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Improve the Customer Experience by Understanding the Consumer Job Journey

Hosted by Tony Ulwick
Discussion Points
  • Learn how your customer sees the journey through the “job” lens
  • Why focusing on “touchpoints” is problematic
  • The four tenets of the consumer job journey to deliver customer value
  • Live Q&A
Duration: 55 Minutes


The customer experience is “the new marketing battlefront”. Executives regard it as a primary basis of competition and plan to increase spending on it by 35% in the coming years (The CMO Survey 2020).

The increased focus on the customer experience has many organizations improving the consumption journey of their products and services. Consumption is tightly woven into our lives, but consumers are ultimately goal-driven, not consumption-driven.

If organizations are going to differentiate themselves they need to understand the “job” the consumer is trying to accomplish and work to create the optimal consumer job journey.

In this webinar, Business Professor Lance Bettencourt Ph.D. will walk you through the newest research on customer journeys and the inputs needed to create value for your customers.

Speaker Bio:

Lance A. Bettencourt, Ph.D., is the Associate Professor of Professional Practice at the TCU Neeley School of Business, a service innovation consultant and speaker with many of the world’s leading companies. He is the author of Service Innovation (McGraw-Hill 2010) and several papers on service and innovation best practices in Harvard Business Review, MIT Sloan Management Review, California Management Review, and others.

Tony Ulwick

Tony is the pioneer of Jobs-to-be-Done Theory, inventor of the Outcome-Driven Innovation® (ODI) process, and founder and CEO of Strategyn. Philip Kotler calls Tony “the Deming of innovation” and Clayton Christensen credits him with “bringing predictability to innovation.” Published in Harvard Business Review and MIT Sloan Management Review, Tony is also the author of 2 best sellers: What Customers Want and JOBS TO BE DONE: Theory to Practice.

Stop guessing. Start innovating.
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