The heightened stakes for customer expectations mean you have to solve for your customers’ job to be done in every moment. According to Harvard Business Review, your customers’ job to be done is “the progress that the customer is trying to make in a given circumstance – what the customer hopes to accomplish.”
By defining your customers’ jobs to be done, you’ll be in a better place to meet their needs and reconfigure your business practices to respond to their demands. This way, you’re staying focused on them, rather than your own products.
To deliver personalised and connected experiences at scale, you need to develop a holistic view of the customer and how they’re using your products and services to solve real challenges in their lives. Invest time in learning who your customers are and why they behave as they do.