Abstract
True service innovation requires a shift in focus away from what the company sells to what the customer is trying to achieve–their job(s)-to-be-done. This chapter offers four fundamental truths about customer jobs-to-be-done to guide service innovation. Based on these truths, the chapter then introduces a framework for identifying distinct customer jobs that can guide meaningful service innovation. The chapter concludes by presenting an unbounded view of ways a company can help customers get their jobs done more successfully.
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Notes
- 1.
UberConference has a humorous video to offer perspective on the status quo of hosting virtual meetings. The link to the video is https://www.youtube.com/watch?v=nzNelmsMv8E.
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Bettencourt, L.A. (2019). Service Innovation—A Jobs-to-Be-Done Guide. In: Kompella, K. (eds) Marketing Wisdom. Management for Professionals. Springer, Singapore. https://doi.org/10.1007/978-981-10-7724-1_11
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DOI: https://doi.org/10.1007/978-981-10-7724-1_11
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