Brian Rhea Brian Rhea

Analytics of a JTBD-Based Customer Journey

In today’s fast-paced business landscape, understanding the customer journey is crucial for success. One approach that has gained significant traction in recent years is the Jobs-to-be-Done (JTBD) framework. By leveraging analytics, businesses can gain valuable insights into their customers’ needs and preferences, enabling them to optimize their products and services accordingly.## Understanding JTBD (Jobs-to-be-Done) Framework

At its core, the JTBD framework revolves around the idea that customers “hire” products or services to get a job done. Instead of focusing solely on demographics or traditional market segmentation, JTBD focuses on understanding the underlying motivations and circumstances that lead customers to make purchasing decisions.

The Core Principles of JTBD

There are three core principles that underpin the JTBD framework:

  1. Functional Job: This refers to the primary task that customers aim to accomplish by using a product or service.
  2. *Emotional JobUnderstanding the Job-to-Be-Done (JTBD) FrameworkDiscover the powerful insights behind the Job-to-Be-Done (JTBD) Framework and unlock a deeper understanding of customer needs and motivations.**: Beyond the functional job, customers also hire products or services to fulfill emotional needs or desires. Understanding the emotional drivers behind customer choices is crucial for creating compelling experiences.
  3. Social Job: The social context in which customers operate heavily influences their decision-making process. Recognizing the social dimensions of a job-to-be-done allows businesses to tailor their offerings to better meet customers’ desires for social acceptance and validation.

Benefits of Using JTBD in Customer Journey Mapping

By incorporating the JTBD framework into their customer journey mapping efforts, businesses can unlock several key benefits:

The Role of Analytics in JTBD

Analytics plays a crucial role in leveraging the JTBD framework effectively. By harnessing both quantitative and qualitative data, businesses can gain actionable insights into customers’ needs, preferences, and behaviors.

###Quantitative and Qualitative Data in JTBDUnderstanding JTBD Examples: A Comprehensive GuideDiscover the power of Jobs-to-be-Done theory with this comprehensive guide on understanding JTBD examples.

Quantitative data, such as surveys and usage statistics, provides businesses with valuable metrics to measure customer behaviors and preferences. This data can help identify patterns, trends, and correlations, enabling businesses to make data-driven decisions.

On the other hand, qualitative data, including customer interviews and observations, helps uncover the underlying motivations and context behind customers’ job-to-be-done. It provides rich insights into why customers make specific choices and highlights areas where businesses can improve their offerings.

Key Metrics to Track in JTBD Analysis

When employing the JTBD framework, it is essential to track specific metrics that align with customers’ jobs-to-be-done. Some key metrics to consider include:

  1. Success Rate: How successful are customers in accomplishing their job using your product/service?
  2. Satisfaction Level: How satisfied are customers with the experience of “hiring” your product/service?
  3. Time and Effort: How much time and effort do customers invest in completing their job using your product/service?
  4. Outcome Improvement: To what extent does your product/service help customers achieve their desired outcomes more effectively compared to alternatives?

Constructing a JTBD-Based Customer Journey

Building a JTBD-based customer journey involves understanding customers’ needs, defining their jobs-to-be-done, and mapping out their experience from start to finish.

Steps to Define Your Customer’s Job-to-be-Done

To define your customer’s job-to-be-done, follow these steps:

  1. Research: Conduct market research, interviews, and surveys to understand customers’ pain points, motivations, and desired outcomes.
  2. Segmentation: Identify distinct segments based on customers’ functional, emotional, and social jobs. This helps tailor solutions to specific customer groups.
  3. Job Definition: Clearly define the functional, emotional, and social aspects of the job-to-be-done for each segment. This ensures a deep understanding of customers’ needs.

Building a Customer Journey Map with JTBD

Once you have defined your customer’s jobs-to-be-done, it’s time to map out their journey. A customer journey map illustrates the touchpoints and interactions a customer has throughout their job-to-be-done. When constructing a JTBD-based customer journey map, consider the following:

  • Pre-Job Phase: What triggers customers to start the job?
  • Job Execution Phase: How do customers execute their job? What challenges do they encounter?
  • Post-Job Phase: What outcomes do customers desire? How can you ensure they achieve those outcomes?

Leveraging JTBD Analytics for Business Growth

The true power of JTBD analysis emerges when businesses leverage its insights to fuel growth and development.

Improving Product Development with JTBD Insights

By understanding customers’ jobs-to-be-done, businesses can identify areas for improvement and innovation in their product development efforts. JTBD insights highlight unmet needs and opportunities to differentiate from competitors.

Enhancing Customer Experience through JTBD Analytics

JTBD analytics allows businesses to fine-tune their customer experience by aligning with customers’ desired outcomes. By optimizing touchpoints and removing friction from the customer journey, businesses can create memorable experiences that drive satisfaction and loyalty.

Overcoming Challenges in JTBD-Based Customer Journey Analysis

Implementing the JTBD framework and conducting customer journey analysis can present challenges along the way.

Common Pitfalls in JTBD Analysis

Some common pitfalls to avoid in JTBD analysis include:

  • Limited Customer Input: Insufficient customer research can lead to inaccurate assumptions and missed opportunities.
  • Overlooking Emotional and Social Jobs: Focusing solely on functional jobs neglects the emotional and social dimensions that heavily influence customer choices.
  • Failure to Iterate: A static view of customer journeys can result in missed opportunities for improvement. Regularly revisit and refine your analysis to stay in sync with evolving customer needs.

Strategies for Effective JTBD Implementation

To ensure successful implementation of the JTBD framework and customer journey analysis, consider these strategies:

  1. Collaboration: Involve cross-functional teams, including marketing, product development, and analytics, to gain diverse perspectives and drive alignment.
  2. Continuous Feedback: Regularly collect customer feedback and iterate on your analysis to ensure you stay in tune with your customers’ evolving needs.
  3. Data-Informed Decision Making: Leverage analytics to drive data-informed decision making. Combine qualitative and quantitative insights for a comprehensive view.

In conclusion, the analytics of a JTBD-based customer journey offers businesses valuable insights into their customers’ needs, preferences, and behaviors. By understanding the core principles of JTBD, leveraging analytics effectively, constructing a JTBD-based customer journey, and overcoming challenges, businesses can unlock growth opportunities and deliver exceptional customer experiences that drive success in today’s dynamic marketplace.

Take action

Step up your product game

I've helped innovative teams all over the world make better product decisions using Jobs to Be Done. Now it's time to step up your product game with AI + JTBD.

Join the newsletter

Get familiar

Join 1,000+ product people and get practical AI + product tips delivered once per week.


  • Gain a deeper understanding of JTBD
  • Stay ahead of the curve
  • Develop a critical eye for innovation
  • Sharpen your skills

Try some resources

Get started

Instantly level up your Jobs to Be Done mastery and uncover insights that lead to meaningful innovations customers want.

$1 / name your price

  • Quickstart ChatGPT Prompts for JTBD
  • Forces of Progress for ChatGPT
  • Beginner's Guide to JTBD Interviews
  • JTBD Resource Library

JTBD + AI Workshop

Get serious

Enhance Your JTBD Toolkit with AI


  • Better Prompts for Better Results
  • Hands-on ChatGPT for JTBD
  • Interview Analysis
  • Research Prep Essentials
  • Advanced Transcript Analysis
  • Copywriting Mastery
  • Developing Hypotheses
  • ... and more!
Get instant access