Join Stefan Michel for an in-depth discussion in this video What is the customer's job to be done?, part of Service Innovation.
- In this video, we talk about the concept…of job to be done.…This concept is very important for service innovation…because every meaningful service innovation…improves the customer's job to be done.…Let me illustrate with a case study…based in rural Bangladesh.…It is the only service innovation case…that I know that was so successful…its inventor was awarded the Nobel Peace Prize.…Muhammad Yunus founded the Grameen Bank…to help the poorest of the poor get out of poverty.…
His main customers were poor women, often single mothers,…who were doing very simple tasks…for almost no salary.…They were producing baskets, carpets, and other crafts…on behalf of businesspeople who captured all the profit.…Yunus believed that the only way to help these women…was to help them to become entrepreneurs.…His idea was to give them small loans…so that they could buy the raw materials themselves…and sell the finished product at a profit.…
The women had no collateral for the loans,…no business experience,…were often illiterate and unskilled.…
Once you understand service innovation in its different forms, you can design and implement your own innovations. Each chapter combines real-world case studies with a methodological framework to help you become a better "idea hunter" for service innovation. After you identify an innovative model, you will learn how to align and execute your innovation by applying the customer star model and by embedding your innovation approach in your overall business strategy.
- What is service innovation?
- Innovating by relieving and enabling customers
- Linking attributes, benefits, and values
- Innovating value constellations
- Innovating outside your firm
- Designing around the customer's need with customer stars