Success Story: Global Insurance Company
The Challenge
A global insurance provider was looking to operationalise the Jobs to Be Done (JTBD) framework across the organisation to improve customer experience and guide product development that truly meet customer needs. While the concept made sense at a strategic level, many teams questioned its practicality. Comments like, “JTBD takes too long, why should we do it?” and “We already know our customers though data analysis” reflected a reliance on assumptions and historical or lag data. Without a clear, scalable way to embed JTBD into daily decision-making, there was a risk it would remain a one-off exercise rather than an enduring capability.
The Learning Approach
To move JTBD from theory to embedded practice, we designed learning by doing experiences that challenged assumptions created an immersive environment where participants where immediately ably to apply their learnings and gain new insights and knowledge:
Three 0.5-day in-person workshops combined with real customer interviews, allowing participants to practice the Jobs To Be Done technique
Insight mapping exercises where teams reviewed interviews and began to map them to “The Four Forces of Progress”.
Cross-functional collaboration to unlock opportunities of innovation, product development and customer experience efforts.
Capabilities Developed
Teams built the confidence to conduct customer interviews, apply insights to the Four Forces of Progress, challenge internal assumptions, and create actionable job statements that informed product development and customer experience strategies. Participants completed the sessions with a shared language and a practical toolkit to apply JTBD.
What Made It Work
The “turning point “Ah-ha!” moment came when teams saw that JTBD was not an additional burden but a way to uncover underserved customer needs. This in turn helps to streamline decision-making and reduce wasted effort. The conversations shifted from “Why should we do it?” to “How might we better innovate for customer needs?”
