The best SaaS companies are obsessively customer focused, and I love learning about how these companies build that customer-centric habit internally.
Intercom is a particularly interesting case study, because it's meant to combine a number of different products into one, including in-app messaging, help desk, real-time chat, email and more. And it's very easy to lose focus on the customer when your product does so many things.
In this 30 minute talk, Intercom Director of Research Sian Townsend talks about how she changed from doubting to believing in the Jobs to Be Done framework for understanding the customer and building SaaS products. Today, JTBD keys Intercom's product development process and they've even written a book on the JTBD framework.
The basic idea behind JTBD is that customers don't just buy products, they hire products out to do specific jobs. At Intercom, they've developed a simple formula for understanding customer situations, motivations and outcomes: When [blank], I want to [blank], so I can [blank].
In the video, Sian shares how JBTD is applied at Intercom to design products with details on running JTBD interviews, case studies, and more.