want? Read More »
Eckhart recently was part of a group of 9 global experts on innovation that provided content to ZERO IN ACADEMY’s online course. The course content focuses on building a brand customers crave and a company people are passionate to work for. In his module Eckhart examines the need to understand why customers purchase products and services …
Auf der Suche nach besseren Erklärungen, warum Menschen zu neuartigen Produkten (z. B. Innovationen) greifen, lernte ich im Jahre 2016 zu ersten mal die Jobs to Be Done (JTBD)-Theorie kennen. Sie begeisterte mich sofort, weil sie einen gänzlich anderen Denkansatz bot, als derjenige, der bis dahin als etabliert galt: Kein Schubladendenken, wie bei Personas und …
Am 12.11.2020 hatte ich die Ehre über The Wheel of Progress mit Ryan Garner beim virtuellen London JTBD Meetup zu sprechen. Summary: Since its launch in October 2019, The Wheel of Progress® (WoP) has supported JTBD practitioners in gaining an understanding of what progress customers are seeking. The Wheel of Progress aims to provide a …
Interview with Ryan Garner about the Wheel of Progress Read More »
We support organizations to understand and fulfill the human desire for progress.
