Ayat Shukairy Invesp

39. Jobs to be done and Customer Interviews

 December 29, 2020

By  Will

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In episode 39 of the Customers Who Click podcast I spoke with Ayat Shukairy about Jobs to be Done and how to run effective Customer Interviews.

Jobs to be done is a really useful technique to use to really dig into the real reasons why a customer made a purchase from your business. Why did they decide to buy your product from your website.

It’s nothing to do with the sale or promotion you’ve got going on, that was just a trigger for them to do it now. There’s always a process in their mind, a reason why that person has identified your product as the solution to their needs and if you can unlock these reasons you’ll be able to optimise your website and provide a far better customer experience.

Ayat Shukairy is a recognized expert on marketing strategy and an in-demand speaker who has presented at marketing conferences throughout the world. With over 14 years of entrepreneurial and marketing experience, Ayat helps companies create websites fall in love with, while increasing their online sales. Her clients include eBay, 3M, the Special Olympics, DISH Network, Discovery and many more. 

Key Highlights:

04:50 - 27:35 - Ayat Introduces us to Jobs to be Done - Jobs to be done is a process for discovering what progress a customer is trying to make in their life when they purchase from you. What improvement are they trying to achieve, what is the job that has to be done, which they’ve selected your product for. This not only helps you understand the mindset of the customer, but also helps you understand who you’re really competing against. Can the job the customer is trying to get done be achieved by a completely different product, allowing you to expand into that market as well.

27:40 - 35:52 - What Are The Biggest Mistakes Brands Make With Qualitative Research? - Getting the quick wins and quick answers from customers. It’s helpful to get feedback from customers on-site, or to note down customer service queries, but these normally tell you that some information is missing, or allow you to look into your delivery options. Jobs to be done will give you the insight to produce better solutions to your customers real problems. Customers might be asking for next day delivery, because its the closest they can get to a convenient time, they know they can be ready to accept a package the next day instead of a 3-5 day period. But actually, click and collect may provide the better and more convenient solution than next day delivery.

35:52 - 46:15 - What Are the Big Trends in Qualitative Research? - Businesses will adopt multiple approaches to innovation, combining jobs to be done with design thinking to really understand their customers, and constantly evolve to be the very best they can. But we’re still a long way off this, most companies are barely speaking to their customers, or not properly collecting and analyzing their feedback yet. Companies need to optimise their processes and ensure that feedback is coming in all over the place, and then being properly analysed and fed back out to all the relevant teams. 

46:58 - 50:48 - Ayats Marketing Pet Peeves - Marketing personalities who build up a big following, and get stuck in their ways. They repeat the same info again and again across different channels, and they don’t innovate. They just keep pushing the exact steps that worked for them at that time. We should always be adapting and innovating. Also, companies that are silod, where departments just dont talk to each other, or worse, have cross-departmental dependencies but don’t work together on them.

51:01 - 57:18 - Ayats Underrated Aspect of Marketing - Maybe not underrated, just underused, and thats companies simply not making use of the data and feedback available to them. But the other is outsourcing, and knowing when to outsource to an expert instead of doing things in-house. Sometimes it does make sense to bring someone in, and at other times it makes perfect sense to outsource to an expert who can do a better job.

If you’d like to hear more from Ayat you can connect with her on LinkedIn or at ayat@invesp.com


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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