Job Mapping with Jobs to Be Done to Enhance Customer-Centric

15 min read

In business environment, organizations are persistently confronted with the ongoing challenge of understanding and fulfilling the evolving needs of their customers. Recognizing the paramount importance of delivering value to customers, Digital Leadership, a distinguished firm specializing in digital strategy and execution, deeply understands the profound significance of this endeavour, including comprehensive job mapping to ensure alignment with business goals and customer expectation

In this article, we will embark on a comprehensive exploration of the concept of job mapping and its profound impact on unlocking career potential. By embracing the influential Jobs-to-be-Done (JTBD) theory, It presents a robust framework that enables a comprehensive understanding of customer needs, optimization of job performance, and discovery of innovative opportunities.

We will meticulously delve into the various components that constitute a job map, intricately outlining the step-by-step process of its creation, and providing comprehensive insights into its practical applications in career development. To empower you in your job mapping endeavours, we will equip you with a valuable repertoire of tools and resources, ensuring a comprehensive augmentation of your job mapping initiatives.

What is Job Mapping Definition

Job mapping is a strategic approach that enables individuals and organizations to gain deep insights into the underlying needs and motivations of customers.

Comprehensively understanding the jobs customers are trying to accomplish, It helps identify pain points, discover unmet needs, and uncover opportunities for value creation.

At the core of job mapping lies the Jobs-to-be-Done (JTBD) theory, which emphasizes that customers “hire” products or services to accomplish specific jobs. By embracing this theory, It provides a structured framework for understanding consumer behavior and creating meaningful solutions.

Advantages of Job Mapping in Career Development:

  • Aligns skills and strengths with customer job requirements
  • Enhances career progression
  • Identifies skill gaps and training needs
  • Enables individuals to enhance competencies and remain competitive
  • Optimizes job performance and satisfaction
  • Aligns individual strengths with customer needs
  • Increases productivity and fulfillment

Within the realm of job mapping, a completed job map represents a comprehensive visualization of the job, its components, and the interactions involved. It serves as a powerful tool for understanding the intricacies of the entire job and its related aspects. By laying out the completed job map, individuals and organizations can effectively navigate the job’s complexities, identify critical touchpoints, and ensure seamless execution.

Furthermore, It extends beyond individual jobs to encompass broader career paths. A career map provides guidance and clarity by outlining the necessary steps, skills, and experiences required for career advancement. It serves as a valuable resource for individuals seeking to navigate their professional journeys and make informed decisions to achieve their desired career outcomes.

Through job mapping and career mapping, individuals and organizations can unlock potential, deliver value, and achieve meaningful outcomes. These frameworks provide a comprehensive understanding of the job landscape, guiding actions, and decisions to drive success.

Mapping the Jobs to be Done

It is intrinsically linked to the Jobs-to-be-Done (JTBD) theory, which emphasizes that customers “hire” products or services to accomplish specific jobs in their lives. Job mapping involves comprehending the core functional job, understanding customer needs, and identifying desired outcomes. This framework allows businesses to create solutions that precisely align with customer expectations.

The Unite Jobs-to-be-Done (JTBD) Job Statement model, plays a crucial role in job mapping as it provides a structured and comprehensive framework for understanding the underserved customer needs, motivations, and desired outcomes. you can now download it.

Jobs to be Done Customer's Job Statement
The Unite Jobs To Be Done Customer’s Job Statement
Source: Helge Tenne

Conducting customer interviews and research significantly enhances the job map by providing invaluable insights into customer needs, pain points, and desired outcomes related to the job. By directly gathering information from customers, organizations can gain a profound understanding of their motivations and expectations, allowing for a more comprehensive and accurate job map. These first-hand insights enable businesses to develop targeted strategies and solutions that effectively address customer requirements and deliver optimal value.

Job mapping, when coupled with the JTBD theory, facilitates the automatic correction of execution problems. By understanding the underlying job and customer requirements, businesses can proactively identify and rectify any issues that may arise during the execution of the job. This approach ensures smoother processes, minimizes customer dissatisfaction, and enhances overall performance.

The Universal Job Map Framework

The Universal Job Map serves as the foundation for job mapping. Using the eight steps of the Job Map you are going to outline the smaller tasks and activities customers are doing to accomplish their job. Our model ” The Unite Jobs To Be Done Universal Job Map” will help you enable individuals and organizations to gain a comprehensive understanding of customer needs, motivations, and pain points. you can download it now.

Jobs to Be Done Job Map
The UNITE Jobs to be Done Universal Job Map
Source: Lance A. Bettencourt and Anthony W. Ulwick

It consists of several components that collectively provide a comprehensive view of the job to be done. Let’s explore each component in detail:

  1. Define:
    Identifying the Core Functional Job The first step in job mapping is clearly defining the core functional job that customers are hiring a product or service to fulfil. It involves understanding the fundamental problem or need that customers seek to address. Precisely defining the core functional job, ensures a focused approach in meeting customer expectations.
  2. Locate:
    Understanding Customer Needs and Pain Points To effectively map the job, it is essential to understand the specific needs and pain points of customers. This involves conducting thorough customer interviews, research, and analysis to identify their motivations, challenges, and desired outcomes. By gaining insights into customer needs and pain points, job mapping can uncover opportunities for value creation and differentiation.
  3. Prepare:
    Mapping the Customer Journey and Touchpoints The prepare stage involves mapping the customer journey and touchpoints. This entails understanding the various steps, interactions, and channels customers go through while trying to accomplish their jobs. By visualizing the customer journey, job mapping highlights critical touchpoints where businesses can enhance the customer experience and deliver value.
  4. Verify:
    Assessing Value Creation and Delivery The verify stage focuses on evaluating the value created and delivered to customers. It involves assessing how effectively products or services meet customer expectations, addressing pain points, and delivering desired outcomes. By systematically verifying value creation, job mapping helps businesses enhance customer satisfaction, retention, and loyalty.
  5. Execute:
    Achieving Customer Satisfaction and Retention The execute stage centers on ensuring efficient and effective job execution. It involves aligning processes, resources, and strategies to meet customer expectations and provide a seamless experience. By prioritizing customer satisfaction and retention, job mapping helps businesses build strong relationships and foster loyalty.
  6. Monitor:
    Measuring Outcomes and Performance The monitor stage emphasizes the importance of measuring outcomes and performance. It involves establishing relevant metrics and key performance indicators (KPIs) to track the success of job execution. By continuously monitoring outcomes, businesses can make data-driven decisions, identify areas for improvement, and enhance job performance.
  7. Modify:
    Iterating and Improving Job Execution The modify stage focuses on continuous improvement. It entails analyzing feedback, customer insights, and performance metrics to identify areas for refinement and optimization. By embracing an iterative approach, job mapping enables businesses to adapt to changing customer needs, market dynamics, and emerging opportunities.
  8. Conclude:
    Assessing the Overall Job Map The conclude stage involves assessing the overall job map and its effectiveness. It entails evaluating the alignment between customer needs, value proposition, and job execution. By conducting a comprehensive assessment, businesses can identify strengths, weaknesses, and areas for enhancement in their job mapping efforts.

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The Role of Job Mapping in Organizational Success

It plays a vital role in organizational strategy, Organizational development, and organizational structure, ensuring alignment with customer needs and driving organizational success. By comprehensively understanding the jobs customers aim to accomplish, organizations can identify pain points, uncover unmet needs, and create innovative solutions. Here, we explore the significant role It plays in achieving organizational success.

  1. Customer-Centric Approach:
    It enables organizations to adopt a customer-centric approach by understanding customer needs and motivations. By gaining insights into the jobs customers need to do, organizations can tailor their products, services, and processes to meet those specific requirements. This customer-centric approach leads to higher customer satisfaction, increased loyalty, and improved competitive advantage.
  2. Enhanced Value Creation:
    It helps organizations uncover opportunities for value creation by identifying unmet needs and pain points in the market. By understanding the intricacies of the job and its associated challenges, organizations can develop innovative solutions that address customer needs more effectively. This enhances the value proposition and drives customer engagement, ultimately contributing to organizational success.
  3. Optimized Operations:
    It provides organizations with a comprehensive understanding of the job landscape, including critical touchpoints, interactions, and resource requirements. By mapping the entire job journey, organizations can optimize their operations, streamline processes, and allocate resources more efficiently. This leads to increased productivity, reduced errors, and improved operational performance, ultimately driving organizational success.
  4. Innovation and Differentiation:
    It encourages organizations to think creatively and seek innovative solutions to meet customer needs. By understanding the deeper motivations and desired outcomes associated with the job, organizations can identify opportunities for innovation and differentiation. This allows them to develop unique products, services, and experiences that set them apart from competitors, contributing to their long-term success.
  5. Employee Engagement and Empowerment:
    It involves engaging employees in understanding customer needs and improving job performance. By involving employees in the job mapping process, organizations foster a sense of ownership and empowerment. Employees gain a deeper understanding of the impact of their work on customer satisfaction, leading to increased motivation, job satisfaction, and overall employee engagement. This positively impacts organizational success by driving higher levels of performance and customer-centricity.
  6. Organizational Culture:
    It also influences organizational culture by promoting a customer-focused mindset and encouraging collaboration and innovation. By aligning strategies, operations, and offerings with customer needs, job mapping helps create a culture that prioritizes customer satisfaction and continuous improvement. This customer-centric culture fosters employee engagement, reinforces organizational values, and contributes to long-term success.

Creating Your Job Map

To develop a comprehensive job map, organizations can follow a systematic process using a job map template and step-by-step guide. The job map template serves as a structured framework to capture the key elements of the job map, ensuring all relevant aspects are included. Simultaneously, the step-by-step guide provides a clear and organized approach to the job mapping process.

To enrich the job map, conducting customer interviews and research plays a vital role. These activities provide valuable insights into customer needs and pain points associated with the job. By gathering first-hand information from customers, organizations can gain a deeper understanding of their motivations and expectations.

Furthermore, creating customer personas and segmentation enhances the job mapping process. This involves identifying and categorizing different customer groups based on their characteristics, behaviors, and preferences. By segmenting customers, organizations can tailor their job map and solutions to specific customer segments, leading to more targeted and effective outcomes.

Applying Job Mapping in Career Development

It can be effectively applied in career development, offering numerous benefits and opportunities for individuals. Here’s how it can be organized:

  1. Strategic Alignment:
  • Mapping career paths and progression
  • Aligning skills and aspirations with customer needs
  • Enhancing job satisfaction and providing a clear roadmap for growth
  1. Skill Gap Identification and Training:
  • Understanding required skills for specific jobs
  • Identifying skill gaps and training needs
  • Focusing development efforts for continuous professional growth
  1. Optimization of Job Performance and Satisfaction:
  • Aligning individual strengths with customer needs
  • Maximizing job performance and satisfaction
  • Enhancing productivity and long-term career success
  1. Innovation and Opportunities:
  • Identifying gains and pain points in the market
  • Discovering new avenues for innovation and career advancements
  • Utilizing job mapping as a framework for creative solutions
  1. Additionally, a good job map provides:
  • Customers gain access to a more streamlined experience
  • Automatic correction of execution problems
  • Facilitation of the resource planning process

Examples and Case Studies

Case study (1)

Job Map Reveals: Job Mapping in the IT Service Industry In the IT service industry, It plays a crucial role in providing efficient and effective technical support. By mapping the job of troubleshooting software issues, the job map reveals common pain points and identifies potential solutions. IT service providers can develop standardized procedures, automate certain steps, and empower their support teams with the necessary tools and resources. The job mapping process enhances the resolution process, reduces customer downtime, and increases customer satisfaction by addressing their needs promptly and effectively.

Case study (2)

Maintain Normal Patient Temperature: Job Mapping in the Hospitality Sector In the hospitality sector, maintaining normal guest room temperature is vital for guest comfort and satisfaction. It enables hotels to identify and address the touchpoints, challenges, and requirements involved in temperature control. By understanding the job from the guest’s perspective, hotels can optimize their HVAC systems, room design, and guest services to ensure a pleasant and comfortable stay. The job mapping process empowers hotels to meet guest expectations, enhance their reputation, and drive positive reviews and recommendations.

Case study (3)

Location and Preparation Steps: Job Mapping in the Event Planning Industry In the event planning industry, It helps professionals create successful and memorable events. By mapping the job of organizing a corporate conference, the job map reveals crucial location and preparation steps. Event planners can identify ideal venues, plan logistics, coordinate vendors, and manage event timelines effectively. The job mapping process enables efficient resource allocation, reduces potential execution issues, and ensures a seamless event experience for attendees, leading to client satisfaction and repeat business.

Case study (4)

Completed Job Map Lays: Applying Job Mapping in the Manufacturing Industry In the manufacturing industry, a completed job map serves as a valuable tool for optimizing production processes.

By mapping the job of assembling a complex product, the job map reveals critical touchpoints, location, and preparation steps. This enables manufacturers to streamline operations, identify potential bottlenecks, and implement efficient resource planning. The completed job map enhances execution, reduces errors, and maximizes productivity, resulting in improved product quality and customer satisfaction.


Job mapping, driven by the Jobs-to-be-Done (JTBD) theory, unlocks career potential by aligning skills and strategies with customer needs. The completed job map serves as a guide for improved job execution, including steps like maintaining normal patient temperature. By utilizing a job mapping template, professionals optimize their performance and achieve career growth while having the ability to automatically correct execution problems. It ensures a seamless execution process and enhances resource planning, leading to success and customer satisfaction.